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 a very human company with a very human mission,” she told the IIeX conference (Amsterdam, February 2019), “which is really about how we can bring health right through food to as many people as possible.” Her solution to the data question is three pronged.


“At the end of the day, it’s about unlocking culture,” she said. For...

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