Consumer Insights: Finding and Guarding the Treasure Trove

Consumer Insights: Finding and Guarding
the Treasure Trove

2
Executive Summary
Consumer Product (CP) companies operate in an industry where the fundamental rules of
the game are changing. The growth of e-commerce, the ability to bypass retailers, the rise
of private labels, and the advent of niche CP startups are just some of the trends that are
reshaping the sector.
But one significant change that stands out in particular is the direct connection that CP
companies today have to the needs and aspirations – the ‘pulse’ – of consumers. This is,
to a large extent, thanks to the rise of digital channels. With the growth in channel data on
consumers, our new research shows that consumer insights is a core part of the strategic
agenda for over 80% of CP companies. Companies are using consumer insights to enhance
the effectiveness of marketing campaigns, to roll out new products and refine existing ones,
and obtain cost savings and efficiencies in operations.
However, extracting value from consumer insights is proving to be a tough proposition for
many. Our research demonstrates a clear gap between those who are using insights to gain
a competitive edge (the Front-Runners) and those who are struggling to keep up (the Slow-
Starters). Our research shows that Front-Runners:
ƒƒ Make higher investments than slow-starters – a strategy that is paying off
ƒƒ Maintain an edge through committed leadership
ƒƒ Build close alignment between producers and consumers of insight, i.e. between the
consumer insights teams and marketing, sales or supply chain organizations
ƒƒ Improve their decision-making process through consumer insights
ƒƒ Work with the right data and have built or secured the requisite skills
With consumer data being a defining trend in the sector, there is a massive challenge that will
hit all CP companies, leaders and laggards alike – the protection and use of consumer data.
We found that an overwhelming 90% of companies have faced a data breach and nearly one
in two companies do not comply with industry regulations. This concern is amplified by the
fact that the EU’s new regulations on privacy (GDPR) are not too far away from coming into
force. In fact, our analysis shows that hypothetically, if GDPR were to be implemented today,
the global CP industry could face penalties of up to $323 billion, in a worst case scenario.
Getting consumer insights right is not an impossible task, but it requires a structured
approach. CP companies need to fix their governance structures for insights, develop the
right capabilities and establish the role of a chief privacy officer. The benefits of consumer
insights are there for everyone to see, but sustaining value over the long term will require CP
companies to focus on privacy issues as a matter of urgency.

3
1.2
billion
The number
of emails P&G
receives per
year
83%
Executives of
large consumer
products
organizations
who consider
consumer
insights as
strategic to
their business
Consumer Insights are Paying Off for the
Consumer Products Industry
Figure 1: Consumer Insights has Established Itself as a Strategic Initiative at
Consumer Products Organizations
N=300. Percentages indicate share of industry professionals in our survey who selected one of these options.
Source: Consumer Insights Survey, Capgemini Consulting
The times are changing fast for the consumer
products industry. CP firms today have a direct
hotline to consumers. The emergence of social
media, and the proliferation of data from across
channels, give consumer products companies an
unprecedented opportunity to tap into a treasure
trove of data. For instance, P&G today maintains
over 1,500 websites with more than a billion visitors,
500 different customer relationship management
programs touching more than 100 million customers,
around 800 opt-in statements, and receiving over 1.2
billion emails per year1
.
Consumer insights has moved from being a
supporting input for product and marketing tactical
needs to being a core part of the strategic agenda at
consumer products firms. Our new research shows
that consumer insights is now a key priority for over
80% of executives of large consumer products
organizations (see Figure 1).
The strategic importance of consumer insights is
clear at large consumer products organizations.
Companies such as Unilever have recognized the
potential of consumer data and have gone full steam
ahead. As Unilever’s ex-VP of analytics told us, “To
date, retailers know everything about a customer
shopping in-store… But, e-commerce helps us
understand what goes on outside the store. All
of a sudden, the balance of power between us
We refer to “consumer insights” as the function or group in consumer products organizations whose key
objective is to analyze consumer data and produce actionable insights to empower business decisions in
organizational units such as sales, marketing and supply chain. The Institute of Direct and Digital Marketing
defines the idea behind consumer insight as: “A non-obvious understanding about your customers, which
if acted upon, has the potential to change their behaviour for mutual benefit.” a
a
The Institute of Direct and Digital Marketing, “The 4 essential elements of true customer insight”, January 2015
1%
83%
Not Strategic
Strategic for a few business
units/brands only
Don’t Know/Can’t Say
Very Strategic - initiated and
monitored at the very top level
16%
41%
42%
and the retailers is shifting. That is the impact of
e-commerce2
.” Unilever has established people
data centers in five key markets to provide real-time
insights into consumer-related questions, combining
a variety of live data sources such as social media
channels. They listen to over 220,000 conversations
per day in ten languages3
. Unilever was able to
identify savings of over €4 million in digital marketing
and e-commerce in six months.

4
90%of CP
organizations
have been
successful in
using consumer
insights in
inventory
planning
Insights Enhance Effectiveness of
Marketing Campaigns.
Over 54% of companies in our survey leverage
consumer insights to support marketing campaign
design and execution and 86% achieved moderate
to high success. Shawn O’Neal, Unilever’s ex-VP
of Analytics explains, for example, how ice cream
brand Ben & Jerry’s exploits insights. “About 80% of
all Ben & Jerry’s gets sold on Saturday. […] However,
we observed that most of the conversations on
social media happen on Thursday and Friday, not
on Saturday […] which means they are open to
digital influence on that day. Therefore, why run
ads on a Monday or Tuesday, when probably 99%
of impressions are wasted? But on Thursday and
Friday, the value of impressions may go up 5% or
10%. That is a dramatic difference on the same level
of advertising spend5
.”
Insights Help Roll Out New
Products and Refine Existing Ones.
Sixty-one percent of companies leverage consumer
insights in new product development and 76%
report that they have experienced moderate to high
levels of success.
ƒƒ At Pepsico, the insights team continually surveys
the market to understand popular products. They
monitor consumer sentiment that can directly
impact product R&D, as happened with the
removal of aspartame from Diet Pepsi products6
.
ƒƒ Harry’s, which took on the twin giants of Gillette
and Schick in the US razor market, offered their
products through a subscription-based model
with a free trial option, enabling customers to
test their razor before committing to a specific
shaving system. Jeffrey Raider7
, co-founder/co-
CEO of Harry’s says, “At Harry’s, we bought our
own factory in order to incorporate customers’
feedback directly into the product development
process. We proactively reach out to every
customer to let them know that we’re here for
them and that we’re listening to them, and we
use that feedback to drive our business.”
Insights Offer Cost Savings and
Efficiencies in Supply Chain
Operations.
Supply chain operations represent a high impact
area for consumer insights. For instance, 57% of
companies have employed consumer insights in
inventory planning, with 90% of them reporting that
they have achieved moderate to high level of success
in it. Similarly, 54% of companies have utilized
consumer insights to optimize their organizations’
supply chain networks, with 87% experiencing
moderate to high success. Our experience of
working with large global CP companies confirms
how the optimum use of insights can drive significant
benefits. For a major global beverage manufacturer,
we created a continuously learning neural net
forecast algorithm that incorporated over 300 factors
including retailer POS data, retailer pricing, cross-
retailer sales interactions and seasonality among
others. The results are telling. We were able to get to
a ~90% demand accuracy forecasting at store level8
.
In another client engagement, we identified stock-
keeping units that were slow-moving, unpopular
with consumers, and also low-margin. These units
impacted the total cost of carrying inventory and by
rationalizing 60% of them, we found potential for an
11% reduction of total inventory.
CP companies are right to bet big on consumer
insights. Our analysis across CP functions reveals
that consumer insights create benefits across
marketing, sales and supply chain (see insert on
“Consumer Insights Create Benefits across CP
Firms’ Marketing, Sales and Supply Chain”).

5
Consumer Insights Create Benefits across Marketing, Sales and Supply Chain in
Consumer Products
A detailed analysis of the business activities enabled by consumer insights, and the success that results, reveals that
consumer insights create benefits across marketing, sales and supply chain (see Figure 2). This analysis can help CP
companies compare the level of success across different activities and adopt learning and best practices from the
processes that have been more successful.
New Product Development
Brand Strategy
Customer Retention
Customer Experience
Forecasting
Content Creation
Trade Spend
Optimization Fleet Optimization
Channel Management
Brand
Pricing
Demand Sensing
Category
Strategy
Smarter Product Distribution
& Supplier Performance
Management
Inventory Planning
and Replenishment
S & OP
Customer Acquisition
Salesforce
Management
Category Management
Network Optimization
Understanding Marketing
Payback/ROI
Assortment Breadth
Campaign Design
and Execution
Customer engagement
Success Realized from Consumer Insights
Marketing Activities Sales Activities Supply Chain Activities
Cross-Selling and
Up-Selling
LevelofEnablementofActivitiesbyConsumerInsights
Figure 2: In Which Activities do Consumer Products Companies Realize Benefits from
Consumer Insights?
Vertical axis represents the share of companies where a particular activity is enabled by consumer insights, while the horizontal axis represents the
average level of success experienced by companies in leveraging consumer insights for that activity.
ƒƒ 58% of companies leverage consumer insights in marketing and product development, specifically in activities
such as customer engagement, brand pricing, and marketing campaigns. Companies have experienced low to
moderate levels of success from the use of consumer insights in these activities. A major reason behind this could
be the inherent distance between marketing and sales in complex organizations, making it harder to measure and
tailor marketing to drive specific business outcomes such as customer loyalty, new revenues and promotions.
For instance, a Nielsen estimate suggests that 59% of trade promotions from consumer product companies fail
to break even and eliminating 22% of promotions would in fact increase sales revenuea
. The explosion of new
channels, such as Web, mobile and social media, creates further challenges for marketing.
ƒƒ 53% leverage consumer insights in sales and trade marketing activities. However, they appear to have enjoyed
greater success. This indicates that it is a high potential area that needs to be supported and exploited.
ƒƒ 57% have deployed consumer insights in operations activities related to the supply chain and manufacturing.
Success is more pronounced in operations than it is in marketing or sales.
a
Nielsen, “Trade Promotion Doesn’t Have to be a Guessing Game”, December 2014

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13%
37%
22%
16%
10%
3%
Very successful
– exceeded
expected ROI
and results
Successful –
achieved
expected ROI
and results
Too early to say
/ Don’t know
Unsuccessful –
did not achieve
expected ROI
and results
Very
unsuccessful –
efforts were a
complete failure
We do not
measure
success / ROI
26%
of CP firms
are struggling
to experience
success from
consumer
insights
Figure 3: Success in Exploiting Consumer Insights
N=300 respondents
Percentages indicate the share of respondents who agree with the statement or selected the respective option.
Half of CP Companies are Experiencing Success from Consumer Insights,
Although 26% are Struggling.
Digital-First Brands are Using Data to Disrupt Incumbents
Digital-first brands are increasingly using data to disrupt traditional consumer products
companies. Small and midsize firms took 1.6 share points, or nearly $10 billion in sales, from
the larger consumer products companies from 2009 to 2012. There are dedicated VC funds,
crowdfunding platforms and accelerators that help these digital startups. CircleUp, an equity
crowdfunding platform for consumer goods startups, has helped investors put $140 million into
120 companies . Many of these startups have come up with a direct-to-consumer model, or
have relied on social networks such as Facebook to reach the long tail of their target audience.
And, as in other sectors, disruption causes competitive friction. There are ongoing legal disputes
between Gillette and Dollar Shave Club, and between Unilever and Hampton Creek.
Sources:
1. Adage, “How Tiny Startups Like Hello and 800Razors Are Stealing Share From CPG Giants”, October 2013
2. Fortune, “Where The Next Ben & Jerry’s Can Find Investors”, November 2015
CP firms are split on whether this focus on consumer
insights is driving the results they expected. Half of
all respondents in our survey believe that consumer
insights either delivered the return they expected, or
exceeded ROI (see Figure 3). But close to a third did
not, with 1 in 10 actually saying their program was a
complete failure.

7
Figure 4: Consumer Insights Maturity Matrix Highlights Key Differences Between
Consumer Products Firms on the Breadth and Success of Consumer Insights
Number of companies = 86, number of respondents = 300. Vertical axis represents companies’ score on the “breadth of consumer
insights” , – a composite score calculated based on factors such as – level of organization at which consumer insights are aggregated (e.g.,
brand-wise, category-wise, at a regional or global level etc.), and the key business activities enabled by consumer insights in marketing,
sales, and supply chain. The horizontal axis represents the average level of success experienced by these firms on a scale of 1 = “Very
unsuccessful” to 5 = “Very successful”.
Source: Capgemini Consulting analysis
ƒƒ Slow-Starters. Companies that leverage
consumer insights in few activities and do not
achieve much success
ƒƒ Cautious Adopters. Companies that enable few
activities with consumer insights but experience
greater success in those
Our research indicates that Front-Runners
outperform their peers on key areas. For instance,
Front-Runners invest more in consumer insights,
enjoy greater leadership support, manage a
coherent operating model, and focus on continuous
improvement in decision-making.
While the industry as a whole is convinced about
the benefits of consumer insights, and concrete
results are beginning to accrue, a gap is opening
up between leaders and laggards in the industry.
To understand what characterizes front-runners
and the rest of the field, we took a closer look at
the companies in our survey. As Figure 4 shows,
the industry landscape segments into four key
categories:
ƒƒ Front-Runners. Companies that enable a
relatively large number of activities with consumer
insights and also achieve significant success
ƒƒ Fast Followers. Firms where consumer insights
enable a breadth of activities but where success
is more limited
How to Make the Most Out of Consumer
Insights?
BreadthofConsumerInsights
Front-Runners
Cautious AdoptersSlow-Starters
Fast Followers
Success in Realizing Beneﬁts from Consumer Insights

8
Front-Runners’ Higher
Investments into Consumer
Insights are Paying Off.
As Figure 5 shows, Front-Runners invest a greater
percentage of their functional budget in consumer
insights than Slow-Starters across nearly all budget
buckets (i.e., the budget of the functional unit that
houses the consumer insights group, such as
Marketing or Sales). Our survey reveals that 58%
of Slow-Starters spend less than 10% of their
functional budget on consumer insights. However,
Front-Runners distribute their investment across
several buckets, where 5% of them also go to the
extent of investing over 30% of functional budget on
consumer insights.
Figure 5: Front-Runners Invest More in Consumer Insights than Slow-Starters
Horizontal axis represents the share of functional budget that is allocated to consumer insights. The question asked was: What is your
level of investment in consumer insights as a percentage of your functional budget? Respondents may have taken a general view of the
functional budget, such as including administrative expenses and compensation as part of budget allocation.
Percentages indicate share of respondents who indicated the respective option as the share of spend on consumer insights at their
organization. Percentages do not total to 100 as some companies do not measure the level of investments specific to consumer insights.
5%
0%
19%
13%
19%
13%
46%
12%
3%
0%
Less than 5% 11-20% 21-30% More than
30%
BudgetAllocationto Consumer Insights
6-10%
Front-Runners Slow-Starters
Greater Leadership Support for
Consumer Insights Keeps Front-
Runners Ahead.
Front-Runners align their top leaders to fully support
and sustain consumer insights. As Figure 6 shows,
nearly 69% of Front-Runners cite that consumer
insights are very strategic to their organization and
that it is initiated and monitored at the very top level.
A consumer insights professional we interviewed
at a large consumer products organization told
us, “We have daily interactions with the local top
management. We also have very close connections
with business partners in all countries in our region,
wherein every two or three days, we share updates
of what’s happening, what we are doing and how it’s
related [to business].” This shows the importance of
leadership support and involvement of the regional
and local leaders in leveraging consumer insights for
business decisions.
At over
two-
thirdsof
Front-Runners,
consumer
insights is
initiated and
monitored at
the very top
level

9
Front-Runners have a Coherent
Operational Model Supported by
Consensus between Producers and
Users of Consumer Insights.
The operating model of how producers of consumer
insights work with the users of consumer insights
(business teams such as marketing or supply chain)
has a profound effect on their success. For instance,
our research reveals that:
ƒƒ 81% of executives across functional areas at
Front-Runners say that users of consumer
insights at their organization are given the
support required to interpret and act upon
consumer insights (see Figure 7). This is in stark
contrast with Slow-Starters, where only 48% of
respondents say the same.
ƒƒ Our research indicates that alignment between
the producers and users of consumer insights
Figure 6: The Leadership Support at Front-Runners Gives Consumer Insights a Big Boost
69%
27%
Front-Runners Slow-Starters
The nature of consumer insights is
very strategic at our organization
and it is initiated and monitored at
the very top level
goes a long way in helping CP firms to achieve
the desired results from their consumer insights
initiatives. For instance, at Front-Runners,
producers and users seem to place similar
emphasis on the use of consumer insights for
supporting critical business decisions, which
was not the case with Slow-Starters. This is
a likely result of a stronger collaboration and
shared objectives between the two groups at
Front-Runners that Slow-Starters find harder to
implement.
ƒƒ Further, at Front-Runners, the two groups are
more closely aligned regarding the decision-
making process that has been improved through
consumer insights. This is not the case at Slow-
Starters. For instance, 64% of producers at
Slow-Starters believe that consumer insights
have driven insight-driven decision-making into
more business units. But only 39% of users at
Slow-Starters believe this to be the case.

10
Figure 7: A Mature Operating Model Gives Front-Runners a Head Start over their Peers
56%
36%
60%
61%
Fast-Runners
Users of ConsumerInsightsb
Producers of ConsumerInsightsc
Users of ConsumerInsights
Producers of ConsumerInsights
Diﬀerence:25pp
Diﬀerence:4pp
Slow-Starters
Front-RunnersSlow-Starters
81%
48%Users of consumer insightsa
are given
the support required to interpret and
act upon consumer insights
45%
73%
55%
64%
33%
42%
73%
39%
Slow-Starters
56%
63%
56%
75%
67%
75%
58% 73%
Front-Runners
Producers Users Producers Users
Using data
and insights in
strategy
formulation
process
Quality and
varietyof data
Time to make
& implement
decisions
Expansion of
insights driven
decisions into
more business
units
Using data and
insights in
strategy
formulation
process
Quality and
varietyof
data
Time to make
& implement
decisions
Expansion of
insights driven
decisions into
more business
units
Aspects of Decision-Making Process Improved through Consumer Insightsd
a. For example, marketing, sales and supply chain professionals
b. Business teams such as marketing, sales and supply chain that make use of consumer insights to take decisions
c. Consumer insights professionals belonging to the consumer insights function at CP firms
d. Horizontal axis represents various facets of a general decision-making process that companies seek to improve using consumer insights. For
instance, 58% of users and 56% of producers of consumer insights at Front-Runners believe that their firm has improved the time taken to make
and implement decisions through the use of consumer insights
We use consumer insights for supporting critical business decisions across all functions

11
Figure 8: Front-Runners have Improved Their Decision-Making Processes through
Consumer Insights in the Last Three Years
Percentages indicate the share of Slow-Starter and Front-Runner companies whose respondents agree (in majority) that a particular facet of
the decision-making process has been improved through use of consumer insights in the last three years
Front-Runners Seek to Improve their Decision-Making Process through
Consumer Insights.
Many consumer products firms have already
started working on improving their decision-making
process through consumer insights. However,
what sets the Front-Runners apart is their focus
on improving all aspects of the decision-making
process (see Figure 8).
Our survey suggests that Front-Runners are more
determined than Slow-Starters to continuously
improve their decision-making process (see Figure
9). A consumer insights professional at a large
consumer products firm we interviewed conveyed
his firm’s focus on continuous improvement,
52%
67%
55%
61% 63%
67%
34%
41%
48%
43%
52%52%
Quality of
insights
Using data and
insights in strategy
formulation
process
Quality and
variety of
data
Assessing the
impact of
decisions
Time to make &
implement
decisions
Expansion of
insights driven
decisions into more
business units
“You cannot afford to stay stagnant in an environment
that is continuously changing around you. If you
stay still, you lose the game. As a company we have
adapted our practices through the years, while also
trying to be proactive with change and remain a
step ahead of what the market or consumers may
be thinking.”

12
Figure 9: Front-Runners Seek to Improve their Decision-Making Process in the Next
Three Years Too
Percentages indicate the share of Slow-Starter and Front-Runner companies whose respondents agree (in majority) that a particular facet of
the decision-making process needs to be improved through use of consumer insights in the next three years
Source: Consumer Insights Survey 2016, Capgemini Consulting
Using data and
insights in
strategy
formulation
process
Assessing the
impact of
decisions
Time to make
& implement
decisions
Expansion of
insights driven
decisions into
more business
units
Quality and
variety of
data
36%
50%
36% 36%
68%
45%
64%
72%
64% 75%
58%
73%
Quality of
insights
Slow-Starters Front-Runners
Availability of Right Data and the
Associated Skills Enable Greater
Exploitation of Insights for Front-
Runners. Fewer Front-Runners are challenged
by the availability of data and data-related skills,
indicating that more have reached a mature level of
capability. But for Slow-Starters:
ƒƒ Close to three-quarters cite “unavailability of
adequate consumer data” as a serious challenge
ƒƒ 36% cite “non-availability of the required skills”
ƒƒ 45% say that lack of integration across data
sources hampers their ability to generate insights
(see Figure 10).
“I think we’re facing numerous challenges related to
data. Particularly, we need to step up in terms of
getting more data, building necessary skills to help
us analyze and interpret the data in detail.” Supply-
chain executive, Scandinavian consumer goods
company
Nearly
1 in 2
Slow-Starters
cite lack of
integration
across data
sources as
key obstacle
in ability to
generate
insights

13
Figure 10: Few Front-Runners Face Data and Talent Related Issues – An Indicator
of Their Maturity
Percentages indicate the share of respondents who perceive these challenges
19%
6%
25%
73%
36%
45%
Unavailability of adequate data
Non-availability of the required skills
Lack of integration across data sources
Front-Runners Make Effective
Use of Personally Identifiable
Information to Enhance Consumer
Understanding. Front-Runners also have a
lead on their peers in terms of the use of personally-
identifiable information (PII) on consumers. Over 56%
of Front-Runners say that they are actively finding
ways to collect personally-identifiable consumer
information, in comparison to nearly 36% of Slow-
Starters. PII is particularly useful in high-impact
marketing campaigns that involve personalization.
However, Front-Runners do need to bear in mind
the sensitivity involved in collecting, storing and
using PII. With a new policies such as the European
Union’s General Data Protection Regulation9
close
to becoming a reality, the use of personal data is
under increasing scrutiny.

Key challenges facing CP Companies
Cite lack of clarity in the reporting structure and/or
objectives of the consumer insights function as a major challenge
Lack of clearly-deﬁned roles for Consumer Insights
professionals as a major challenge
Lack of Management Buy-In
consumer insights initiatives are
initiated or monitored at the
very top-level
Only
45%
38%46%
Absence of Clearly Deﬁned Roles and Responsibilities
Lack of robust processes
Have taken little action to reduce time taken
from insight generation to business action
Unable to link KPIs/performance
measurement of departments to insights
51% 52%
Do not have adequate
consumer data
Lack the skills necessary
for generating actionable insights
Have not updated their talent development
practices related to generating consumer insights
43% 40% 48%
Inadequate Data and Associated Skills

15
What are the Sources of Data for Consumer Products Companies?
Consumer Products firms have taken initial steps to integrate data from new sources in order to
generate more relevant consumer insights. However, more still needs to be done. For instance, only
37% of firms are using mobile-tracking data (such as payment/transaction data from mobile apps)
and only 44% are using distributor and retailer data (e.g. POS data, loyalty programs, e-commerce).
Surprisingly, social media and location data are being used by only 52% of firms (see Figure 11).
A relatively low use of core enterprise systems data (38%) is a worrying sign as it raises questions
around organizations’ ability to fully exploit the data they own and the problem of aligning and integrating
disparate datasets. It is also indicative of a possible lack of coordination between IT, consumer insights
and business teams.
N=72. This question was asked to the consumer insights professionals.
62%
60%
60%
60%
52%
52%
52%
44%
38%
37%
33%
Consumerdemographicand brandequitydata
Consumerresearch/Primaryinterviews
Onlineproduct feedbacksources
Open datasources
Syndicated research
Socialmediadata
Location data
Distributor&Retailerdata
Coreenterprisesystems data
Mobile-tracking data
Logisticspartner data
Figure 11: Sources of Data Used by CP Firms

16
Consumer Insights Benefits Could Go Up
in Smoke if Data Privacy and Security
Issues are Not Addressed
The hard work of consumer insights could be easily
undone if due attention is not paid to the security
and privacy of consumer data. Regulation on data-
related issues is fast catching up with technology
developments. The EU adopted the General Data
Protection Regulation (GDPR) in April 2016, and it
is set to come into effect in May 2018. In conjunction
with the directive on the Processing of Personal Data
for the Purpose of Crime Prevention, these rules are
a step toward establishing accountability around data
protection in corporations across Europe. Regulations
now increasingly emphasize on consumers’ consent
for usage of their data. While the exact nature of what
is subject to consent is still under discussion and
analysis, CP companies and marketers will likely have
to get unambiguous consent from consumers for the
use of their data.
The scope of the GDPR is not just limited to Europe-
based companies. It also includes companies that
may be based outside the EU, but derive data from
consumers inside the EU. Poorly defined policies,
processes and categorizations for data security
will not suffice anymore. Companies will have to
prove that they have studied the GDPR regulations
and implemented the necessary controls to ensure
compliance to mitigate the risks of data breach and
unauthorized access to consumers’ personal data.
However, our research indicates that most of the
CP companies are under-prepared in ensuring both
Figure 12: Maximum Theoretical Financial Penalty CP Companies Could Risk if GDPR
Were To be Implemented Today - Worst-Case Scenario
Source: Euromonitor International, June 2016; Consumer Insights Survey, Capgemini Consulting
Only considering
companies
where revenue
numbers are
available
Considering 4% of
global annual
revenues or €20
million, whichever is
greater, for
companies in our
sample who may
have had a data
breach
$27bn as a
percentage of
$756bn
Estimated Considering
3.58% of total
industry
revenues will be
impacted by
penalties
Total revenues of
companies in
our sample
Maximum
applicable
penalty based on
GDPR regulation
(on companies in
the sample)
Share of total
revenues in
our sample
impacted by
penalty
Global CP
industry
revenues
Maximum
theoretical
penalty the
CP industry
could face
$756.3bn
1
$27.06bn
2
3.58%
3 = /2 1
$9,044bn
4
$323.6bn
= x5 3 4
Nearly
90%of
companies
in our
sample have
experienced
some type of
data breach
privacy and security of consumer data. Worryingly,
we found that this was true for companies across the
spectrum – Front-Runners to Slow-Starters.
The penalties for non-compliance with GDPR
guidelines can have considerable financial impact on
theCPindustryasawhole(seeFigure12).Nearly90%
of companies in our sample have experienced some
typeofdatabreach.Thesecompaniescouldbefacing
severe penalties when more stringent regulations
such as the GDPR are implemented. For the GDPR
regulation, in case of very serious infringements, the
quantum of financial sanctions could lie between
2 to 4% of a company’s global annual revenues or
EUR 20 million, whichever is greater. In a worst-case
scenario, it means that if the GDPR regulations were
to be implemented today, assuming the maximum
penalty of 4%, the resulting estimated penalty for non-
compliance to the GDPR guidelines could amount to
a staggering $323 billion for the global CP industry
or 3.6% of the industry revenues (see Figure 12). Of
course, this is a hypothetical worst-case scenario
and, in reality, authorities will take many mitigating
factors into account based on details of every case.
It is also quite possible that there will be significant
non-financial sanctions, or class-action lawsuits,
that result as a consequence of data breaches. The
financial liability figure we have calculated is indicative
only and goes to show that the financial cost of non-
compliance is staggering.

17
The “I-don’t-know-and-I-don’t-
care-about-privacy” problem
that’s about to impact Consumer
Goods companies.
Typical responses of the industry executives when
we spoke to them about data privacy, were:
ƒƒ “I don’t deal with data security because I am not
in the IT area”
ƒƒ “I have no idea because I don’t work in that area.”
Privacy Concerns are Right at the Top of Consumers’Minds
Our recent research – “Privacy Please: Why Retailers Need to Rethink Personalization” –
found that a massive 93% of all consumer sentiment was negative when it came to retailer’s
privacy initiatives. This negative sentiment was similar across the geographies covered in the
research.
The benefit from the good work by retailers on personalization initiatives was found to be
precariously hinged on their efforts on managing consumer privacy. For instance, the research
found while 71% of retailers enjoy positive responses to personalization initiatives, 57%
are unable to translate that into a positive sentiment on privacy. This view on consumers’
concern about their privacy is supported by other research; a recent survey found that 15%
of consumers had stopped purchasing at retailers where they had experienced a breach in
their consumer data.
Source: Capgemini Consulting, “Privacy Please: Why Retailers Need to Rethink Personalization”, October 2015;
CNBC, “Think shoppers forget retail data breaches? Nope”, June 2015
While many executives did not seem to care about
this critical issue, they were certainly concerned
that data privacy and security challenges would
affect how they conduct consumer research.
Treating privacy issues as a “challenge” but not as
a foundational problem is a significant concern. This
concern is amplified by findings from our survey,
where nearly 46% of CP executives said that their
company lacks robust policies for ensuring data
privacy. Even among Front-Runners, only 56% of
respondents agreed that their organization has
been able to frame clear, non-negotiable policies on
customer data security and privacy (see Figure 13).
$323
bn
The maximum
theoretical
financial
liability that
the global CP
industry could
be exposed
to, if the GDPR
regulations
were to be
implemented
today

18
Figure 13: A Large Share of Consumer Products Firms Lacks Robust Policies for Ensuring
Data Security and Privacy
Figure 14: Only Nearly Half Of CP Firms Empower Customers to View and Control
the Data Collected
Number of companies=86, number of respondents = 300
We have framed clear, non-negotiable policies on customer data security and privacy
Overall Distribution of Responses Distribution of Responses between companies
YesNo
54%46% 45%
56%
Slow-
Starters
Front-
Runners
49%
Yes No
We give customers control over the
data we have collected about them
We empower customers to access or view
the data we have collected about them
51%43%57%
CP companies want consumer
data, but are unwilling to give
control to consumers.
Consumers around the world are concerned about
how their data is used and protected globally.
Over 91% of consumers in a recent survey agreed
that they have lost control of how their personal
information is being collected and used by large
organizations12
. Nearly two-thirds of consumers
say it is very important for them to control what
information is collected about them. However,
this message appears to have missed consumer
products companies. Our survey found that only
51% of CP firms provide consumers with the option
to control the data they have collected about them
and only 57% empower consumers to access or
view the data collected from them (see Figure 14).
As consumer products companies expand their
data collection initiatives and hope to benefit from
consumer insights, they need to start incorporating
control mechanisms for consumer data right away
(refer to the insert on Consumer Engagement
Principles at the end of the paper).

19
Figure 15: 90% of CP Firms have Experienced Some Type of Customer Data Breach
Figure 16: A Large Share of CP Firms’ Security Practices Still do not Comply with Industry
Regulations
Percentages indicate share of companies in our sample with at least one respondent disagreeing that his/her organization has not
experienced a data breach.
Share of All Companies who have experienced some customer data breaches
YesNo
90%
10% 88%
100%
Slow-
Starters
Front-
Runners
Our security practices comply fully with industry regulations
57%
Yes
43%
No
Compliance with industry regulations paints a poor picture.
Our research found that almost half of the companies
(43%) surveyed admit that their security practices
do not comply fully with industry regulations (see
Figure 16).
Data collection initiatives dwarf
data protection measures.
Consumer products companies have recently begun
to collect detailed profiles of consumers. We found
that almost two-thirds of firms continue to actively
find new ways to collect personally identifiable
consumer information. While the benefit of doing so
is clear, this activity must have robust data security
policies to mitigate cyber threats. However, we found
that nearly 90% of CP companies we surveyed said
that they have experienced customer data security
breaches (see Figure 15). Surprisingly, almost
88% of Front-Runners and 100% of Slow Starters
admitted to having experienced data breaches of
their consumer’s data.

20
A key reason for low compliance is the complex
nature of the global regulatory landscape, though
some firms have taken steps to manage this
complexity. Unilever reviewed privacy regulations
across all of the markets in which it operates and
filtered them down to a smaller set of core rules that
satisfy all requirements. Unilever’s global privacy
officer said: “We reduced the requirements of more
than 100 laws and regulations around the world
to just 36 principles that govern all our businesses
processes around the world”13
. However, such
initiatives from CP companies seem to be few and
far between as most of them seem to be dragging
their feet on this matter.
How are Industry Leaders Managing Consumer Privacy Issues?
One way that industry leaders such as Nestlé are tackling consumer privacy issues is by
being transparent in their communication with consumers. Nestlé has put video primers on its
website with some basic questions that are top-of-mind for consumers, using its employees
rather than professional actors. They include answers to three basic questions:
1. What data do you collect and how do you use it?
2. How can I control my data?
3. Who can access my data?
Unilever, on the other hand, has set up a dedicated website to explain its privacy policy.
It is accessible at http://www.unileverprivacypolicy.com/ and includes answers to the most
common questions.
We reduced the
requirements
of more than
100 laws and
regulations
around the
world to just
36 principles
that govern all
our businesses
processes
around the
world
- Unilever’s Global
Privacy Officer

21
Build the right governance
structures and operating model.
Our research shows that Front-Runners initiate
and monitor consumer insights initiatives from the
very top. They also create new roles to lead various
aspects of consumer insights. To govern and
operate consumer insights, organizations primarily
adopt three kinds of models: decentralized, center
of excellence (CoE) and centralizeda
. Each of these
models has advantages and drawbacks. However,
in our experience a hybrid operating model – which
builds upon the advantages of multiple models –
produces better results for large, global CP firms
(see Figure 17).
Practical Steps for CP Firms to Put
Consumer Insights to Work
Figure 17: A Hybrid Operating Model Combines Positives from Several Prevalent Structures
The hybrid model:
ƒƒ Ensures alignment between producers and users
of consumer insights that generate, customer
focused insights and greater support to users for
converting insights into business actions.
ƒƒ Enables an organization to centralize those
services which can be industrialized, such as data
management and business intelligence.
ƒƒ Allows for an embedded integration between IT
and consumer insights groups in the centralized
shared services hub. This guarantees effective
ownership and usage of enterprise data assets.
ƒƒ Removes silos, optimizes resources and ensures
best practices are shared more effectively.
a
A decentralized model involves disparate consumer insights teams reporting to functions, with little coordination among them. In a
Center of Excellence (CoE) model, a CoE group at a corporate level handles governance, recruiting and interfacing with IT for a number of
consumer insights teams. These individual consumer insights teams have dual reporting to the CoE and respective business units that they
serve. In a centralized model, a core group of consumer insights professionals acts as a common resource pool that provides services to all
business teams.
Product and market teams
Functional teams
Front-line teams
Consumer insights teams Business teams
Research and Insight
Center of Excellence
Research and
Insight services
Research and
Insight services
Research and
Insight services
Marketing
Product
Sales
HR
Procurement
Channel Management
Customer Service
Supply Chain
Finance
Centralized shared services hub
Infrastructure, IT and Digital
Technology services
Data Management
Business Intelligence
Data Science Services

22
Build Key Capabilities. In our survey,
more than a third of Slow-Starters felt that they could
not source the right skills, whereas only 6% of Front-
Runners said the same. As enterprise data grows in
terms of volume, variety and velocity, the capability
to analyze this critical asset will separate the winners
“Skills shortage is a concern since more people are
beginning to see the value of analytics now… If you
are not searching for new people, and if you are
not growing your own people in this space, you are
going to be massively disadvantaged three to five
years from now”. Shawn O’Neal, Ex-Vice President,
Global Marketing Data and Analytics, Unilever
Figure 18: Key Capabilities for Consumer Insights
Liaise with business and
efﬁciently operate
consumer insights group,
e.g. customer management,
agile delivery, demand
management
and training
Business support services
Advanced analytics
capabilities such
as predictive
analytics, machine
learning and
natural language
processing
Data science
services
Data management services
Acquiring and
managing data sources in
collaboration with IT
e.g. data sourcing,
validation, master data management,
security assurance etc.
Financial and
product reporting
and visualization
Research services
Product research,
Market research and
Operations research,
Social listening,
Sales tracking
Customer
segmentation,
Market mix
Modelling,
Channel and Churn
Modelling
Business Intelligence
services
Consumer
Insights
Capabilities
Insight services
Some CP companies seek help of third-party
insights providers to reduce dependencies on
channel partners and assess the actual impact
of trade placements and promotions through the
eyes of the consumer. One such insights provider –
Quri – supplies CP companies with on-the-ground,
store-level data on merchandising conditions14
. CP
firms can use services like these to make informed
decisions on their trade spends with retail partners,
allowing sales opportunities to be better leveraged
and refinement of promotional campaigns at a local
level.
1/3of
Slow-Starters
felt that they
could not
source the right
skills, whereas
only 6%of
Front-Runners
said the same
from the rest. From our experience of working with
global CP firms, we believe consumer products
companies need to develop key skills across the
key areas of business support, data management,
business intelligence, research, insights generation
and data science (see Figure 18).

23
Establish a Chief Privacy Officer
role. The industry is witnessing continued growth
in e-commerce, increasing data collection, growing
consumer concerns on data use and abuse, and
the looming threat of regulatory compliance. These
trends all point in one direction: the need to have
a dedicated function or a role, reporting directly to
the leadership, that looks at all things privacy – the
chief privacy officer. Organizations across industries
are warming up to this idea. Membership of the
International Association of Privacy Professionals,
a non-profit industry group and certification
association for the trade, took more than a decade to
garner 10,000 members between 2002 and 2012.
Since then, it has doubled that number, with over
24,000 members globally15
. Our earlier research on
privacy and retailers found that customers perceive
that a significant majority of retailers (86%) struggle
in their attempts to strike a balance between
personalization and privacy. Over 93% of consumer
sentiment on retailer privacy initiatives was negative,
indicating the need for consumer goods companies
to tread very carefully indeed16
. Consumer goods
companies need to gain the trust of consumers
(see “Consumer Engagement Principles”). While a
chief privacy officer will definitely help set high-level
direction, it is increasingly important to remember
that privacy is now everybody’s job. The need
to respect customer data today transcends job
functions and grades, for reasons of customer trust,
as well as brand compliance.
Take a step approach on the journey
to an insight-driven business. Making
a success of consumer insights is about getting a
wide variety of processes right. Our research shows
that Front-Runners have consistently outperformed
Slow-Starters in how they have improved their
decision-making skills and intend to continue doing
so. However, many companies are still struggling
to find the right approach to make the leap from
using data as a tool to becoming an insight-driven
business. We believe companies should take a
progressive three-step approach to this journey
(see Figure 19). They should start with bringing the
key stakeholders together, and demonstrate early
success on concrete business challenges through an
agile or fail fast approach. After they have established
business value, they should graduate to scaling the
analytical capabilities and solutions to an enterprise
level. Finally, the consumer insights teams should
enable an insight-driven business by continuously
embedding insights into business decisions.
Figure 19: What Does the Journey to an Insight-Driven Business Look Like?
12 weeks +9 months+6 months
Demonstrate
Business Value
Scale
the Capability
Grow
Insight -driven
Business
Ignite
the Journey
1 day
Ignited
stake-holders for
way forward
Agile Analytics
hothouse to prove
value in real life
on concrete
business
challenges
Bring enterprise
scalability to
analytical
capabilities and
solutions in
business
Enhanced
competitive
advantage by
continuously
embedding analytics
capabilities into
business decisions

24
CONCLUSION
Consumer products companies today stand at the threshold of a world that is rapidly changing. The traditional
B2B2C environment is being quickly remodeled with rise of data-driven consumer product startups and
increasing private labels from e-commerce players who are data natives. While consumer products companies
have the advantages of strong brands and established distribution capabilities, they cannot solely rely on their
brand strength and reputation, advertising, scale and partnerships to succeed in this new world order. They
need to transform their ability to extract valuable insights from a wealth of data in a world where e-commerce
is not just another channel but the primary channel, where a retailer is as much a distribution channel as a
competitor, and where a consumer is not just a data point but a source of real insight. Building trust will be key
to winning a game where the rules have fundamentally changed.

25
Consumer Engagement Principles
The Consumer Goods Forum together with Capgemini, has outlined a new set of ‘Consumer Engagement
Principles’ (the “Principles”). The industry-wide Principles will act as a framework for how companies
engage with their consumers, and are designed to promote an environment of trust and pro-active
consumer communication. With consumers now leaving ever-larger digital footprints with a growing trail
of personal data, the Principles will help ensure constant and consistent communications with consumers
across digital platforms globally.
Source: The Consumer Goods Forum and Capgemini, “Consumer Goods Industry Commits to New Guidelines on Consumer
Engagement and Data Privacy with the help of Capgemini”, February 2015
The Consumer Goods Forum (CGF) is a global, parity-based industry network, driven by its members. It brings together the CEOs and
senior management of over 400 retailers, manufacturers, service providers and other stakeholders across 70 countries and reflects the
diversity of the industry in geography, size, product category and format.
Ongoing
Dialogue
Simple
Communications
Value
Exchange
Transparency
Integrity in
Social
Media
Protection of
Personal
Information
Control &
Access

26
Research Methodology
Phase 1 – Quantitative Survey
Capgemini conducted a global survey of 300 managerial executives across 86 companies, with
collective revenues of over $756 billion, in the consumer goods industry for this research. The 300
survey respondents were broadly classified amongst two categories – “Producers” of consumer
insights and “Consumers” of consumer insights – in accordance with the nature of their interaction with
research insights derived from consumers. While the Producers category included Consumer Insights
professionals from CP companies, the Consumers category included the following:
ƒƒ Marketing and Product Development professionals
ƒƒ Sales and Trade Marketing professionals
ƒƒ Supply Chain and Manufacturing professionals
Phase 2 – Qualitative Interviews
In addition to the survey, Capgemini also conducted individual focus interviews with senior executives
from a selection of leading consumer product companies to understand the dynamics of consumer
insights from a strategic perspective and to gather real world examples of success stories.
Split of respondents by function Split of respondents by company revenue ($US)
Split of respondents by geography
Consumer
Insights/Analytics
Sales/Trade
Marketing
Marketing/
Product
Development
Supply Chain/
Manufacturing
USA
Mexico
France
Netherlands
Spain
Australia
Singapore
Canada
UK
Germany
Nordics
Italy
India
24%
28%
10%
14%
8%
8%
5%
5%
3%3%
4%
4%
4%
26%27%
23%
Less than
1 billion
1-3 billion
3-5 billionMore than
5 billion
Not available
26%
15%43%
13%
2%
4%

27
1 CPG Matters, “P&G Aims to Enhance Consumer Understanding With New CRM Platform”, November 2015
2 Capgemini Consulting Digital Leadership Series Interview with Shawn O’ Neal, VP of Global Marketing Data and Analytics,
Unilever, 2015
3 Unilever corporate presentation, “Digital Marketing and Ecommerce”, 2015
4 Path to Purchase Institute, “Who’s Who in Shopper Marketing”, 2015
5 Capgemini Consulting Digital Leadership Series Interview with Shawn O’ Neal, VP of Global Marketing Data and Analytics,
Unilever, 2015
6 DigiDay, “How PepsiCo sweetens up consumer insights”, June 2015
7 LinkedIn, Six Years Later: What I’ve Learned From Co-Founding Warby Parker and Harry’s, February 2016
8 Capgemini client experience
9 GDPR - http://ec.europa.eu/justice/data-protection/reform/index_en.htm
10 EUR-Lex, Access to European Union Law, Official Journal of the European Union, L 119, 4 May 2016
11 We analyzed the impact on 77 companies in our sample who have experienced some data breach. The GDPR penalties for
this sample would amount to $27 billion or 3.6% of the total annual revenues of the companies in our survey. Considering our
sample is representative of the global CP industry – estimated to be over $9 trillion in annual revenues, the penalty from non-
compliance of GDPR guidelines will be a staggering $323 billion. The equivalent figure for the European CP industry would be
in excess of $151 billion
12 Pew Research Center, “The state of privacy in America: What we learned”, January 2016
13 Computer Weekly, “Customer privacy an ongoing challenge, says Unilever”, March 2014
14 Company website
15 Wall Street Journal, “It Pays to Be a Privacy Officer”, December 2015
16 Capgemini Consulting, “Privacy Please: Why Retailers Need to Rethink Personalization”, 2015
References

28
Discover more about our recent research on digital transformation
Organizing for Digital: Why Digital
Dexterity Matters
Driving the Data Engine: How
Unilever is Using Analytics to
Accelerate Customer Understanding
An interview with
Transform to the power of digital
Shawn O’Neal
VP of Global Marketing Data
and Analytics, Unilever
Remixing the Customer Experience
for a Digital World
An interview with
Transform to the power of digital
Renée Gosline
Assistant Professor MIT Sloan School of Management
N° 08 OCTOBER 2015
The New Innovation Paradigm for the Digital Age:
Faster, Cheaper and Open
#DTR7
N° 08 OCTOBER 2015
The New Innovation Paradigm for the Digital Age:
Faster, Cheaper and Open
#DTR8DIGITALTRANSFORMATION
INSTITUTE
Unlocking Customer Satisfaction: Why
Digital Holds the Key for Telcos
Organizing for Digital:
Why Digital Dexterity
Matters
An interview with Shawn
O’Neal VP of Global
Marketing Data and
Analytics, Unilever
An interview with Renée
Gosline Assistant
Professor MIT Sloan
School of Management
Digital Transformation
Review n° 8: The New
Innovation Paradigm for
the Digital Age: Faster,
Cheaper and Open
Unlocking Customer
Satisfaction: Why Digital
Holds the Key for Telcos
Rewired: Crafting a Compelling Customer
Experience
Rewired: Crafting a
Compelling Customer
Experience
Privacy Please: Why Retailers Need
to Rethink Personalization
Cracking the Data Conundrum:
How Successful Companies Make Big
Data Operational
Digital Dynasties: The Rise of Innovation
Empires Worldwide
Update on Original Research “The Innovation Game: Why and How Businesses
are Investing in Innovation Centers”
Cracking the Data
Conundrum: How
Successful Companies
Make Big Data
Operational
Digital Dynasties:
The Rise of Innovation
Empires Worldwide
Pivacy please: Why
Retailers Need to Rethink
Personalization

29
About the Authors
Jerome is head of Capgemini’s Digital Transformation Institute. He works closely with industry leaders and
academics to help organizations understand the nature and impact of digital disruptions.
Jerome Buvat
Head, Digital Transformation Institute
jerome.buvat@capgemini.com
@jeromebuvat
The authors would like to especially thank Subrahmanyam KVJ and Pavan Magge from Capgemini Consulting’s Digital
Transformation Institute; Wilekh Kaul from Capgemini Consulting India; Silvia Rindone, Mario Coletti and Ghislain
Melaine from Capgemini Consulting UK; Uma Kannappan from Capgemini Group Consumer Products and Retail;
Clare Argent from Capgemini Insights & Data; Hakan Erander from Capgemini Consulting Sweden; Bill Lewis, Tony
Fross, Erin M Clarke, Todd Redmon and Kyte S Feng from Capgemini Consulting North America; Eloy de Sola Vidal
from Capgemini Consulting Spain; and Max Brüggemann from Capgemini Consulting Germany.
Jules is Capgemini Consulting’s global consumer products/retail insights and analytics lead. He works with
clients across the consumer goods and retail sectors to embed traditional and new approaches into their core
business.
Jules has lived and worked in Nairobi, Brussels and is currently based in London.
Kees is an industry recognized practioner with Capgemini’s global sector for consumer products and retail, with
more than 25 years of experience in these industries. Kees is responsible for Capgemini’s strategic relationship
with The Consumer Goods Forum and has co-authored many research reports on the consumer products and
retail industry
Jules Morgan
Head, Insights & Analytics Center of Excellence at Capgemini Consulting
jules.morgan@capgemini.com
Kees Jacobs
Vice President, Capgemini
kees.jacobs@capgemini.com
@kees_jacobs
Digital Transformation Institute
The Digital Transformation Institute is Capgemini Consulting’s in-house think-tank on all things digital. The Institute publishes
research on the impact of digital technologies on large traditional businesses. The team draws on the worldwide network of
Capgemini experts and works closely with academic and technology partners. The Institute has dedicated research centers in
the United Kingdom and India.
dti.in@capgemini.comDIGITALTRANSFORMATION
INSTITUTE
Amol is a senior consultant at the Digital Transformation Institute. He keenly follows the role played by mobile,
software and data science in digitally transforming organizations.
Amol Khadikar
Senior Consultant, Digital Transformation Institute
amol.khadikar@capgemini.com
@amolkhadikar
Ashish is a senior consultant at the Digital Transformation Institute. He brings with him extensive knowledge of
the emerging IoT ecosystem, the associated data and security challenges and loves to work at the intersection
of the physical and digital worlds.
Ashish Bisht
Senior Consultant, Digital Transformation Institute
ashish.bisht@capgemini.com
@ashishb1603

Rightshore®
is a trademark belonging to Capgemini
CapgeminiConsultingistheglobalstrategyandtransformation
consulting organization of the Capgemini Group, specializing
in advising and supporting enterprises in significant
transformation,frominnovativestrategytoexecutionandwith
an unstinting focus on results. With the new digital economy
creating significant disruptions and opportunities, the global
team of over 3,000 talented individuals work with leading
companiesandgovernmentstomasterDigitalTransformation,
drawing on their understanding of the digital economy and
leadership in business transformation and organizational
change.
Find out more at: www.capgemini-consulting.com
With more than 180,000 people in over 40 countries, Capgemini
is one of the world’s foremost providers of consulting,
technology and outsourcing services. The Group reported
2015 global revenues of EUR 11.9 billion. Together with its
clients, Capgemini creates and delivers business, technology
and digital solutions that fit their needs, enabling them to
achieveinnovationandcompetitiveness.Adeeplymulticultural
organization, Capgemini has developed its own way of working,
the Collaborative Business ExperienceTM, and draws on
Rightshore®
, its worldwide delivery model.
Learn more about us at www.capgemini.com.
About Capgemini and the
Collaborative Business Experience
Capgemini Consulting is the strategy and transformation consulting brand of Capgemini Group. The information contained in this document is proprietary.
© 2016 Capgemini. All rights reserved.
For more information, please contact:
Jules Morgan
France
Olivier Trouvé
olivier.trouve@capgemini.com
Germany, Austria and Switzerland
Ralph Becker
ralph.becker@capgemini.com
Ruurd Dam
ruurd.dam@capgemini.com
Didier Bonnet
didier.bonnet@capgemini.com
Maggie Buggie
maggie.buggie@capgemini.com
Kees Jacobs
kees.jacobs@capgemini.com
Asia
Julien Bourdiniere
julien.bourdiniere@capgemini.com
North America
Bill Lewis
bill.a.lewis@capgemini.com
Sweden and Finland
Hakan Erander
hakan.erander@capgemini.com
The Netherlands
Arnoud Maas
arnoud.maas@capgemini.com
UK
Jules Morgan
Global
Adgild Hop
adgild.hop@capgemini.com
Eric Masson
eric.masson@capgemini.com

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