MightyHive and Mondelēz—Connecting Ads to Sales

Ground-breaking Insight into Global Media Measurement Results in +10% ROI

Two years ago, multinational food and beverage company Mondelēz International made a bold marketing decision to standardize (and in the process revolutionize) digital advertising measurement throughout its entire brand portfolio. The goal was simple: better consumer connections and better advertising measurement using data. However, for a large Consumer Packaged Goods (CPG) advertiser without much direct-to-consumer data, this was going to present a challenge.

“Because it wasn’t just going to be what I use as the Global Head of Media, it was going to be what the next six to eight Heads of Global Media are going to need.”
— Jonathan Halvorson, VP Global Media, Digital, and Data, Mondelēz International

Modernizing and Future-Proofing

With the vision laid out, Mondelēz needed a partner that knew how to make it happen. Mondelēz leadership called on MightyHive to create a roadmap that would advance its digital transformation agenda and bring the vision to life.

Jonathan Halvorson, VP of Global Media, Digital, and Data at Mondelēz explained that his company saw the move as a vital safeguard for the future. “We charted out a vision so that whatever we built was going to be able to last the test of time,” said Halvorson. “Because it wasn’t just going to be what I use as the Global Head of Media, it was going to be what the next six to eight Heads of Global Media are going to need.”

Building the Next Generation of CPG Advertiser

Halvorson touched on the Herculean steps needed for Mondelēz to become a data-driven CPG able to tie digital advertising campaigns to concrete results:

  1. Gaining Access to Data: Mondelēz data was owned by third parties and distributed across disparate ad server networks. MightyHive helped Mondelēz assume ownership of ad platform tech contracts and gain direct access to log-level reporting data.
  2. Establishing Data Governance Standards: MightyHive established data governance standards to ensure that digital campaigns across brands and markets would yield “apples to apples” reporting data. With standards in place, MightyHive created a playbook for Mondelēz partners to ensure data consistency across brands and regions.
  3. Modernizing the Infrastructure: MightyHive worked with Mondelēz to tie point-of-sale data to media, helping Mondelēz become the first CPG in its category to draw direct correlations between digital marketing and sales.
  4. Enabling Smarter, Faster Decisions: MightyHive developed dashboards according to the needs of Mondelēz decision-makers, putting real-time performance and actionable insights at their fingertips.

Better Insights Lead to +10% ROI

“We were the first CPG company in our category to be able to see the direct correlation between our digital advertising and sales”
— Jonathan Halvorson, VP Global Media, Digital, and Data, Mondelēz International

With better insight into performance, Mondelēz has seen a +10% return on investment, gained an edge over its peers in the CPG space, and laid the foundation for ongoing innovation in closed-loop advertising measurement.