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Towards a Centralized Vision: Sofidel Sets a New Data-Driven Marketing Standard
While they expertly deliver innovation and quality to their customers, Callaway Golf’s previous planning and reporting tool wasn’t making the cut. To evolve their enterprise, the sports giant decided to replace their outdated planning software with SAP Analytics Cloud for planning.
Together with Avvale, Callaway Golf successfully implemented SAP Analytics Cloud across their global enterprise in just 6 months. Now, Callaway Golf has a single, consolidated planning solution that has enabled streamlined expense and asset plans so they can focus on what they do best– revolutionizing the sporting world with cutting edge equipment.
Sofidel, headquartered in Porcari, Italy, is a leading manufacturer of tissue paper and the company behind well-known brands such as Regina. Operating across more than 10 countries, Sofidel employs over 7,000 people. With a mission rooted in sustainability, Sofidel is committed to reducing its environmental impact while creating economic, social, and environmental value for all stakeholders.
The Challenge
Operating on a global scale, Sofidel faced complex challenges related to fragmented data management, further complicated by the need to comply with stringent regulations such as GDPR. The company needed to ensure a unified view of customer interactions while balancing marketing campaign efficiency with personalized customer experiences.
Focused on innovation and sustainability, Sofidel recognized the need to enhance operational efficiency and improve customer engagement. The main challenge was to centralize fragmented data and create a unified user view to support global marketing strategies while ensuring transparency and security in handling personal information.
The Approach
Avvale understood that solving these challenges required more than just a technical solution – it called for a strategic approach that put data management at the heart of Sofidel’s digital transformation.
To create an agile, integrated data management structure, Avvale collaborated with Sofidel to design and implement a Customer Data Platform (CDP) based on Odoo. By integrating all existing data sources, the CDP provided a unified view of every user interaction across both online and offline channels. Ensuring GDPR compliance was a top priority, with Avvale making sure the CDP fully adhered to regulations, safeguarding user data, and ensuring transparent and secure data management.
The platform was also designed with flexibility and scalability in mind, allowing it to evolve. As Sofidel expands towards a broader Data Platform, it will be able to incorporate other types of data and integrate new technologies like artificial intelligence to generate even more accurate insights.
The Challenge
Before integrating SAP Analytics Cloud, Callaway Golf's planning landscape centered around SAP's legacy planning solution, Business Planning and Simulation (BPS). While BPS met Callaway Golf's planning needs for many years, the enterprise began to experience limitations with their old solution:
- Disconnected plans across the board: As Callaway Golf expanded and acquired new brands, planning processes greatly differed across the enterprise with some business units using Excel spreadsheets and others using legacy solutions for planning.
- Outdated planning functionalities: The existing legacy planning solution lacked many modern functionalities. Among them, salary calculations and asset depreciation automation needed improvement. As a result, it became difficult to create detailed and accurate forecasts across the globe.
- Significant IT support: The legacy solution required continuous management from IT to maintain runtime. IT had to carve out a full day every week to manually maintain the solution.
- No single source of truth: Various departments and brands used different data sources, which led to data silos across the organization, making it difficult to gain a clear picture of the enterprise's planned expenses.
- Rigid user interface: Legacy forecasting system was difficult to navigate and lacked working functions and calculations across the board, such as planning on depreciation and existing assets, adding vendors or members on the fly, and breaking down their cost center expense planning forecasts.
The Approach
With Avvale experts on their side, Callaway Golf laid out the following goals for their new planning landscape with SAP Analytics Cloud:
- Crowdsource and consolidate plans across the enterprise to gain a global overview of their planned expenses and expand the input capabilities to each responsible owner.
- Leverage elevated planning functionalities to create faster and more accurate forecast cost center expense and asset reports. The ability to customize calculations enhances and automates the reporting metrics.
- Harness the power of self-service analytics to alleviate IT from the burden of simple maintenance and data entry requests, so they can focus on high-ROI tasks.
- Maximize user-driven admin capabilities to control the management of calculations and forms.
- Create new KPls driven by the business needs.
When SEM-BPS was the center of Callaway Golf's planning landscape, flexibility was a huge factor that was missing. SAP Analytics Cloud contains powerful scenario planning capabilities that help organizations quickly uncover actionable insights to make data-driven decisions. For Callaway Golf, SAP Analytics Cloud's modern planning functionalities provided users with the ability to:
- Add members on the fly
- Plan on existing as well as planned assets and automatically calculate the depreciation of values
- Test "what-if" scenarios for deeper analysis by creating private versions of plans
- Customize the solution based on their current business process
- Perform driver-based calculations
- Empower users to execute end-to-end planning scenarios, without the help of IT
The Impact
The digital transformation led by Avvale is reshaping how Sofidel manages customer interactions and data collection. By the end of this journey, Sofidel will benefit from optimized marketing campaigns, increased promotional effectiveness, and improved user engagement. GDPR compliance will be strengthened, minimizing privacy risks and ensuring secure and transparent handling of personal data.
Sofidel will be able to efficiently send thousands of personalized promotional emails to users across Europe through a centralized, GDPR-compliant system – thanks to the custom software jointly developed by Sofidel and Avvale, which builds on their longstanding partnership. Integration with other Odoo modules and the shift towards a comprehensive Data Platform open up new opportunities, such as advanced data analysis and the integration of AI to generate increasingly accurate and timely insights. The result? More efficient processes, highly personalized campaigns, and secure, compliant data management.
This project not only supports Sofidel’s growth and innovation but also strengthens its commitment to sustainability and operational efficiency, enhancing the value delivered to all stakeholders.
