Empowering Unilever with Data-Driven Insights to Optimize Consumer Goods Strategy
Unilever is one of the world’s largest consumer goods companies. Established over 100 years ago, it is known for several popular brands in beauty, well-being, personal care, home care, nutrition, and ice cream.
Project Type: Business Optimization, Conversion Rate Optimization, Audit & Analytics, Data Story Telling
Tools Used: Segment, GA4, GTM, Looker Studio
Double Digit %
marketshare growth on online marketplaces
20%
faster price adjustment cycles through real-time competitor benchmarking.
5 e-tailers
unified into automated dashboards, cutting manual analysis time by hours weekly.
Unilever
Automated Ad Data Analysis
Business Optimization
The Challenge
Unilever receives sales data from multiple e-tailers where the business owners analyze individual E-tailer performance manually from Unilever’s dashboards. This system needs better granularity and more actionable data insights. Unilever wants to provide their E-tailers brand-level insights for better pricing decisions and reduce their costs.
The Solution
Here’s how MarketLytics tackled the problem:
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The team extracted data from 5 E-tailer sites (Airlift, Daraz, Pandamart, GrocerApp, Carrefour). -
These were all collected and transformed into a singular format.
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We then loaded each E-tailer’s data into the unified E-tailer table in BigQuery.
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Next, we identified the KPIs and data points that the E-tailers needed. We then communicated these to the stakeholders and showed them how they’ll be able to track them via Power BI.
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Finally, we created Power BI dashboard pages and views with automated data refresh.
The Result
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Created a Power BI dashboard consisting of five pages.
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Allowed E-tailers to compare Unilever product pricing with competitor pricing.
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Included filters and visual indicators for sudden price changes on individual items.
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Listed products with sudden price changes, showing the E-tailer and percentage change (only for the current date).
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Displayed the number of products in and out of stock per brand for Unilever and competitors.
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Showed stock trends to help identify products nearing out-of-stock and estimated restock times.
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Presented pricing for gray items, showing how many Unilever products each gray seller offered and the price range.
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Included a data health table for any selected date range.
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Displayed "data missing error" for missing brand data, or “data looks good” if all brand data was present.
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Faster and data-driven decision making with the big picture at a glance of product performance across multiple E-tailers.
We’re big on SEO, paid search, and display video. So we need data from these channels and very clear insights to improve our decision-making. MarketLytics enabled us to be better at our internal decision-making on where to spend and when..
Martijn Scheijbeler
SVP Marketing
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