Pepsico
Putting insights at employee fingertips
Context
Awash in data from various sources, Pepsico’s North American Beverages insights team has constantly been challenged to communicate actionable insights internally and drive teams to act on them. A new solution was needed that went beyond static data visualization and experiential activations.
Chalenge
The primary method of communicating insight within PepsiCo was through never-ending PowerPoint presentations. With a generational shift in the workforce, there was an increasing need for more engaging and digestible formats. The VP of consumer strategy and insights at the time highlighted their approach's transactional nature, often seen merely as "data providers."
Result
The result was the creation of the Pepsi Consumer Insights App, a mobile-first app designed to communicate critical data and insights more engagingly, and effectively by enabling:
- Seamless custom-designed content and data to marketing, strategy, and product teams.
- Eight brand-specific "publications" tailored to each PepsiCo brand, providing teams with insights into consumer attitudes, market performance, and ad effectiveness.
- Accelerating the cadence of insights reporting from weeks to within days, giving teams more “real-time” level market performance metrics.
This innovative approach significantly transformed Pepsico’s internal communication strategy, helping them shift from lengthy presentations to engaging, actionable insights reporting that is more content than data. Ultimately, it generated savings of over 2K labor hours annually, allowing teams to reallocate that time to work on more impact-driving functions with marketing and sales. The app was also industry-recognized by the American Marketers Association and featured in Digiday for its innovative approach to leveraging design and technology in the B2B space.
“Helping us build our insights capability through data visualization, and democratizing data through an insights mobile app was game changing. I don’t know what we’d do without them.”” – Olivia Haverson, Pepsi Consumer Strategy & Insights
