Consumer Data Hub: Boosting Efficiency with Insights & Foresight Capability
Do your teams turn complex digital data into insight that feeds real decisions across the business?
- Client
- Reckitt · Centre of Excellence
- Setting
- In-house leadership, Reckitt
- Scope
- Global Social Intelligence Centre of Excellence
- Capability
- Operating model & Centre of Excellence design
Results at a glance
- £1Mannual cost reduction (£3M to £2M)
- 20+agencies consolidated into one lead partner
- 3categories served: Health, Hygiene, Nutrition
The challenge
Reckitt's Social Intelligence Centre of Excellence relied on more than 20 external agencies, and social listening projects were expensive.
The self-serve model lacked cohesion and slowed the company's ability to produce timely, actionable digital insight. The task was to rebuild the CoE into a model that delivered strategic insight faster and at lower cost.
The approach
I led the creation of the Consumer Data Hub, a serviced model that consolidated several agencies into one lead partner and drew on multiple digital data sources.
- Integrated category experts and moved from an “always-on” data approach to a leaner, question-led data model.
- Strengthened internal capability: three full-time employees and four external consultants.
- Put governance in place so digital insight was tied to business needs in every category.
Results & impact
- Overall yearly costs fell from £3 million to £2 million.
- Insight quality and speed improved, feeding use cases across innovation, communications, crisis management and trend spotting.
- Connected data sources strengthened the CoE's ability to anticipate consumer behaviour in Health, Hygiene and Nutrition.
Results have been altered for confidentiality.
“Natalie is a great agent for strategic change. She established our centre of excellence team, identified key areas to impact, and prioritised where to focus so plans could be delivered.”