Digital Transformation

The Indonesia marketing team had a problem that will feel familiar to anyone who has tried to do serious analytics in spreadsheets: they had plenty of customer data, but the workflow couldn’t scale. Their SHARE app captured rich ordering and promotion data across roughly 20,000 workshops. In theory, that dataset could answer critical questions—Which promotions actually change behavior? Which customers are worth reactivating? What kind of campaign works best for which segment?

In the fast-paced world of North American marketing, our lean team faced a significant challenge. We were tasked with supporting a rapidly growing e-commerce channel, yet we found ourselves spending an inordinate amount of time converting complex technical product documentation into customer-friendly marketing copy. This was particularly daunting given the extensive product catalog we managed. Under pressure to scale our content production quickly, the default solution propos

Transforming Shell's Lubricants Business: A Strategic Approach to Customer Retention In the competitive landscape of the lubricants industry, Shell's North America business stands out as the largest contributor to the company's overall performance, serving over 20,000 customers on a continuous basis. However, the leadership team faced significant challenges in monitoring customer churn and retention due to fragmented legacy systems and inconsistent definitions of customer met