A future-ready roadmap accelerating enterprise delivery
- ClientMars
- IndustryFood & Beverages
- ServicesTechnology · Marketing
- CapabilitiesData Strategy & Architecture · Ecosystem definition & roadmapping · Customer Data Platform (CDP) · Data Services · Data, Analytics, AI/ML Services · Technical ecosystem strategy & road mapping · Information Architecture
A roadmap for unifying strategy and governance across a digital ecosystem
Mars Wrigley’s digital ecosystem had grown fragmented across brands, markets, and teams, creating inconsistent experiences and making it difficult to meet evolving compliance expectations. With multiple platforms and ways of working in play, decisions were often made locally—slowing progress and increasing risk.
To move forward, Mars Wrigley needed a unified technical strategy and clear governance to align priorities, standardize how digital products are built and managed, and create a scalable foundation for the future. In this case study, you’ll learn how the strategy and roadmap were shaped, how governance was designed to support adoption, and what outcomes the organization unlocked as a result.
Key Takeaways
Conducted a comprehensive assessment of Mars Inc.’s technical landscape to identify gaps and opportunities.
Developed a detailed technical strategy aligned with business objectives and long-term growth.
Created a phased roadmap to guide implementation and prioritize high-impact initiatives.
Established a clear, actionable path to modernize capabilities while supporting scalable, future-ready operations.
A Standardized Data Layer for Global Tracking
In conjunction with the CDP, we helped Mars develop the specifications for a digital data layer which is a standardized schema for tracking user interactions across sites. While the schema is modular and extensible, its purpose is to encourage consistency and ease of implementation across multiple sites and technologies.
Implementing a Technical Strategy for Speed and Scale
To address these issues, we developed a two part technical strategy: a Consumer Data Consolidation and an accompanying Web Platform & Toolset. The result was a comprehensive plan that addresses Mars’ short term data governance concerns while positioning them to drive long-term business growth through digital transformation.
Centralizing Consumer Data for Privacy and Activation
To mitigate compliance issues and allow Mars to better leverage data for business purposes, we devised a strategy to centralize consumer data storage for all Mars owned platforms. The primary goals of our recommendation were to help Mars comply with all relevant data privacy regulations, facilitate efficient workflows for administering data subject requests/honoring privacy preferences, and enable omnichannel marketing automation.
Centralizing Data Collection and Governance with mParticle
By recommending mParticle as Mars’ CDP (Consumer Data Platform), we helped simplify the collection of data from multiple sources and vendors while centralizing the management of business rules in a single place.
The CDP fit seamlessly into Mars’ tech stack integrations and supported compliance tools Mars was already using, including a direct integration with OneTrust.
Piloting a Web Platform & Toolset for Global Brand Sites
We piloted a Web Platform & Toolset workstream to develop a flexible and scalable web platform and collection of starter kits that can support Mars brands across markets to enforce best practices and produce higher quality digital experiences. This included electing a best-in-class modern web tech stack that would act as the foundation for the global website system, as well as developing an architectural blueprint for the data platform that would integrate with the rest of Mars’ evolving MarTech stack.
What We Did
Defined a comprehensive technical strategy to guide enterprise-wide technology decisions and investments
Built a prioritized, phased roadmap translating the strategy into actionable initiatives and sequencing
Aligned key stakeholders on goals, scope, and execution approach to enable coordinated delivery across teams
Established governance and prioritization mechanisms to support ongoing decision-making and roadmap updates
A clearer path forward for Mars Inc.
For Mars Inc., we developed a comprehensive technical strategy and roadmap aligned to the needs of a global CPG organization. The work clarified priorities and translated them into a practical plan to guide decision-making. The result is a clearer path forward that supports coordinated execution across teams.
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