Case Study: General Mills builds an enterprise insights ecosystem with Market Logic

General Mills - Customer Case Study

General Mills, the global food company behind brands like Cheerios, Yoplait, Nature Valley, and Häagen-Dazs, needed a better way to manage customer intelligence across decentralized teams and many fragmented information sources. In late 2019, the Consumer Insights Team turned to Market Logic to create a centralized insights ecosystem that would make knowledge easier to find, share, and use for faster decision-making.

Market Logic implemented the HIVE, a one-stop-shop insights platform that brought together primary research, syndicated sources, news feeds, and automated vendor and procurement workflows. The solution improved vendor management, reduced research duplication, and increased visibility across teams, while also helping General Mills get more value from syndicated subscriptions. Within the first two months, 200 users completed more than 2,000 searches on the HIVE, and the platform quickly became a trusted enterprise-wide insights workspace.

General Mills

Sakshi Aggarwal

Head, Consumer Analytics & Insights