We created E3 (efficiency, effectiveness and engagement), a big data project to activate Unilever's cross brand DMP in Mexico this way we could improve the media buying in every way.

It enabled a data driven approach to all media buying, and helped us to start buying audiences instead of specific publishers across all the digital media plan and not only limited to programmatic, using big data to drive brands to success.

We started by tagging owned and paid media to centralize all the data in one place.

The data helped us switch from trading standards to each brand specific needs to align all the media investment with business outcomes. Now we can plan in a multi brand perspective (knorr) or based in one single reach (Axe or Rexona) instead of start from zero in each campaign for each product.

Our journey with E3 is just beginning, more data will generate more insights that will bring better outcomes. We will become in a centralised data generator for our own brands instead of a advertiser looking for audiences based on reach objectives. With this data we can be now in the offer side instead only in the demand side.

We have detected media partners with high audience overlapping between each other, so by optimizing the media plan we are able to generate more than 30% cost avoidance, proving efficiency.

By analyzing the reached audiences with Spectrum AI, our real time audience insights dashboard, we were able to increase the on target impressions up to 37%, proving more engagement.

Now we know what media partners are bringing us the most valuable audiences.

And now information doesN't belong to our media partners, we own it.