trolux’s data-driven analytics roadmap for improved customer experience

Electrolux, a global home appliance company, owns 70 brands including Frigidaire AEG. Around 60 million household items are sold in 120 countries. Unifying data and using analytics was a great way to gain value for an organization this size. Electrolux needed to create a roadmap in order to make this type of change.

In 2021, the organization created a global team for consumer analytics and research. Data was decentralized at that time. Actable, a customer data technology firm, was brought in to help guide the analytics strategy of the company and build a roadmap. BlueConic’s CDP was also used to centralize and activate data.

The MarTech Conference featured Erica Campbell, Global Consumer Data and Analytics Director for Electrolux.

Aligning teams around common definitions

Standard definitions of key data points and KPIs were needed to ensure that Electrolux’s Data Plan was implemented across the organization.

Campbell asked, “What is meant by consumer data?” What are the minimum fields required for a product to be counted [in the system]?

The company also had to address compliance issues. The most important question was whether the company needed an opt-in in order to market a product in each country, even if there were no regulations in that market.

The next step is to decide what data and calculations to use after ensuring that teams are aligned across the organization.

Campbell said that the rate of product registration can be calculated many ways. “We had to agree on that, and even CLV (customer life-time value), which is complex and takes us a long time to discuss how to calculate it.

“Now that it’s being documented, all business users will be able to access and comment on the definition.” It’s a natural process but it is also documented so that data modelers and visualization tool developers can use their own environments.

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Set up the road map

Electrolux’s roadmap was built on three pillars – analytics, technology and people. The analytics component represented the company’s desire to use data in order to act.

Campbell said, “At first, we focused a lot on the activation part, knowing that we would be building our data — data lake and models for activation.” We wanted to improve our marketing efficiency, better target consumers and provide a better customer experience.

Electrolux has implemented a global CDP to boost technology. It is currently being tested in Latin America, and will be rolled out soon on other markets.

Electrolux has also upgraded its existing identity resolution tools. The company hopes to increase its CLV with the CDP and by segmenting and personalizing messages.

The roadmap had to give priority to the employees of Electrolux in order to make analytics and data technologies available across the entire organization. Electrolux employs more than 50,000 people.

Campbell said that alignment, as well as working to reduce manual work — improving team productivity — was extremely important. Campbell said, “We had to know what we could achieve with the technology we already had and where we needed to improve our processes.

Goals for the immediate and long term

Electrolux’s roadmap still has goals that need to be achieved.

Campbell said, “My wish list includes a segmentation that is based on data from marketing, products, and different data sources, as well as from the advanced analytics models we are developing.”

She continued, “We have a lot more work to do in the future.” It’s definitely not a sprint, but a marathon.

Campbell recommended that all teams working with data have a CDP team, with a product owner as the primary point of contact.

Electrolux is closer to personalizing every customer touchpoint with the roadmap and the development of the technology. The CLV increase can make it worth the effort for a company that has 70 brands.

The original post Electrolux data and analytics roadmap for improved customer experience first appeared on MarTech.