One source of truth across 10 markets - Mondelez on Similarweb
A global CPG business replaced market-by-market keyword reporting with one standardized source of truth. Sayso filmed Jeff Hannan, Global eCommerce Manager B2C at Mondelez International, at the company's office in Denham, UK.
Jeff Hannan, Global eCommerce Manager B2C at Mondelez International, on standardizing keyword data across 10 global markets with one source of truth.
Similarweb provides us with a standardized single source of truth for keyword information.
Shot at Mondelez's office in Denham - a daylight meeting room converted into a set, one interviewee. The director kept the window in frame despite slight clipping because the light ratio on the face was better that way, and the microphone was repositioned mid-session to kill clothing rustle. With no mobile reception in the room, follow-up questions were passed to the videographer through Zoom chat.
What this film answers
Mondelez International runs Similarweb as one standardized source of truth across 10 global markets, replacing per-market keyword reporting.
Every market reads the same numbers from the same platform. Debates about whose data is right end; decisions start from a shared baseline.
Scale and consistency. A team responsible for B2C eCommerce across continents needs keyword intelligence that behaves the same in every market.