Henkel

B2B Digital Marketing Performance and Data Strategy

Posted Sep 14, 2020
Project ID: 2619620
Location
Remote
Duration
1 year
(Sep 28, 2020 - Sep 27, 2021)
Hours/week
40 hrs/week
Payrate range
Unknown

*Please note: the service contract for this position will not be concluded with Henkel AG & Co. KGaA but with an external party”.


Project Scope & expected detailed deliverables:


To enhance our Digital Transformation Program with a solid data foundation, with growing our data capabilities and skills across the organization, we would need consulting on Data Strategy, Data modeling & integrated Digital Marketing Performance.



Strategic consulting / B2B Digital Transformation – Program NOW - Performance:

  1. Consult / Design / build / review current DMT Program KPI set approach at overall Program level and single pilot level (5 pilots in scope) plus Foundation level cross-pilots
  2. Define best tiering approach to report at Executive, management and operational level on a bi-weekly, monthly, quarterly and annual basis
  3. Leverage multiple data sources and Digital channels (Websites, SEO, own Marketplace, 3rd party Marketplaces, Customer/Distributor Portals, Marketing Automation (TBD) & Sales Automation (SAP CRM), new Service Cloud, etc.)
  4. Design & Implement automated reports in collaboration with Henkel Dx in Countries and Central teams (Henkel Digital IT teams)
  5. Train and educate all relevant business stakeholders by producing relevant documentation (that will be validated and approved by Henkel) and hosting dedicated sessions via TEAMS



Consult Harmonized Data Model development

  1. Consult and advice on new harmonized Data model to integrate Marketing, Sales and Service processes, starting with our Henkel Data Foundation (HDF, based on Azure) 
  2. Consult on Data Model Design
  3. Advise on suitable data architecture to fulfil Marketing purposes
  4. Consulting during implementation of the model



B2B Customer Segmentation 

  1. Define and roll out a Customer Segmentation model across Henkel Adhesives B2B businesses, touching SMB, Professionals and Key Accounts
  2. Work cross Marketing, Sales and Customer Service Functions to get any useful Customer data points, beside 3rd party data. Consult environment DxA on data gathering and data sources (Henkel Adhesives IT/Tech & data function) 
  3. Align (Digital) Marketing Customer Segmentation model to Sales (including GTM approach) and Customer Service existing G1 to G5 segmentation and new value-based segmentation (WIP)
  4. Advocate the model within the organization
  5. Train and educate all relevant stakeholders by producing relevant documentation (that will be validated and approved by Henkel) and hosting dedicated sessions via TEAMS



B2B CLTV model (SMB and KA) – covering all 5 pilots/ business models

  1. Based on specific Program NOW pilot needs, design, build and scale-up a new B2B CLTV data model for SMB and Key Accounts, in order to boost long term profitable Customer Engagement
  2. Embed CLTV within new Customer Segmentation approach
  3. Priorities in 2020: Pilot 1 and 3 for SMB and Pilot 4 for Key Accounts. In Q1 2021 we also include Pilot 5
  4. Train and educate all relevant stakeholders by producing relevant documentation (that will be validated and approved by Henkel) and hosting dedicated sessions via TEAMS


Lead Scoring model - covering all 5 pilots/business models

  1. Design, build and scale up new SMB and KA Lead scoring model(s), to further strengthen Marketing & Sales collaboration and boost quality Lead generation, lead conversion through the funnel to optimize Campaign ROI and overall CLTV
  2. Test and prove the model iteratively within key pilots before scaling it up
  3. Implement lead Scoring model within Marketing and Sale Automation tooling
  4. Priorities in 2020: Pilot 1 and 3 for SMB and Pilot 4 for Key Accounts. In Q1 2021 we also include Pilot 5
  5. Train and educate all relevant stakeholders by producing relevant documentation (that will be validated and approved by Henkel) and hosting dedicated sessions via TEAMS

 

 

 

Possible timelines to be kept

The following timelines are to be adhered to by the contractor during the performance of the service:

 

12 months engagement, starting ASAP in September 2020:

All the above services need to start at the same time as soon as the engagement will start and continuously be optimized and improved over the course of 12 months in order to fine tune the whole data strategy approach


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