From fragmented Media Data to 3x faster MMM: How Nestlé scaled Marketing Analytics globally with Adverity
Industry
CPG
Company size
Enterprise
Region
Global
Key results achieved by Nestlé
25% reduced manual data work
with a flexible, enterprise-ready data foundation
+25% media spend efficiency
after standardizing business-wide performance data
3x faster Marketing Mix Modeling data prep
by automating data preparation and quality checks
Challenges
Meeting real marketing needs while scaling enterprise‑grade technical standards
Nestlé is the world's largest food and beverage company, operating a vast global network of brands and markets that require sophisticated, data-driven coordination. Within this enterprise, the Media Data Foundation & Analytics (MDFA) program was established to centralize and govern media data, providing a trusted basis for decision-making across the entire organization.
MDFA was intentionally designed as a modular, enterprise‑grade data foundation, with a clear separation between ingestion, harmonization, and consumption layers. This architectural approach was key to ensuring scalability across markets while maintaining strong governance and flexibility for future use cases.
Before partnering with Adverity, Nestlé struggled with fragmented media data, which was siloed across various platforms, agencies, and geographic markets. Data collection relied on a mix of platform‑native reporting tools and local BI solutions, which didn’t scale well globally and lacked a strong foundation for automation and governance.
For Nestlé, trusted data foundations are a prerequisite for meaningful and scalable outcomes. However manual data processes caused teams to spend excessive time reconciling disparate figures and investigating data accuracy rather than extracting actionable business insights or acting on outcomes.
Nestlé chose Adverity as a foundational component of their long-term data strategy due to its scalable connectivity to digital media platforms, automated quality checks, and the team’s proven ability to serve as a strategic technology partner.
"Before Adverity, our media data was fragmented, leaving teams to debate numbers rather than drive actions. When designing MDFA, we were looking for a foundational partner that could automate ingestion and enforce global governance at scale, not just deliver another reporting layer."
Global Marketing Analytics Tech Lead, Nestlé
Adverity's impact
A strategic data partner that powers global scalability and performance
By leveraging Adverity as its primary data ingestion and data quality layer, Nestlé can now access richer operational and governance signals beyond standard performance metrics, opening up new opportunities for automation, controls, and data quality at enterprise scale.
Nestlé’s unified, always‑on data foundation empowers teams to shift from manual data preparation to strategic, high-impact initiatives. This reduced analysts’ workloads by 25% and increased focus on higher value insights.
These deeper, business-wide performance insights are automatically standardized and delivered along the pipeline. Now, Nestlé experiences a 25% improvement in media spend efficiency, significantly reducing media wastage.
Adverity’s flexibility allows Nestlé to integrate seamlessly into the broader enterprise architecture, moving beyond simple out-of-the-box reporting to support a complex, global media data model.
Capabilities like performance monitoring, compliance, and advanced analytics are now easier to operationalize and scale across the organization. Marketing Mix Modeling (MMM) teams, in particular, can devote more time to modeling and insight generation while also increasing model refresh rate and reliability.
Automated data preparation and quality controls significantly improved time-to-insight for MMM and other downstream analytics projects. Adverity helped Nestlé reduce MMM data preparation cycles from 12 weeks to 4 weeks, resulting in 3x faster MMM data to insights.
Equally as important is the collaboration aspect of Nestlé’s partnership with Adverity. Close collaboration ensures that evolving analytics needs can be translated quickly into scalable data pipelines and platform capabilities that benefit their entire data ecosystem.
Looking ahead, Nestlé will continue to expand its global analytics scope alongside the Adverity team. This includes supporting emerging capabilities such as AI‑powered data processes, and automating critical pipeline workflows like data quality monitoring and failure resolution.
"Our partnership with Adverity goes far beyond standard data integrations. We’ve worked together from early design stages, translating architectural needs into evolving platform capabilities. Combined with a highly collaborative and responsive team, this is critical when operating complex, global data foundations at scale."
Global Marketing Analytics Tech Lead, Nestlé
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