Read the summary and the most important questions on Building an Insights Engine A2MCM

• 1 Introductie

• What is a key necessity of being able to achieve Customer Centricity?

  Access to data and being able to convert this data to Consumer Insights (based on their motivations), which once again should be the basis of a strategy.

• The conversion of data into a strategy, via consumer insights, can only take place if a firm is able to organise such a conversion - what do we call the capabilities of a company to organise this?

  "Insights Engine"

• What is Customer Centricity?

  Truly understanding the needs of your customers and satisfying them better than your competitors.

• 2 A New Strategy

• What is the shift that Unilever's market research departments has made in the last 10 years?

  Taking consumer's behaviour and filtering consumer insights (about their motivations) out of it.

• Insights in itself is not the end goal, what is the role of insights within the market research departments?

  It is an activity, operation, that will navigate towards business growth.

• 2.1 Operational Characteristics

• What are the 7 characteristics that are essential when it comes to the operating done by an insights engine? How you can generate an insight within a company.

  1. Data synthesis;
     
  2. Independence;
  3. Integrated Planning;
  4. Collaboration;
  5. Experimentation;
  6. Forward Orientation;
  7. Focus on Action.

• 2.1.1 Data Synthesis

• Data is now accessible to all, where in the past this was only something that large firms could pay, it is now possible for companies of all sizes to get access to. As this is the case now, the quantity of data is no longer something that companies can get a competitive advantage out of, what IS a way for companies to get competitive advantage out of data?

  The ability to make connections within the data and to draw value out of the data.

• What is the body in Unilever that is specialised in data, analyses it and makes it available to the entire organisation?

  CMI, Consumer and Market Insights Group

• What does the "one version of the truth" of CMI entail?

  It is a marketing-information system in which all the data, because different bodies in the company generate different types of data, is understandable and accessible to all the different parts of the organisation in the same language.

• What two issues has the marketing-information system of Unilever become a solution to?

  1. The way that data is defined, methodology and interpretation - because this is now all the same; 
     
  2. It has taken away 'resource-intensive reporting work' - which means that the different sections of the organisation now have access to the same resources at the same time.