Data-driven Journey
summary
Pernod Ricard builds a data platform and shrinks 80 scattered projects to three company-wide programs: Matrix (Bayesian MMM) for marketing mix optimization, an automated promotions ROI detector that flags negative campaigns, and a field-sales STAR geo-optimization route engine. Tech stack uses Snowflake, Databricks and public cloud; a data portal and developer portal host APIs and datasets; more than 50+ data scientists & engineers scale work across markets; targeting a slice of a €1 billion marketing budget, ~5% uplift as measurable ROI.
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chapters (9)
- 0:00Intro
- 0:50Agenda
- 3:40New Headquarters
- 6:45New Approach
- 13:37Team Structure
- 15:23Team Overview
- 17:08Business Model
- 19:03Summary
- 21:22Questions
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