Nestlé Purina Drives
AI-Enablement at Scale
Mastering consumer and vet data for a single source of truth.
Nestlé Purina
Industry: Pet Food
Customer: Since 2022
Data Types Mastered with Profisee
- Consumer
- Veterinary Clinics
Nestlé Purina has a strategic objective to become AI-enabled. To pursue this goal, they invested in creating an organization they call TheHive with the mission to ‘be a trusted business partner to enable AI at scale”. They would provide the tools, expertise and trusted data foundation to enable their data-driven – and specifically AI-driven – future.
TheHive realized that to be ‘AI-ready’ they would need to use MDM to build out a trusted data platform that would overcome the inconsistencies of data that was drawn from multiple legacy systems. They needed to match, merge, standardize and validate their data so it could be consumed for everyday business operations and analytics as well as the most sophisticated AI models.
“Based on the criteria that we had, Profisee stood out as the best fit for our needs. We build most of our data assets on Microsoft Azure, and we found that Profisee master data management and Microsoft Purview are natural fits for us.” (14:48-15:04)
Brian Zenk, Vice President of Data Science at Nestlé Purina
THE SOLUTION
Being a Microsoft-centric organization, Nestlé Purina implemented Profisee on Microsoft Azure cloud with Microsoft Purview as their governance platform. Going forward, Profisee implements and enforces the data governance rules specified in Purview to deliver trusted data products for analytics.
TheHive uses Profisee MDM to match, merge and standardize records, validating data through built-in integrations with third-party services and remediating records to drive trust in the data products TheHive delivers to its end business users.
“Without having master data management and data governance tooling in place… the data could still be wrong. If we don’t align the data across multiple data sources, then we’re probably still not able to drive trust in the data products that we’re delivering — we need the data to be correct. So the key for us is to have Profisee master data management and Microsoft Purview in place, which then allows us to deliver consumable data products that our business partners can really start to trust and leverage.”
Brian Zenk, Vice President of Data Science at Nestlé Purina
- Consumer
- Veterinary Clinics
With Vet 360, Nestlé Purina created golden records for hundreds of thousands of veterinary clinic records from previously siloed business applications. This allowed Purina to create a vet loyalty program, optimize logistics and delivery costs, improve reporting and enable the use of artificial intelligence for predicting and influencing purchasing intent — wins which, taken together, put Purina on a path toward significant revenue growth.
Purina expanded on this first success with the launch of Consumer & Pet 360, a more ambitious project aiming to capture and standardize tens of millions of consumer records from previously disconnected sources owned by various teams throughout the organization. Doing so not only allowed for more effective ad targeting and proactive customer service, but also let them present a consistent and supportive interface to their customers.
THE WINS
By using Profisee MDM in tandem with Microsoft Purview, Nestlé Purina successfully executed two initial projects: Vet 360 and Consumer & Pet 360.
Combined, these two projects represent significant revenue opportunities for Nestlé Purina both in terms of revenue and customer experience and loyalty:
- Build customer communities and loyalty programs
- Optimize ad targeting
- Predict and influence purchase intent
- Predictive and prescriptive analytics
- Build and maintain trust in data products for analytics
- Consumer
- Veterinary Clinics
“The key to [the Vet 360 use case] is that Profisee enabled us to build a golden record around vets and vet clinics, and that enabled us to integrate data across those multiple data sources. And really, this is the key to being able to unlock our data assets in ways that we were not able to before…our business stakeholders are telling us this will be a key to enabling significant revenue growth over the next two years.”
Vice President of Data Science at Nestlé Purina
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