How Bonduelle optimizes its profitability and accelerates its strategic marketing decisions with One.Vision, our Marketing Mix Modeling solution
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With the support of our experts at Ekimetrics, the company implemented our Marketing Mix Modeling (MMM) platform, One.Vision, to optimize the management and analysis of Bonduelle’s media campaigns.
An interview with Catherine Jordy, Media, Digital, and Consumer Relationship Manager at Bonduelle.
“The One.Vision platform gives us greater visibility on the profitability of our media investments and allows us to create qualitative scenarios. Its flexibility and accessibility save us precious time in our decision-making."
Digital transformation is at the heart of strategic marketing at Bonduelle, a multinational of French origin specializing in the industrial processing of vegetables. With the support of our experts at Ekimetrics, Catherine Jordy implemented our Marketing Mix Modeling (MMM) platform, One.Vision, to optimize the management and analysis of Bonduelle’s media campaigns.
She tells us about the concrete benefits and the strategic and operational impact of this solution for her company. Read how One.Vision helps Bonduelle to better anticipate, pilot, and boost the profitability of its media investments.
What are the main objectives you use One.Vision for at Bonduelle, and how is it integrated into your organization?
At Bonduelle, One.Vision meets three key objectives. The first is to have centralized access to the ROI of all our media operations, with dynamically historized and consultable data. This allows us to follow, analyze, and measure the profitability of our marketing actions across all of our product categories.
The second objective is to obtain a clear vision of our campaigns’ performance in terms of profitability, notably across the different communication channels used. Finally, One.Vision allows us to forecast our future media plans. We can simulate several scenarios and compare hypotheses to adjust our budget strategies according to the target objectives.
Our use of the platform at Bonduelle is well structured. An internal key user is responsible for managing it, ensuring data updates and the coherence of the information processed. The media teams access the tool to make forecasts in conjunction with our media agency. The results of the analyses are then shared with the marketing teams for an overall synthetic view of performance.
What changes in your existing processes have you observed thanks to One.Vision?
Before implementing One.Vision, we performed forecasts and analyses via Excel™ spreadsheets. This method, while functional, was very time-consuming and offered limited precision. Thanks to the platform, we have improved in both speed and precision. Adopting a common language based on our standardized KPIs has also enormously facilitated communication between our marketing, commercial, and financial departments. This has created a better mutual comprehension of media ROIs and, in turn, has optimized discussions and decisions.
How does One.Vision help you to make strategic decisions more quickly? What are its benefits daily?
The main strength of One.Vision is its capacity to make the reading and comparison of results both fast and fluid. It’s a real change compared to traditional methods where data was fixed in different documents. Now, with customizable filters and dynamically comparable periods, we have access to instantaneous analyses. This allows us to be more agile in our decision-making and to react quickly to market changes. The reliability of the results supplied by the platform, associated with easy access to information, has also changed our approach to media arbitration. The tool saves us a considerable amount of time while strengthening our capacity to maximize the impact of our campaigns.
By centralizing our data, facilitating inter-departmental communication thanks to standardized KPIs, and accelerating decision-making via dynamic and reliable tools, One.Vision has become an indispensable tool to optimize the management of our media campaigns. For Bonduelle, it’s a strategic lever that allows us to forecast and maximize the profitability of our advertising investments.
