This Changes Everything… · Smoke-free & Omni-Channel Key Markets & Key Functions Offense &...

Confidential Information of Philip Morris International Management SA. All Rights Reserved.

This Changes Everything…Philip Morris International’s Smoke Free Future

Cologne, Dec. 6th 2018


Key Business Challenges

Hunger for InsightsConsumer at the

CoreB-2-C Model

New Product

Categories


New Global PMI Organization

Every Decision. Every Day. Driven by Data.


CoreB-2-C Model

New Product

Categories


Data StrategyFocus Scope

Offense & DefenseSmoke-free & Omni-Channel Key Markets & Key Functions

EAD Strategy


CoreB-2-C Model

New Product

Categories


Dual Data Strategy

Actionable

descriptive,

predictive

and

prescriptive

analytics on

high value

business cases

A trusted,

aligned

and

integrated

enterprise-

wide data

foundation

ANALYTICS DELIVERY DATA FOUNDATION


DATA FOUNDATION

Five Teams

Data Management

Centralize and Standardize

Data Management

Automate Data Quality Controls

Privacy by Design

Data Architecture

Build Data Models

Create Searchable Data Knowledge

Support Agile Analytical Delivery

Business IntelligenceDeliver Commercial and

Consumer Insights Leveraging Descriptive

Analytics

Data ScienceDeliver Algorithms Leveraging Predictive and

Prescriptive Analytics

ANALYTICS DELIVERY

Strategy & Planning /PMO

Prioritize & Steer EAD Roadmap

EAD Communication & Representation Confidential Information of Philip Morris International Management SA. All Rights Reserved.



CoreB-2-C Model

New Product

Categories

Consumer &

Commercial

Performance

Measurement

8

EAD Key Products & Services

Predictive &

Prescriptive

Models

Conceptual,

Logical and

Analytical Data

Models

ANALYTICS DELIVERY

Data Science Business Intelligence Data Management

DATA FOUNDATION

Data Architecture

Data

Ownership,

Processes,

Quality and

Privacy

S&P/

PMO



Ready for Action?



CoreB-2-C Model

New Product

Categories

11

ANALYTICS DELIVERY


DATA FOUNDATION

Data Architecture

S&P/

PMO


EAD in Action

MASTER DATA

REDESIGNED

FOR NEW &

FUTURE

PRODUCTS

DATA

BACKBONE FOR

OUR B-2-C

PLATFORM

OMNI-CHANNEL

PERFORMANCE

IMPROVING

DEVICE

AVAILABILITY BY

PREDICTING

RETURNS


An Integrated Data Backbone for Our B-2-C Platform

Data at the Forefront

Multiple decentralized

systems supporting

our B-2-C platforms

Data Governance at the Core

14 new distinct data models

Metrics and KPI’s

Holistic Data approach for

entire B-2-C Platform

Governed & aligned Master

and Reference data

Data quality and business rules

Data mapped to 63 consumer

journeys

Empowered Data Ownership

Data Ready for Analytics

Data Fit for Purpose

BUSINESS CHALLENGE GOOD PRACTICE INNOVATION BUSINESS VALUE

Data Privacy by Design



CoreB-2-C Model

New Product

Categories

13

ANALYTICS DELIVERY


DATA FOUNDATION

Data Architecture

S&P/

PMO


EAD in Action

MASTER DATA

REDESIGNED

FOR NEW &

FUTURE

PRODUCTS

DATA

BACKBONE FOR

OUR B-2-C

PLATFORM

OMNI-CHANNEL

PERFORMANCE

IMPROVING

DEVICE

AVAILABILITY BY

PREDICTING

RETURNS


BUSINESS VALUE

Worldwide common view

14

Use-case driven Internal & external cross

functional data sources

Curated reusable data

GOOD PRACTICE INNOVATION

PMI owned open source

platform

Sentiment and channel

performance

Governed analytical data

delivery

No cross-functional

alignment on

business intelligence

reporting and data

science exploration

BUSINESS CHALLENGE

Universal performance

measurement framework

Omni-Channel Performance



CoreB-2-C Model

New Product

Categories

15

ANALYTICS DELIVERY


DATA FOUNDATION

Data Architecture

S&P/

PMO


EAD in Action

MASTER DATA

REDESIGNED

FOR NEW &

FUTURE

PRODUCTS

DATA

BACKBONE FOR

OUR B-2-C

PLATFORM

OMNI-CHANNEL

PERFORMANCE

IMPROVING

DEVICE

AVAILABILITY BY

PREDICTING

RETURNS


End-to-end business processes

with data usability Design Thinking

6 new business concepts

Consumer-centric Design

New product classification

End to end data model

New coding

New governance & lifecycle

Benchmarking

- FMCG

- Electronics & Services

Scalable with future

product portfolio

GOOD PRACTICE INNOVATION BUSINESS VALUE

Master Data Redesigned for New and Future Products

2002: PMI product

structure to support

Finance and

Operations for

combustible cigarette

business

BUSINESS CHALLENGE

2017: outdated and not scalable



CoreB-2-C Model

New Product

Categories

17

ANALYTICS DELIVERY


DATA FOUNDATION

Data Architecture

S&P/

PMO


EAD in Action

MASTER DATA

REDESIGNED

FOR NEW &

FUTURE

PRODUCTS

DATA

BACKBONE FOR

OUR B-2-C

PLATFORM

OMNI-CHANNEL

PERFORMANCE

IMPROVING

DEVICE

AVAILABILITY BY

PREDICTING

RETURNS


Improving Device Availability by Predicting Returns

GOOD PRACTICE INNOVATION BUSINESS VALUE

Predict returns of IQOS

Devices

Cross-functional and external

data set

Faster data-driven decision

making

Business-driven insight

generation

Optimisation budget, supply

chain, Customer Care

resources

Limited battery lifespan

BUSINESS CHALLENGE

Serve the consumer to

improve satisfaction

and retention

Multidisciplinary team

Analytics Delivery Model (v.3)

Predictive model



CoreB-2-C Model

New Product

Categories

19

ANALYTICS DELIVERY


DATA FOUNDATION

Data Architecture

S&P/

PMO


EAD Enablers

Enterprise-wide Data Governance Master Data ManagementPMI Platform for Enterprise Analytics


PMI Platform for Enterprise Analytics

Positioning

Cross-functional Analytics

Data Science Exploration & Delivery

Owned & Run by PMI

Open Source & Cloud

GovernanceSteering Committee

Analytics Operating Board

Nexus Integration (Scrum)

DemandPrioritized Use Cases

Data Product Roadmap

Data Ingestion Roadmap

Data

Governed, curated & reusable

Ingestion Check List

Internal & External Data

Data Business Vault 2.0

Data Lineage

GDPR Compliant

Results

5 Data Products

25+ Data Sets

5 Global Functions engaged

1.000+Users

Components

Data Repository

Data Products

Data Science Labs


One Common Place for Data Knowledge

Know

Business data ownership & approval

1 Metadata platform with Data

LineageReporting repository

Focus

Data search for all employees

Team up and Innovate

Embed

Data issue management

Use as source of truth

Reporting on Data Maturity

UseData Literacy

>1.200 users

40 business owners

100 business experts

Knowledge repository

with 20.000 assets


Master Data Backbone

Scope

One central place for PMI Master data

Embed governance and quality

Prioritize based on where high needs

are

People

Embed business data owners

Learn by doing, apply agile

approach

ProcessesDefine a solid framework for

process build-up

Data distribution & usage

HarmonizeData standardization,

validations and embedded

quality rules

Results

Customer master template & process

Data cleansing & integration

PIM integration with commerce

Master Data Management

Build on standards, eliminate

customization

Integrate with complex,

misaligned data landscapes

Systems



CoreB-2-C Model

New Product

Categories

Consumer &

Commercial

Performance

Measurement

23

EAD 2 Year Journey

Predictive &

Prescriptive

Models

Conceptual,

Logical and

Analytical Data

Models

ANALYTICS DELIVERY


DATA FOUNDATION

Data Architecture

Data

Ownership,

Processes,

Quality and

Privacy

S&P/

PMO




CoreB-2-C Model

New Product

Categories

Consumer &

Commercial

Performance

Measurement

24

EAD 2 Year Journey

Predictive &

Prescriptive

Models

Conceptual,

Logical and

Analytical Data

Models

ANALYTICS DELIVERY


DATA FOUNDATION

Data Architecture

Data

Ownership,

Processes,

Quality and

Privacy

S&P/

PMO




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This Changes Everything… · Smoke-free & Omni-Channel Key Markets & Key Functions Offense &...

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