Tales, trends and tribes: how Danone makes sense of data

Danone, the global food brand, has attempted to humanise how it uses data in order to refine its marketing output, by looking at three distinct elements.

Insights teams have had a lot of change to keep up with in recent years, with the explosion of data being perhaps the most significant. For Elaine Rodrigo, who heads up insights at Danone, the task has been to “humanise data”.

“We’re...

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