MB – Data is changing our daily life and business. Data plays a
crucial part in the digital transformation we are living in right now and it is
one crucial element of my job. It can be powerful, it can be nothing – all
dependent on asking the right questions in advance. The massive amount of
available data can certainly also be intimidating. But I am keen on making use
of this huge business opportunity that lies within a data driven approach.
My team and I have implemented the so-called MIQ (Marketing Intelligence) system at Beiersdorf
globally. It is a data platform for all marketing and sales managers around the
globe that offers real time access to all relevant performance KPIs such as
market share, promotion, distribution and media data, all per region, country,
category and product. How we did that and how this looks like you can find out
in my video below.