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Leading from the front through data and analytics

How KPMG helped an industry leader develop a successful marketing analytics program to counter pressure in emerging markets

Client

Global consumer-facing mobile application

Sector

Technology

Primary goal

Maximize effectiveness of each marketing dollar spent

test

When an acquisition doubles your revenue in your largest market, there are some big numbers at play—especially when you’re a $48 billion CPG company. And the bigger the numbers, the bigger the impact of every strategic and tactical decision you make. You can’t afford to have your visibility clouded and your decision-making hampered by having two disparate financial operations functions each with its own systems, software, and people. So, when a global CPG company found itself in this situation, it called on KPMG to drive fast, smooth, cost-efficient integration of financial operations.

Key outcomes

1

Increased engagement 

and global alignment between cross-functional teams

2

Greater visibility

 into consolidated spend driving meaningful insights and more proactive decisions

3

Days shaved off

the monthly close cycle

4

More accurate

revenue and sales forecasting

As it found a home on consumers’ phones around the world, this category-leading mobile application faced growing competition both in the U.S. and in many international markets. To combat these rivals, the company sought to bolster the power of its country-and region-specific marketing programs with a balance of brand-building and lower-funnel tactics. As it studied the challenge, the company realized that it lacked the tools and skillsets to measure the effectiveness of its current efforts, let alone plan the future. KPMG helped the company develop a data-driven approach and advanced analytics models to measure marketing return on investment (ROI) by channel and country, and build an optimization engine that allocated the budget for maximum impact in each market. Today, the company’s targeted, data-based approach gives the entire leadership team, from CMO to CFO and CEO, confidence and agility in its marketing decisions, along with significantly improved results.

Key outcomes

Making a measurable difference

Increased insight

into marketing’s impact on sales

Clearer marketing ROI

measured precisely across markets

Greater optimization

of marketing investments through highly customized, advanced tools

30% more revenue

from the same marketing budget

Higher C-suite confidence

in marketing’s effectiveness and positive business impact

Client transformation journey

Click on each part of the journey to learn more about our client’s transformation.

Client transformation journey

Before

Poor visibility threatened business objectives.

Acquiring a large organic food and beverage business helped a global CPG company expand its operations and nearly double its revenue in the U.S. However, as with most mergers, the integration posed some challenges. Two disparate IT environments with different accounting and reporting models, separate enterprise resource planning (ERP) systems, and multiple business intelligence (BI) tools required extensive manual intervention and offline data manipulation, preventing uniform reporting and analysis. Data was trapped in silos. Visibility was insufficient. A new CFO and the finance and accounting teams lacked the insight to support effective forecasting and both strategic and tactical decision-making. In a sector as competitive and fast-changing as food products, this company needed to increase visibility quickly.

After

Unified financial operations support global success.

While this CPG company’s business is spread across two continents (and originates from a number of acquired companies), its financial operations are now centralized and unified. A cloud-based platform extracts and loads data from numerous global sources, then configures and stores it in a central location. Accounting staff across multiple back offices work within a single governance structure and with a single set of streamlined processes, enabling effective reporting and supporting a swift, accurate close. Across the enterprise, visibility is excellent, and insights are at the ready, because analysts can perform real-time calculations and drill down swiftly to the meaning behind the numbers. Unified financial operations helps this $48 billion player predict accurately, plan effectively, and act swiftly—all crucial in a sector where windows of opportunity close as suddenly as they open.

Future

A strong foundation that can keep pace with continued growth.

There will be more acquisition targets in the company’s future. And with a cloud-based platform, governance framework, and standardized processes in place, integrating financial operations will be a swift, sure process. A successful integration inspired the CFO and global finance team to consider other areas for transformation. From evolving multiple layers of the target operating model within Finance, to jump-starting transformation across other functional areas, a powerful ripple effect began and continues across the enterprise. Having the right tools and processes to support a grander vision driven by meaningful insights will continue to empower positive change.

Before

Poor visibility threatened business objectives.

Acquiring a large organic food and beverage business helped a global CPG company expand its operations and nearly double its revenue in the U.S. However, as with most mergers, the integration posed some challenges. Two disparate IT environments with different accounting and reporting models, separate enterprise resource planning (ERP) systems, and multiple business intelligence (BI) tools required extensive manual intervention and offline data manipulation, preventing uniform reporting and analysis. Data was trapped in silos. Visibility was insufficient. A new CFO and the finance and accounting teams lacked the insight to support effective forecasting and both strategic and tactical decision-making. In a sector as competitive and fast-changing as food products, this company needed to increase visibility quickly.

After

Unified financial operations support global success.

While this CPG company’s business is spread across two continents (and originates from a number of acquired companies), its financial operations are now centralized and unified. A cloud-based platform extracts and loads data from numerous global sources, then configures and stores it in a central location. Accounting staff across multiple back offices work within a single governance structure and with a single set of streamlined processes, enabling effective reporting and supporting a swift, accurate close. Across the enterprise, visibility is excellent, and insights are at the ready, because analysts can perform real-time calculations and drill down swiftly to the meaning behind the numbers. Unified financial operations helps this $48 billion player predict accurately, plan effectively, and act swiftly—all crucial in a sector where windows of opportunity close as suddenly as they open.

Future

A strong foundation that can keep pace with continued growth.

There will be more acquisition targets in the company’s future. And with a cloud-based platform, governance framework, and standardized processes in place, integrating financial operations will be a swift, sure process. A successful integration inspired the CFO and global finance team to consider other areas for transformation. From evolving multiple layers of the target operating model within Finance, to jump-starting transformation across other functional areas, a powerful ripple effect began and continues across the enterprise. Having the right tools and processes to support a grander vision driven by meaningful insights will continue to empower positive change.

Client transformation journey

  • Before

    Poor visibility threatened business objectives.

    Acquiring a large organic food and beverage business helped a global CPG company expand its operations and nearly double its revenue in the U.S. However, as with most mergers, the integration posed some challenges. Two disparate IT environments with different accounting and reporting models, separate enterprise resource planning (ERP) systems, and multiple business intelligence (BI) tools required extensive manual intervention and offline data manipulation, preventing uniform reporting and analysis. Data was trapped in silos. Visibility was insufficient. A new CFO and the finance and accounting teams lacked the insight to support effective forecasting and both strategic and tactical decision-making. In a sector as competitive and fast-changing as food products, this company needed to increase visibility quickly.The preconfigured assets and technology accelerators delivered by KPMG Powered Enterprise let ambitious leadership teams take advantage of embedded leading practices to speed up the decision-making process while instilling confidence.

  • After

    Unified financial operations support global success.

    While this CPG company’s business is spread across two continents (and originates from a number of acquired companies), its financial operations are now centralized and unified. A cloud-based platform extracts and loads data from numerous global sources, then configures and stores it in a central location. Accounting staff across multiple back offices work within a single governance structure and with a single set of streamlined processes, enabling effective reporting and supporting a swift, accurate close. Across the enterprise, visibility is excellent, and insights are at the ready, because analysts can perform real-time calculations and drill down swiftly to the meaning behind the numbers. Unified financial operations helps this $48 billion player predict accurately, plan effectively, and act swiftly—all crucial in a sector where windows of opportunity close as suddenly as they open.

  • Future

    A strong foundation that can keep pace with continued growth.

    There will be more acquisition targets in the company’s future. And with a cloud-based platform, governance framework, and standardized processes in place, integrating financial operations will be a swift, sure process. A successful integration inspired the CFO and global finance team to consider other areas for transformation. From evolving multiple layers of the target operating model within Finance, to jump-starting transformation across other functional areas, a powerful ripple effect began and continues across the enterprise. Having the right tools and processes to support a grander vision driven by meaningful insights will continue to empower positive change.

Every market is different. Each country has its own characteristics and culture, its own media environment. If you go deeper—regions, specific cities, etc.—you can break it down at an even more granular level. These new models let the client account for every nuance and local wrinkle as they go through their marketing planning process. They can address exactly the market slices they want, cut waste, and get the most out of every dollar they spend.

Scott Lieberman

Principal, Advisory , KPMG U.S.

1. Vision Phase
Aligning on vision

As a first step, KPMG worked with the client team to align on and articulate their marketing effectiveness measurement and management goals, as well as to understand the gaps between their current capabilities, data and systems, and their vision. Ultimately, the client wanted the ability to allocate spend intelligently across markets and channels. KPMG tailored the engagement to help the client achieve its goals:

  • Establish a marketing measurement and management program to maximize short- and long-term company value confidently and intelligently
  • Evaluate marketing investments, first and foremost in terms of their impact on near-term customer behavior and financial performance
  • Quantify the long-term impact of marketing on “upper funnel” metrics, such as brand perception, as an input to budget allocation considerations
  • Develop and deploy a forward-looking spend allocation/optimization toolset and process based on business priorities
  • Supplement the analytics toolkit with a systematic “test and learn” framework to continuously advance marketing’s intelligence and impact on the business

2. Data Collection phase
Compiling the information

With objectives defined, KPMG worked with the client to collect the necessary internal and external data, determined quality levels and gaps, prioritized the missing pieces, and established priorities for enhancing the toolset going forward. Throughout the process, KPMG advised on the data-related implications for the analysis and how they might impact strategy, finance, and other key business areas. 

3. Insights Generation phase
Putting it together

Working alongside the client’s marketing analytics team, KPMG built and summarized results for multiple machine learning models across the client’s priority markets and KPIs. After quantifying each channel’s performance in each market, KPMG built a “spend optimization” tool that enabled fine-tuning of the client’s marketing mix and investment levels to achieve specific objectives, such as revenue targets, customer acquisition goals, and market share increases. KPMG also built decision-support toolsets that allowed even non-technical users to access model results.

4. Activation phase
Up, running, and better all the time

KPMG facilitated data gathering, capability implementation, and education of both working teams and stakeholders. Working side by side, KPMG helped the client crystallize specific near-term actions to achieve business goals efficiently and effectively; and developed a go-forward roadmap to address the client’s broader, longer-term measurement and implementation objectives. 

After KPMG and the client built and delivered the models, the teams worked together to ensure these toolsets and insights were productively integrated within the client’s marketing strategy and budget planning processes. The highly invested client team can now call themselves data-driven marketers. 

Turning insights into opportunity

Our team of Customer Advisory specialists can help you understand what your customers need—and transform the way your organization delivers value. Combining business experience with functional acumen, we provide you with deep economic analysis, robust customer insights and market intelligence, and strategic business direction to help you generate ROI

KPMG Customer Advisory

Move customers with new perspectives

Read more

Explore more

Tell us about your marketing goals.

Let’s talk about the ways data and analytics can transform your marketing effectiveness.

Image of Scott Lieberman
Scott Lieberman
Principal, US Customer Advisory Leader, KPMG US
Read bio
Image of Scott Lieberman
Scott Lieberman
Principal, US Customer Advisory Leader, KPMG US
Read bio

KPMG. Make the Difference.


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