PepsiCo’s Stephan Gans on how insights went ‘from silos to strategic powerhouse’
The development of PepsiCo’s digital insights tool – ADA – has freed up the insights team to work on answering the questions that really matter.
PepsiCo has undergone a “necessary” transformation of its consumer insights function, according to its chief insights and analytics officer Stephan Gans.
Over the last few years, the global food and beverage giant has rebooted its approach to consumer insights, aiming to convert disparate data into a unified tool for business growth. In 2017, though, upon joining PepsiCo, Gans was faced with a significant challenge.
Despite having hundreds of insights professionals across the globe, the company’s consumer insights function wasn’t working as a competitive advantage. In fact, it was operating in silos, with teams scattered across different geographies, brands and categories.
