Data & Analytics for Marketing in LEGO


Sølyst, Den Kongelige Skydebane

Emiliekildevej 2, 2930 Klampenborg


Sep 17th, 2019 from:

08:00 - 11:00

08:45 - 09:45

Audience & Data driven Marketing

Preben Møller

Marketing Director, Marketing Intelligence and Effectiveness

Chairman: twoHundred/Adobe


08:00 – 08:45 i Havestuen:

Welcome, introduction and English breakfast. Brian Rosbøg, Adobe

08:45 – 09:45 i Parkværelset:

Data & Analytics for LEGO Marketing – Marketing Resource Management & Effectiveness – why do we need it?
Preben Møller, Marketing Director, Intelligence & Effectiveness, LEGO will discuss how LEGO marketing transformed to an Audience and Data driven marketing to adapt to the rapidly changing marketing landscape. Competition was raising, commercial momentum had to be sustained and internal transparency across marketing investments and impact was needed. LEGO wanted to build one globally unified and scalable marketing framework that had to be reflected in their processes and systems (Marketing Planning, execution and evaluation)
Challenges – status quo 3 years ago:

• Limited ability to create global transparency on Marketing Activities and Spend in near-time due to local differences
in templates,
definitions, metrics, processes and reporting standards
• Excel and PowerPoint as major tools to plan, execute and evaluate marketing activities resulting into highly manual
data collection
and consolidation
• Local best practice approaches to marketing effectiveness
• Process inefficiencies and decreased productivity
• Rising marketing spend to meet increasingly complex marketing environment and further global expansion without clear
knowledge of ROI

Future objectives were to:

• Drive actionable marketing performance insights
• Strengthen fact-based decision making
• Encourage best practice sharing & build marketing capabilities

In order to reach these objectives, LEGO focused on:

• Organization and Capabilities setup that supports Marketing Performance and Effectiveness approach
• Change Management program to support the transition to the future state of efficient and effective marketing
• Transparency, Consistency and Insights
• Data Foundation & Reporting that enables fact-based decision making and reporting structure and secure Data to be
stored in one
solution owned by The LEGO Group
• Global Standards to provide a unified and consistent structure and a shared language across markets

09.45 – 10.45 in Pergolaen: Group Discussion based on the following challenges:

• ROI in your Marketing Spend
• Data foundation – Audience targeting and personalization
• Orchestration of the Omnichannel experience

10:45 – 10.55 i Pergolaen: Follow-up on group discussion, twoHundred/Brian Rosbøg.

10.55 – 11:00: Wrap up. Brian Rosbøg, Adobe

11.00: Thank you and To-go sandwich, twoHundred