Case Study

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.


Faster and data-driven decision making with the big picture at a glance of product performance across multiple E-tailers

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:
  1. The team extracted data from 5 E-tailer sites (Airlift, Daraz, Pandamart, GrocerApp, Carrefour).
  2. These were all collected and transformed into a singular format.
  3. We then loaded each E-tailer’s data into the unified E-tailer table in BigQuery.
  4. 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.
  5. Finally, we created Power BI dashboard pages and views with automated data refresh.

the result

As a result of this sprint, we were able to create a Power BI dashboard with five pages.
  1. Promotion and price tracker
    • This dashboard enabled E-tailers to compare Unilever product pricing with competitor pricing.
    • It featured filters and also showed sudden price changes for each item.
  2. Notifications
    • A page listing products with a sudden change in price, which etailer did they belong to, and what was the % change. Only gives changes for the current date.
  3. Stock summary dashboard
    • E-tailers could view the number of products in and out of stock per brand for Unilever and its competitors.
    • They could also see stock trends to identify products going out of stock and learn the time left till the next restock
  4. Gray item details
    • This dashboard shows pricing for gray items
    • E-tailers could see the number of Unilever products each gray item seller is selling and also the price range they are offering for the product.
  5. Data monitoring
    • This table showed data health for any date range selected.
    • For missing brand data, the dashboard shows a data missing error against the brand.
    • If all brand data is available, it shows ‘data looks good’ against the date.
400+ eCommerce and SaaS brands are making better, data-driven actions thanks to MarketLytics
400+ eCommerce and SaaS brands are making better, data-driven actions thanks to MarketLytics