Global consumer-facing mobile application
Technology
Maximize effectiveness of each marketing dollar spent
into marketing’s impact on sales
measured precisely across markets
of marketing investments through highly customized,
advanced tools
from the same
marketing budget
in marketing’s effectiveness and positive business impact
Click on each part of the journey to learn more about our client’s transformation.
Looking for the “one way” forward after acquisition-fueled growth.
Albertsons is committed to “one way.” Meaning that, as large as the company becomes, it aims to remain unified in its vision and in the systems and tools that support it.
Acquisition-fueled growth naturally opens the door to “many ways.” By 2019, different divisions and subsidiaries had their own back-office solutions. People, processes, and data were becoming more siloed.
A different kind of company might have assumed that decentralized processes are an acceptable consequence of multiple acquisitions. Or that you can’t be one of the biggest industry players and move with startling speed and agility when it comes to acquisitions. But accepting trade-offs like those is not the Albertsons way.
Company-wide opportunities
Finance Opportunities
HR Opportunities
290,000+ Albertsons employees come together every day in the cloud.
Today, cashiers at 2,200 stores all log their hours via the same mobile app. That data flows seamlessly to payroll, and across the enterprise-- where it’s available for everyone from store managers making data-driven staffing projections to CFOs reviewing budgets.
Back-office staff spend less time on manual processes and more on analyzing data in ways that help lower costs and improve performance every day, and inform due diligence during acquisitions.
HR executives and business managers find it easy to access candidate information, share observations and schedule interviews, quickly and easily moving the right candidates through the hiring process.
And candidates who become new hires, continue through the same efficient, cloud-based environment as they complete onboarding and get to work—already a part of Albertsons’ “one way.”
Company-wide success
Finance Successes
HR Successes
Making sure the “one way” continues to be the best way.
Long before the go-live date, Albertsons was collaborating with Oracle and KPMG about future initiatives. They wanted to know what to expect from upcoming product releases and how they should be planning to leverage new functionality.
The company’s agile mindset combined with its investment in Oracle Cloud and KPMG Powered Enterprise will keep it in a position to continue evolving, always finding the best way forward as one, strong enterprise.
Finance Vision
HR Vision
KPMG viewed the engagement in four defined phases: defining the scope of the project; assembling and parsing the data; building the models and the optimization engine; and reporting on results to prepare the client to go further.
Aligning on vision
As a first step, KPMG worked with the client team to align on and articulate their marketing effectiveness measurement and management goals, as well as to understand the gaps between their current capabilities, data and systems, and their vision. Ultimately, the client wanted the ability to allocate spend intelligently across markets and channels. KPMG tailored the engagement to help the client achieve its goals:
Compiling the information
With objectives defined, KPMG worked with the client to collect the necessary internal and external data, determined quality levels and gaps, prioritized the missing pieces, and established priorities for enhancing the toolset going forward. Throughout the process, KPMG advised on the data-related implications for the analysis and how they might impact strategy, finance, and other key business areas.
Putting it together
Working alongside the client’s marketing analytics team, KPMG built and summarized results for multiple machine learning models across the client’s priority markets and KPIs. After quantifying each channel’s performance in each market, KPMG built a “spend optimization” tool that enabled fine-tuning of the client’s marketing mix and investment levels to achieve specific objectives, such as revenue targets, customer acquisition goals, and market share increases. KPMG also built decision-support toolsets that allowed even non-technical users to access model results.
Up, running, and better all the time
KPMG facilitated data gathering, capability implementation, and education of both working teams and stakeholders. Working side by side, KPMG helped the client crystallize specific near-term actions to achieve business goals efficiently and effectively; and developed a go-forward roadmap to address the client’s broader, longer-term measurement and implementation objectives.
After KPMG and the client built and delivered the models, the teams worked together to ensure these toolsets and insights were productively integrated within the client’s marketing strategy and budget planning processes. The highly invested client team can now call themselves data-driven marketers.
Our team of Customer Advisory specialists can help you understand what your customers need—and transform the way your organization delivers value. Combining business experience with functional acumen, we provide you with deep economic analysis, robust customer insights and market intelligence, and strategic business direction to help you generate ROI from your investments in customer-centricity.
Let’s talk about the ways data and analytics can transform your marketing effectiveness.
Principal, US Customer Advisory COE Lead and US Customer Advisory Leader, Commercial Industries, KPMG US
+1 636-614-4250
