FREEDOM WITHIN A FRAMEWORK AT CAMPBELL SOUP COMPANY Real results from the front lines.Campbell’s wanted to become an agile, data- driven marketing organization, with nearly 40 brand teams in 4 countries having direct access to clean, trusted data and insight so they could make fast optimizations. Other goals included using data to do more with less, becoming more closely aligned with business goals, and partnering with a neutral third party to keep their agencies accountable. THE NEEDCAMPBELL’S TRIED TWO APPROACHES BEFORE FINDING SUCCESS The first approach was to create a central analytics team that delivered standard naming, KPIs and dashboards for all brands to use. This “view-only” access to data kept things simple, but brands lost their sense of ownership and creativity.

Join for free to read