Accelerating a data-driven sales culture at a global FMGC Company
The Data Forest
March 9, 2026
About the client
Our client is one of the world’s largest fast-moving consumer goods (FMCG) companies, home to a portfolio of iconic snacking brands. In Belgium, the commercial team spans category managers and sales representatives who rely on large volumes of retail and market data to drive business decisions and support their retail partners.
The challenge
The client’s commercial team had access to rich retail panel data, but translating that data into clear, actionable insights was a real pain point. The data itself posed specific technical challenges:- Retail panel data comes with complex, rigid hierarchy dimensions across products and geography, which are notoriously difficult to work with and even harder to visualize clearly.
- The internal analytics team needed a faster path to results without sacrificing quality.
- There was a gap between the data available and the ability of end users (category managers, sales teams) to independently draw insights from it.
Our approach
The Data Forest took a structured, human-first approach, starting with people and process before touching any data or tool.1. Data storytelling training
We kicked off the project with a data storytelling training session for the client’s commercial team, including category managers and the sales team. The goal was to build a shared language around data and visualization: what makes a good dashboard, how to frame insights as stories, and how to think about the needs of the end user. This investment upfront paid dividends throughout the entire project.2. Dashboard design workshop
Before building a single dashboard, we ran a co-creation workshop directly with the end users. Together, we:- Mapped the user journeys: who needs what, when, and why.
- Identified the key KPIs that really matter to the business.
- Created wireframes, sketching the layout and content of each dashboard before any development began.
3. Dashboard development
With a solid blueprint in place, we developed the dashboards. Tackling the specific complexity of the retail panel data and its hierarchical structures. We worked in close collaboration with the client’s internal team, sharing knowledge as we built, so their analysts could understand, maintain, and extend the solution going forward.Specific challenges we solved
- Complex retail panel data hierarchies: The data provider’s product and geography dimensions use rigid, multi-level hierarchies that require specific handling to make them filterable and readable in a BI tool. We designed a data model that tamed this complexity without sacrificing flexibility.
- Speed to value: The client needed results quickly. One of our key strengths is the ability to rapidly scale up resources for short-term assignments. We deployed the right profile fast, without the usual lead times of a traditional consulting engagement.
- Bringing seniority to a young team: By embedding experienced BI consultants within the client’s team, we could share best practices in data modeling, dashboard design, and stakeholder communication.
Results and benefits
- Category managers and sales teams now have dashboards that reflect their actual workflows and KPIs. Built with them, not just for them.
- The internal analytics team is more autonomous and better equipped to maintain and extend the BI environment independently.
- A culture shift towards data-driven decision-making is underway, supported by shared vocabulary, clean visuals, and accessible insights.
- Thanks to our flexible engagement model, the client got the senior expertise they needed exactly when they needed it, without a long commitment.
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