Business Intelligence @ Mondelez

Back Story:

Coming from a family with a trade background - Heneiken's distributor for Binh Son province, I was exposed to Trade Marketing from a very young ages (e.g: helped my father managed the CMS, run in store activations, run promotion from Heineken for Tiger Crystal,etc)

Therefore, I knew my first step would be in FMCG to learn the best framework.

After I fast-tracked for being a country finalist, I joined Mondelēz Kinh Do - Top 1 in VN in Biscuit, Fresh Packed Bread & Mooncake

Skill learned:

Usecase: TT (Traditional Trade) & AFH ( Away from home)

Achievement:

Key Growth project: Green Field - Green Outlet, successful penetrate & diversify Kind Do‘s portfolio in Vietnam market
Build Power BI tracking dashboard: Green Fieldtrip-Green Outlet, Mooncake Tracking and Half-year tracking
Automate flows using Uipath to reduce the team's manual data entry workload

Challenge:

Start from very simple questions:

1."How do Mondelez manages over salesman with a wide portfolio of over products ranging from dry to fresh cate?"

2. "How do we make sure what salesman sell are well suited & diversify enough for outlets?"

3. " Can AI give suggestion on what to sell?"

1500+

200+

Solution:

We develop a monthly incentive project directly on SalesForce

➡️ Salesman will have by product KPI that AI forecasted on what to sell & how to sell

A. Logic for AI determination:

1. Weighted 70%: Outlets' past 3 month purchased

2. Weighted 20%: Proximity purchased of outlet in nearby area

3. Weighted 10%: Modelez's new port/products

B. Working flow:

1. Aligned BU's KPI with Fractal AI for ML & AI forecast

2. Support FPT intergrate the KPI into Salesforce app

3. Training salesman on the new product

4. Build BI tracking dashboard & give weekly recommendations to distributors

C. Scale: All 1500+ salesman and 197K+ outlets around VN

Time start to finish: 1.5 years

Outcome:

+ Increase monthly revenue by 7.3% (VND 1B)

+ High adaptation between salesman

+ 15% in algorithm accuracy

Credit:

+My lead: anh Trường Nguyễn

+My DMS team

+Fractal AI

Green Fieldtrip - Green Outlet

My work

As a Salesforce Tranformation member, I was responsible for...

Conducting weekly deep-dives into country sales data to identify patterns, trends, and anomalies that informed BU KPI setting. e.g:
- if the Mekong delta sold fewer Oreo this month, why? is this a trend? and can we recover by increasing each salesman’s target by just 1 more pack?
Translating all KPI alignments into technical documentation for vendors.
Solving ad-hoc logic and edge cases for the algorithm, e.g:
- What happens if a salesman suddenly drops out (a common scenario in FMCG)?
- How should KPIs be adjusted when a salesman switches from dry biscuit to fresh bread teams?
Supporting FPT in integrating KPI logic into the salesforce app.
Training salesmen on new features and workflows.
Building BI tracking dashboards and providing weekly performance recommendations to distributors.

"We not only supporting Salesman bettering their day to day job with an informed decision

We also build a systematic operation for all salesforce according to the customer journey"

- anh Trường-