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INTRODUCTION

Pernod Ricard is a global wine and spirits conglomerate, with over € 8,682 million in sales (2015/16), six “Brand Companies,” and 80 “Market Companies” across the world.

With such brands as Absolut Vodka, Ballantine’s, Chivas Regal, Glenlivet Scotch, and Jacob’s Creek under its belt, Pernod Ricard is one of the dominant forces in the spirits and wine market.

CASE STUDY:Pernod Ricard Uses Marketing Intelligence to Gain Unified View of Marketing KPIs and In-House Programmatic Control

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CASE STUDY: PERNOD RICARD

As “Creators of Convivialité,” Pernod Ricard is dedicated to bringing people together for genuine, happy shared moments. To support this mission operationally, Pernod Ricard has a unique policy of decentralization, with 85 direct affiliates worldwide, allowing the company to always operate close to its consumers. This policy of decentralization is teamed with the cardinal principle of ongoing dialogue among its brands, markets, and headquarters (HQ) to ensure consistent values and messaging, no matter the location.

With this mission to unite its customers with conviviality, and a model of decentralization to execute, Pernod Ricard’s marketing organization has undertaken ambitious initiatives, using a wide range of marketing tactics to achieve its goals and spread the company’s messages.

Pernod Ricard’s local APAC team knew that to achieve a truly unified view of their marketing activities, they needed to invest in marketing intelligence.

ENTER DATORAMA.

But this simultaneous commitment to localization and open communication made it clear that Pernod Ricard needed to find a solution to centralize all its data, KPIs, and insights globally so that each market could share its distinct learnings, challenges, and successes.

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CASE STUDY: PERNOD RICARD

CHALLENGES Prior to Datorama, Pernod Ricard’s APAC marketing team was acutely aware of the need to implement a solution to better discover, derive, and share insights from all their programs and investments. They were challenged to report and optimize in real time — and there was no global standard of measurement across all markets to drive consistency and scalability. What this meant on a day-in and day-out basis, was the vast number of brands, regions, campaigns, channels, and content that they had in play delivered fragmented reports.

“The first challenge we had to solve was how to centralize our marketing data to get to a state of real-time reporting and optimization,” said David Scheepers, Digital Data & Media Manager. “Before Datorama, we would have to log in separately to all our different source systems across social, display, search, web analytics, and DSP partners. We did our best to optimize and report, but it was cumbersome and we couldn’t see the reality of our advertising marketing, which is always across many channels, campaigns, and partners to reach our diverse audiences. Without that centralized view, we knew we were leaving opportunity on the table.”

Having spent eight years within the global agency world in digital media strategy and execution, Scheepers had extensive experience with the challenges of connecting and optimizing marketing across all of its complexity today.

After discussing the need to take a smarter approach to their marketing intelligence with HQ, David took the initiative with a three-month trial of Datorama to test the results for the Australian market. If successful, this would not only bode well for the market but it could be the start of getting Pernod Ricard’s marketing intelligence into a unified state globally.

We wanted to know what was working well, what wasn’t, and how different channels interact so we could make smarter decisions. It was time to upgrade.

DAVID SCHEEPERSDIGITAL DATA & MEDIA MANAGER

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CASE STUDY: PERNOD RICARD

SOLUTIONS The Pernod Ricard team decided to start at ground zero with a Datorama proof of concept. They broke down what their media dashboard templates would look like within Datorama, and used these building blocks to create performance reports that were digestible and relevant.

The reporting templates followed the consumer journey through the 5Cs model of Catch, Connect, Convince, Convert, and Continue, and focused on standardized KPIs aligned with the campaign objective.

For example, to support their top of the funnel objectives of Connect and Catch, the team tracked such KPIs as reach, frequency, viewability, and video completion rates, segmented by audience and intent. They also imported spend and pacing data into Datorama, laying the groundwork for transparency in reporting with their agency partners, thus enabling a stronger brand-agency partnership.

At the end of the proof of concept, the Pernod Ricard team was not only sold on the Datorama platform, but ready to roll it out globally.

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CASE STUDY: PERNOD RICARD

RESULTS

Pernod Ricard now has a holistic marketing intelligence platform in place that empowers it to:

• Take ownership of its own data

• Have complete transparency into its media buy investments, performances, and outcomes

• Pivot and optimize campaigns in real time

• Gain the full benefit of its in-house programmatic strategy

Using Datorama, the team has been able to truly execute these four actions in-house, achieving significant cost savings and discovering new pathways to success. For example, in conjunction with their procurement department, the team found that programmatic buys, alongside strong martech partners, were bringing in significant ROI. Thus, they were able to set the goal of making 50% of media buys programmatic.

In terms of cross-functional collaboration, the Pernod Ricard team now sees brand managers, marketing directors, and executives receiving the same in-the-moment data, and they are automatically delivered the latest monitoring and insights. In fact, the marketing dashboard templates that the Pernod Ricard APAC team created are now the standard used across all markets.

“In the past, we would get weekly reports from our systems and partners, gaining limited insights through siloed data and retrospective data,” said Scheepers. “However, we’ve embraced that the world is about being always on and agile. More and more of our marketing is programmatic – it allows us to reach the most consumers at scale. Getting old reports didn’t help us take advantage of the opportunities programmatic could bring. We needed all of our data centralized and live.”

Furthermore, because of the expertise they built based on these sophisticated marketing programs, the Pernod Ricard team is now sought after as a thought leader in the martech space by other brands looking to achieve in-house success.

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CASE STUDY: PERNOD RICARD

About Datorama Salesforce Datorama provides the leading cloud-based, AI-powered marketing intelligence and analytics platform for

enterprises, agencies, and publishers. Marketers use Datorama to bring together all of their data and take action on insights to

optimize every marketing investment and activity. Learn more at datorama.com.

LOOKING FORWARD

Pernod Ricard has made great made advancements in its unified marketing intelligence across the globe. But with new answers come new questions and next objectives. That’s why Pernod is looking ahead to the next phases of its integrated marketing approach. What’s in store? Building on its current marketing performance optimization model to bring customer intelligence and loyalty into the picture. That means new campaigns with new consumer data capture objectives, and activation objectives to better serve audiences and take advantage of the portfolio’s cross-sell potential.

But that’s not all. Today there are new trackable opportunities to message to audiences through programmatic out-of-home display advertising. Datorama will be there to get the data connected holistically, so Pernod Ricard can continue to make smarter decision across all its marketing. That’s the power of agility to keep your single source of truth connected, no matter how fast your marketing evolves to stay in step with your customer.