Digital Smiles
Global home appliances company Electrolux owns over 70 brands, including Frigidaire and AEG. They sell approximately 60 million household products in around 120 markets, making it necessary to implement data unification and analytics to gain value. To achieve this, Electrolux formed a global consumer and analytics team in 2021 and began working with customer data technology company Actable to build a roadmap. They also implemented a CDP from BlueConic to begin centralizing and activating data.
In order to use analytics and data technology across the organization, Electrolux had to establish standard definitions about key data points and KPIs, as well as resolve compliance issues. They also had to agree on what data to analyze and what calculations to use.
The roadmap is built using three pillars: Analytics, technology and people. To boost technology, Electrolux implemented a global CDP that is currently being piloted in Latin America and will soon roll out to other markets within the organization. They have also added more sophisticated identity resolution tools and are looking to increase customer lifetime value (CLV) by segmenting customers and personalizing messages more effectively.
Electrolux has more than 50,000 employees, so it is important for them to reduce manual working and improve team efficiency. Their 'dream wish list' is having a predictive segmentation based on data from marketing, products and analytics models, but this is a long-term goal.
Having the roadmap in place and building out the technology brings Electrolux closer to making every touchpoint personalized in the customer journey. It’s a big undertaking for a global company with 70 brands, but the payoff in increased CLV can be worth it.
Originally reported by Martech: https://martech.org/electroluxs-data-and-analytics-roadmap-to-improved-customer-experience/
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