Data & Analytics

Case Study: Danone Boosts Customer Intelligence with Safe Haven

May 20, 2021  |   LiveRamp

Danone, a global leader in food and beverages, needed to strengthen its consumer intelligence to sharpen its media strategy and boost ROI. 2020 had brought not only COVID-19-driven business disruption, but also new media consumption habits. These shifts impacted Danone’s product development and consumer messaging, so it was vital to gather insights and act as quickly as possible.

Danone wanted to use these insights to power a revitalized best-practice advertising program. This program would need to focus on a new, non-cookie, durable ID for consumer records while also remaining compliant with consumer data and privacy regulations such as GDPR and CCPA.

Unlike retailers with brick-and-mortar and e-commerce storefronts, Danone did not have data to reach large volumes of consumers directly, so forming accurate audience segments tied to key buyer personas was yet another hurdle.

How could Danone grow its shopper intelligence, reach and personalize media for active consumers, and measure advertising effectiveness?

Safe Haven provides the secure foundation for Danone’s data collaboration

In order to meet its lofty, long-term objectives, Danone turned to Numberly and LiveRamp to design a test centered on two objectives:

  1. Understanding the impact of digital advertising on audience segments and their path to purchase at one large retailer.
  2. Optimizing omnichannel activations based on transactional data provided by that retailer.

Danone started by tapping the data marketing experts at Numberly who deployed LiveRamp’s Safe Haven. Safe Haven is an advanced data foundation that supports omnichannel activation, deep record-level modeling, and full data security to enable collaboration among multiple trusted business partners. Safe Haven would provide the people-based regulatory-compliant foundation for refreshing Danone’s consumer intelligence.

To learn more, read the case study