Confectionary giant sweetens customer relations through BigQuery data crunch

About Ferrero

Founded in 1946 in Italy and still family owned, Ferrero ranks third among worldwide chocolate and confectionary producers. Its internationally known brands include Nutella, Kinder, and Tic-Tac, available in supermarkets and distributed to over 160 countries on every continent.

Products: BigQuery

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About fifty-five

Founded in 2010, with locations in Paris, London, New York, Shanghai, and Hong Kong, fifty-five provides innovative services and solutions to help advertisers develop smarter marketing approaches through optimal website and user experiences, improved acquisition strategy, and enriched customer knowledge.

      Google Cloud Platform results

      • Tailors website and mobile content and advertising to customers
      • Creates more cost effective media buy strategies

        Background

        In the confectionary universe, Ferrero owns some of the most popular and recognizable brands in the world, including Nutella, Kinder, and Tic-Tac. Sold in supermarkets on every continent, Ferrero products inspire ongoing loyalty and are known for their quality. Despite its history of success, the company takes nothing for granted and has redoubled its efforts to consolidate a relationship with its customers and more efficiently respond to their needs.

        Challenge

        Ferrero, the third largest chocolate and confectionary company in the world, needed to develop a data storage, processing, and actionable analysis solution for its vast consumer database. Like most consumer packaged goods (CPG) brands, Ferrero relied on its distribution and sales outlets for direct contact with consumers. This system created a distance between the company and the people who bought its goods. Knowledge about consumer behavior and preferences was delivered secondhand. To compensate, Ferrero sought to create a digital ecosystem as both a point of contact with its customers and a foundation for an innovative, data-driven marketing strategy. For a solution, the company turned to fifty-five, their digital and technology agency.

        Solution

        fifty-five, a technology consulting agency, created a BigQuery-powered system capable of hyper-fast and efficient data analysis. To gather and compile granular user information from Ferrero’s apps and websites, fifty-five developed a solution called Raw Data. Using Google Cloud Platform’s BigQuery, business analysts from Ferrero can store and analyze massive datasets in a fast, efficient, and affordable manner. Processing gigabytes of data in seconds, BigQuery makes data reports about consumer behavior and sales patterns easy to build and automate. Raw Data’s enhanced analysis allows Ferrero teams to then adapt advertising and content across all its marketing channels to better serve specific customer needs.

        User Data Reports App

        Results

        Using Raw Data’s processing and analyzing power, Ferrero can divide its database into real time, actionable consumer clusters to generate more accurate user profiles. In accordance with users’ privacy concerns, Ferrero can now personalize its marketing strategies to match these user needs, for example by displaying different advertising content to a new web user compared to a frequent visitor. Raw Data also allows Ferrero to adapt advertising on its apps for an individual consumer. Although Raw Data is still in its early stages, its first impact has been enriched customer knowledge to conduct smarter media buy strategies for Ferrero.

        Tell us your challenge. We're here to help.

        Contact us

        About Ferrero

        Founded in 1946 in Italy and still family owned, Ferrero ranks third among worldwide chocolate and confectionary producers. Its internationally known brands include Nutella, Kinder, and Tic-Tac, available in supermarkets and distributed to over 160 countries on every continent.

        About fifty-five

        Founded in 2010, with locations in Paris, London, New York, Shanghai, and Hong Kong, fifty-five provides innovative services and solutions to help advertisers develop smarter marketing approaches through optimal website and user experiences, improved acquisition strategy, and enriched customer knowledge.