Treasure Data’s Customer Data Platform helps Danone Indonesia nourish the future
Since 1954, Danone Indonesia, a subsidiary of Danone (one of the largest food and beverage producers in the world) has been committed to sustainable and equitable nutrition. Their mission is simple: to provide health through food to as many people as possible.
Danone Indonesia produces several varieties of mineral water such as AQUA, Mizone, and VIT. But they also produce products expressly for mothers and children. Specialized Nutrition Indonesia products such as SGM Eksplor, are specifically designed to fulfill the nutritional needs of children, and SGM Bunda is formulated for mothers who are pregnant and are breastfeeding.
Much of Danone Indonesia’s ability to promote research-based nourishment for mothers and children is due to the customer relationships it has developed across various touchpoints. This includes its Careline service, which operates 24 hours a day to answer product-related questions and provide general support and knowledge around pregnancy and motherhood. Danone Indonesia also holds online lectures through WhatsApp and Instagram live webinars with credible experts who offer education on topics related to nutrition and parenting.
To reach its market, Danone Indonesia needed a holistic picture of the customer. The company wanted to have a clear understanding of their customers’ needs and preferences, so they could provide a more personalized experience. Achieving that 360-degree view of the customer can be a substantial task and assembling data from multiple sources, while ensuring the data was scrubbed and dependable, became a daunting task for Danone Indonesia. There are multiple touchpoints for their Specialized Nutrition products alone: in-store interactions, website visits, SMS, WhatsApp, and email. All touchpoints were tallied manually, using spreadsheets and raw CSV data exports. The fragmented nature of the data made analyzing customer behaviors nearly impossible and expensive when calculating the relative cost per lead (CPL).
What Danone Indonesia needed was a platform that could address the following challenges:
- Data collection: Danone Indonesia had data from several, disparate data sources, all having different formats, different methods of entry, and content issues (requiring data cleansing).
- Data unification: Danone Indonesia needed to consolidate these data sources, not as a one-time task, but on an on-going basis. That data needed to be brought into a single, consistent view of the customer—a view that could be used by their Careline service representatives.
- Data activation: Danone Indonesia wanted to use a 360-degree view of their customer to understand their needs and provide a more personalized customer journey culminating in a better overall experience.
AWS Partner Treasure Data offers an award-winning Customer Data Platform (CDP), highlighted in the Forrester Wave: Customer Analytics Technologies, Q2 of 2022 as the only CDP designated as a Strong Performer. Treasure Data’s CDP is a cloud-based platform that helps businesses aggregate data from different sources. Those sources may include existing Customer Relationship Management (CRM) systems, marketing platforms, call-center data, ecommerce websites, and practically any other source with customer data. With Treasure Data’s CDP, companies have a flexible and future-proof tool that provides everything they need to connect data points across complex customer journeys. And complex customer journeys were what Danone Indonesia was aiming to resolve.
Danone Indonesia chose Treasure Data’s CDP to aggregate various customer data sources, including call-center data from their customer support line, Careline. As stated by Epsilon Analisa Akbar, Danone Indonesia’s Digital Analytics Manager, “Because we can connect our databases to Careline, we can drive meaningful conversations based on previous customer interactions and increase engagement.”
Using Treasure Data’s CDP, Danone Indonesia can identify consumer interests, track website engagement, and view previous purchases when customers call for support. Now having a single view of the customer, Danone Indonesia can track interconnected customer journeys across all digital and non-digital channels and see it on a single pane of glass. Beyond unifying data, Treasure Data’s CDP also makes AI-based recommendations such as Next Best Product, predicted lifetime value, and likelihood to churn. None of that was available with the manual process of cobbling together spreadsheets that Danone Indonesia had been used to doing.
How is this possible? Treasure Data’s CDP is powered by three primary Amazon Web Service (AWS) services: Amazon Kinesis Data Streams, Amazon Simple Storage Service (Amazon S3), and Amazon Redshift. Data is streamed into Treasure Data’s CDP through Kinesis Data Streams, serialized to Amazon S3, and then analyzed using an Amazon Redshift data warehouse. This is all happening behind the scenes of Treasure Data’s powerful Software as a Service (SaaS) platform.
Getting started is easy. Customers can take advantage of ready-built Treasure Boxes that allow you to deploy quickly and achieve light-speed acceleration of customer data applications using pre-built code, components, visualizations, and applications.
Since implementing Treasure Data’s CDP, Danone Indonesia has seen at least two immediate benefits:
- Improved customer trust: Treasure Data adheres to Danone Indonesia’s privacy policies and has helped improve the company’s security posture, especially when it comes to Personally Identifiable Information (PII) and other standards compliancy.
- Improved marketing measures: Treasure Data’s CDP has empowered Danone Indonesia to increase customer retention, which is a critical measure of sustainable business growth.
Thanks to the integrated customer profiles made possible by Treasure Data’s CDP, a new mom who calls the Careline to ask about the best product for her baby will receive coupons for Nutrilon Royal, Danone Indonesia’s baby formula. She’ll also receive relevant information targeted for each stage of her baby’s growth and development and be invited to attend an educational webinar that can boost her confidence as a mother. Multiply this by millions of customers contacting Danone Indonesia across various channels, each with their own customer journey, and it’s clear that Treasure Data plays an important role in helping the Danone Indonesia promote nutrition for all.
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AWS Partner spotlight
Treasure Data offers an enterprise Customer Data Platform (CDP) that balances privacy and data to power great customer experiences in marketing, service, and sales. Chosen by Fortune 500 and Global 2000 companies around the world, Treasure Data transforms how businesses serve customers and drive growth. Treasure Data’s CDP gets marketing, sales, and support teams on the same page using a customer data foundation that unifies profiles and coordinates customer initiatives. With Treasure Data, business can personalize individual customer journeys at scale anytime, anywhere.