PepsiCo Unlocks Granular Growth Using a Data-Driven Understanding of Shoppers
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MIT_CISRwp439_PepsiCoDX_Wixom.pdf
Size
2.15 MB
Format
Adobe PDF
Checksum (MD5)
979a2e0556e8e1d423a1aa386ee72f68
Author(s)
Wixom, Barbara H.
Date Issued
December 19, 2019
Publisher
Cambridge, Mass.: Center for Information Systems Research, Sloan School of Management, Massachusetts Institute of Technology
Citation
Wixom, Barbara H. “PepsiCo Unlocks Granular Growth Using a Data-Driven Understanding of Shoppers.” Working paper 439, Center for Information Systems Research, Sloan School of Management, Massachusetts Institute of Technology, 2019. https://dspace.mit.edu/handle/1721.1/175414.
Series/Report no.
MIT Sloan School of Management Working Paper 6768-19
CISR Working Paper 439
Abstract
In 2019, PepsiCo was a $65 billion global consumer packaged goods company that offered a suite of data analytics capabilities called PEPWORX. The capabilities enabled PepsiCo and its retail customers to unlock granular growth in the marketplace by helping users of PEPWORX better understand how to optimize store-level assortment and total store space, manage marketing dollars more effectively, and successfully launch and manage innovative marketing programs. PEPWORX was the product of a centralized unit at PepsiCo called the PepsiCo Demand Accelerator, established in early 2015, which helped the company build an advanced analytics platform, a large anonymized shopper-level data set, and an array of information solutions, ultimately packaged as PEPWORX. Over that time, the PEPWORX capabilities supported PepsiCo in transforming the nature of its retail customer relationships from transactional to collaborative.
Subjects
Data monetization
Innovation and Strategy
Enterprise Architecture
Business Models
Assessing and Communicating IT Value
Business Agility
Data Management, Analytics, and Use
Digital Innovation
IT-based Business Transformation
Data wrapping
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