eTail Europe 2021

London, UK

Danus Chidambaram, Head of Digital Integration Architecture at MARS

Danus Chidambaram

Head of Digital Integration Architecture

Check out the incredible speaker line-up to see who will be joining Danus.

Download The Latest Agenda

Day Two: Digital Innovations That Drive Growth

Wednesday, June 24th, 2020

4:55 PM Mars’ Consumer Data Consolidation Journey For Growth Marketing And Improved Compliance

Mars’ digital assets where consumer interacts with us, have been developed and grown organically. This has resulted in fragmented consumer data, leading to suboptimal value generation. Several regulations are in the pipeline around the globe in consumer data space, beyond GDRP & CCPA, which means a global organisation such as Mars needs a scalable, easy to adapt consumer data platform to easily comply with this ever changing, increasingly challenging landscape. In this session, you will hear about Mars’ approach to:

  • Design of ‘consumer data platform’ with ‘consumer 360’ at its heart
  • Hyper personalised digital experience for consumer
  • Significantly improved growth marketing, no more ‘spray & pray’
  • Data driven decision making via big data analytics & machine learning