How Shell supercharged its insights-to-marketing process

Shell, an oil and gas company, launched the Shell Retail Insights Hub, which uses multiple data sources to align consumer insights with business outcomes, to develop more consumer-centric planning.

Summary

When Shell set out to develop more consumer-centric marketing planning, there was a clear need to streamline processes. It replaced siloed, static market research with fully-integrated and engaging full-sight via The Shell Retail Insights Hub.

Holistically using multiple data sources to align consumer insights with business outcomes, the Hub is an interactive insight-exploration tool for Shell Marketeers on the Infotools platform, Harmoni.

Developed collaboratively by Shell Global Insights, Infotools and Incite Marketing Planning, through five key steps:

  1. The Framework: Stakeholder interviews to capture marketing planning needs; translated into an Issue Tree framework;
  2. The Data: collating and synchronising 13 sources...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands