Mondelēz: Personalizing CPG sales and marketing on a global scale

About Mondelēz

Mondelēz is the largest snacking company in the world, with a large portfolio of brands spread across 60 markets and roughly 83,000 employees.

Industries: Retail & Consumer Goods
Location: United States

About MightyHive

Founded in 2012, MightyHive provides programmatic advertising and marketing services to help businesses optimize every customer engagement.

Google Cloud and MightyHive are helping Mondelēz International solve for personalized digital customer experiences on a global scale.

Google Cloud results

  • Supported ROI increase on marketing by 10+ percent globally, 20 percent in the U.S.
  • Creates 20 million assets for personalized marketing in 150 countries
  • Consolidates technologies for more effective and collaborative data analytics
  • Creates framework for long-term strategic marketing initiatives

Unifies marketing efforts and metrics across 37 brands in 150 countries

Ecommerce and other digital channels have transformed the consumer-packaged goods (CPG) market. Manufacturers once reliant on retailers to get the word out about their products can now tap into internet sales and digital marketing to achieve more direct, powerful communications with customers.

Mondelēz International, a snack manufacturing giant with brands including Oreo, Cadbury, and Belvita, recognized the opportunity to stand out from competitors by capitalizing on more direct-to-consumer interactions.

“As a CPG, we had a lot of opportunities and challenges when it came to our data,” says Jon Halvorson, VP Global Media, Digital and Data at Mondelēz International. “We had a tremendous volume of data, but it was extremely fractured. We wanted to find a way to personalize experiences for our customers and knew that more advanced technologies and strategies would be required.” Not only was the taxonomy fragmented across various campaigns and vendors, but getting the data from all the media platforms and web analytics together in one place where the whole system could be analyzed was also a challenge. Prior to working with MightyHive, analysis was done in siloes, which made it difficult to make strategic decisions involving multiple data sources. Implementing a consistent taxonomy made it possible to aggregate the data. As an example, aggregating ad spend for a single brand like Oreo across Facebook, DV360, Google Ads, and Bing globally was previously done manually and was prone to calculation and data entry errors.

Mondelēz International decided to work with Google Cloud and partner MightyHive to bring these siloes together in order to unlock valuable insights contained within their data.

“The Google Cloud technology stack worked brilliantly for our needs, as we’re now on a centralized global platform to communicate and execute consistently.”

Jon Halvorson, VP Global Media, Digital & Data, Mondelēz International

Unifying data for better insights

Mondelēz recognized the need to consolidate its technologies, notably those associated with data warehousing and storage, into a more advanced and agile framework.

“We wanted a cloud environment to provide the portability, security, and integration to achieve our personalization goals,” says Jon. “The Google Cloud technology stack worked brilliantly for our needs, as we’re now on a centralized global platform to communicate and execute consistently.”

In moving to Google Cloud, Mondelēz effectively bridged the gap between its own marketing programs and those of the retailers selling its products. This made other goals achievable for the company, such as scaling up its personalization efforts. “We needed to go from 40,000 assets to millions of assets to make personalization work on a global scale. That would take more than just a powerful technology stack,” explains Jon.

The company turned to Google Cloud partner MightyHive to help navigate the often expensive and challenging process of personalizing at scale.

"Google Cloud has proven to be an invaluable accelerator to the kind of digital transformation project we undertook with Mondelēz to help them achieve personalization at scale. We’re excited with our initial success and look forward to what else we can do together.”

Tyler Pietz, VP, Enterprise Data Solutions, MightyHive

Achieving alignment with the right partner

“Our journey with MightyHive started while I was in a Google office explaining my vision of personalization. They said there was only one partner I needed to call to make it happen,” says Jon.

From the outset, MightyHive helped to create a rigorous taxonomy of the data and assets Mondelēz International possessed across all its properties and brands. Then, MightyHive began interviewing Mondelēz marketers from around the globe to understand how the data was used, nuances in regional advertising strategies, and more.

"Google Cloud has proven to be an invaluable accelerator to the kind of digital transformation project we undertook with Mondelēz to help them achieve personalization at scale,” says Tyler Pietz, VP of Enterprise Data Solutions at MightyHive.

“Effective leveraging of our data through Google Cloud, improvements in programmatic buying, and greater discipline are largely responsible for a 10 percent overall increase in marketing ROI worldwide, with U.S. returns jumping over 15% in both 2018 and 2019.”

Jon Halvorson, VP Global Media, Digital & Data, Mondelēz International

Six months later, MightyHive had helped Mondelēz take the information and expertise it already possessed as an organization and use it for a broad, long-lasting approach to personalization, while mitigating what could have been enormous costs.

“Effective leveraging of our data through Google Cloud, improvements in programmatic buying, and greater discipline are largely responsible for a 10 percent overall increase in marketing ROI worldwide, with U.S. returns jumping over 15% in both 2018 and 2019,” says Jon.

Remaining agile and innovative for the future

Mondelēz believes that the CPG marketplace will continue to move toward personalization through technologies and intelligent uses of data. The company is positioning itself for long-term success and market leadership by focusing on innovation and being the first CPG to launch increasingly effective digital sales and marketing initiatives.

“We are at a point in the industry where technologies like machine learning have enabled a huge leap forward,” says Jon. “This will drive a big boost in creativity as companies bring together technology and creativity. Our collaboration with Google Cloud and MightyHive is opening new opportunities for us.”

About Mondelēz

Mondelēz is the largest snacking company in the world, with a large portfolio of brands spread across 60 markets and roughly 83,000 employees.

Industries: Retail & Consumer Goods
Location: United States

About MightyHive

Founded in 2012, MightyHive provides programmatic advertising and marketing services to help businesses optimize every customer engagement.