Brave Commerce Podcast: The Power of Qualitative Data in Marketing

Antoine Borde of Danone on drawing inspiration from competitors

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In this week’s episode of Brave Commerce, Antoine Borde, vp of global ecommerce at Danone, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss adding value to a product with the consumer’s needs top of mind.

Borde starts by speaking about how Danone has been challenged and inspired by its competitors. He also explains how smaller and newer brands have an “always on” mindset when connecting with customers. Recalling his vast experience as an entrepreneur before Danone, Borde explains how Danone has adopted his mindset of focusing more on the experience they provide to their consumer.

He talks about how qualitative and quantitative data can be used to build a brand experience that adds value to a consumer, which is how Danone is able to prioritize effectively with a diverse product portfolio. And how KPIs have shifted lately, leaving more basic performance indicators and moving more towards measuring media value and understanding how a brand is perceived qualitatively. 

Stream the new episode below, listen and subscribe on Apple Podcasts, or find it on Spotify.