Measurement Readiness & Tech Evaluation

Williams-Sonoma, Inc.

Identified and assessed financial impact of key areas of opportunity across Williams Sonoma’s data, tech stack, organizational structure, and process capabilities.

Scope

Measurement Consulting

Opportunity

Williams Sonoma, a highly data-driven omni-channel specialty retailer, wanted to better understand how its marketing measurement ecosystem stacked up relative to “best-in-class”.

Impact

  • Assessment of measurement maturity and opportunities shared with the Williams-Sonoma leadership team, including the CMO, CIO, and CEO
  • Prioritized roadmap used to establish a common understanding of the key decisions to be made
  • Technological and process improvements identified through the work already underway

Approach

1. Conducted a marketing measurement maturity assessment. Documented and analyzed Williams Sonoma’s data, technology, organizational structure, and process capabilities. This enabled us to create a capabilities heat map, identifying strengths and opportunities in the current measurement landscape.

2. Built a financial model to quantify the financial impact of addressing the opportunities uncovered. Using a number of known data inputs as well as assumptions from prior experiences with similar retailers, we modeled a reasonable range of financial benefits Williams-Sonoma could expect to drive. The estimated impact was significant, helping to underscore the importance of addressing the identified needs.

3. Developed a prioritized roadmap that front-loaded the highest impact opportunities, a combination of technology and process enhancements. Our roadmap placed heavy emphasis on organization adoption, ensuring that proper training, education, and change management activities were built into all detailed execution plans.

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