ONeal: Unilever desarrolló su propia plataforma de management para manejar toda la data
Unilever seems to have found the formula to increase their income: promoting the company on social media. According to Shawn O’Neal, Global Data VP and Marketing Analytics of the company, positive mentions have managed to raise sales of the giant’s brands. ONeal said that the results were enough to convince the senior leadership of Unilever to “give us tens of millions more to continue what we are doing”. “I won’t get into details for proprietary reasons, but it’s not about the data. It’s not about the analysis. It’s not about the tool used. It is about the question they asked: Does social activity represent an increase in my sales, and the answer is yes” said ONeal. According to the executive, another revealing fact was that the data team of Unilever concluded that only one in a thousand TV ad impressions prompts a sale. For Ben & Jerry’s, he said Unilever has found that ice cream isn’t quite the unpredictable impulse category it is sometimes made out to be. “People tend to talk about ice cream in social media from Wednesday through Friday night, then buy it on Saturday. “So why are we spending money on Mondays and Tuesdays?” argued O’Neal.To manage all that data, Unilever developed its own data management platform. “I don’t know that it’s the right decision” he said. “We may get a new one next week”.
