Case Study: Leveraging TelluBase Data for Strategic Insights
- 2024-12-16
- 9:45 am
- Posted By: Tellusant
This case study highlights the successful use of TelluBase data to provide detailed insights into market trends and consumer behavior.
Introduction
Leveraging TelluBase’s proprietary data, the project supported strategic decision-making by quantifying consumer trends where previously there was no available data.
Tellusant’s work was in the cheese category. The methods and insights can similarly be applied across any consumer facing industries across consumer goods, telecommunications, banking, and more.
Where TelluBase Data is Used
One-Stop Location for Context Data
The TelluBase platform is used as the hub for context data about economics and consumers.
- Data Consistency and Harmonization: TelluBase is now part of the harmonized dataset used to ensure data consistency across millions of data points. An API is also setup so that all data can be accessed and across the organization.
- Context Data Presentations: Charts are used across organization presentations coming directly from the TelluBase app. This has reduced the time and challenge of making similar tables and graphs across context data that updates multiple times per year.
Integrating into Ongoing Analyses
TelluBase data played a crucial role in various aspects of the project. Here are some specific ways it was used:
- Macroeconomic Analysis: TelluBase data is used to compare markets using purchasing power parity measures and to analyze what measures most impacted demand between consumer classes, income per capita, and other variables. This helps in understanding the economic stage of development of different countries.
- Forecasting Scenarios: TelluBase data is used to forecast multiple economic scenarios and understand the reliability of these forecasts based on historical data. The company now views forecasts in terms of likely ranges without additional time and effort.
- Consumer Insights: TelluBase data provides insights into income levels and consumer types across different countries. This information is key in understanding the differences in consumer groups and their impact on evolution both within the category at a segment level and for the overall category trajectory.
Key Takeaways
The insights generated using TelluBase data have driven several important changes in the company:
- The ability to make real-time adjustments and ensure that the strategic planning process remained dynamic and responsive to changing market conditions.
- Resource allocation priorities have shifted to the areas with the largest future relevant consumer growth, rather than historically where there has been success
- There is now consistency in the context data used across business units so that the central organization can more easily compare insights from various units and geographies