Case Study: Phillip Morris International achieves data-driven decision-making and a single source of truth with Collibra

Phillip Morris International - Customer Case Study

Phillip Morris International, a global tobacco company reinventing itself toward smoke‑free products, faced a scattered, historically ungoverned data landscape—silos, duplication, multiple sources of truth and inconsistent definitions—that limited analytics and business decision‑making. To address this, PMI adopted Collibra’s data governance and catalog platform as the technology foundation for its new Enterprise Analytics and Data (EAD) program.

Collibra was rolled out alongside data maturity assessments and a cultural change program to establish data ownership, common definitions and a single source of truth; the platform enabled business‑language discovery, centralized data management and greater transparency. As a result, Collibra helped the EAD team deliver trusted, actionable insights to business decision‑makers, accelerate data‑driven decisions across functions, and embed data governance as an ongoing part of PMI’s transformation.

Phillip Morris International

Jeroen Diepstraten

Director Enterprise Data Architecture