meal kits delivered in 2020
employees making data-driven decisions
hours saved each week in data discovery
From its start in 2011, data has been critical to HelloFresh’s success. Data scientists use analytics and forecasting models to anticipate customer demand and ensure smooth procurement processes for the just-in-time deliveries to customers—without accumulating costly perishable overstock. The marketing team also uses analytics to drive its efforts and align growth with the ability to fulfill orders.
At the onset of the COVID-19 pandemic, HelloFresh needed to quickly scale analytics to help meet an increased demand for meal kits, since more people were opting to eat at home. The company sought to democratize data to make it easier to find and to use for more than 11,000 employees in 14 countries. By doing a better job of documenting key data, the company could create a single source of truth that’s easy for data users to find.
At the center of these efforts is Kai von Grambusch, Director of Data and Analytics at HelloFresh Global, who made it his mission to ensure that data owners and employees across the organization have the best tools to do their best work. For data scientists, that meant gaining insights faster to help them adapt to the increase in demand and make smart decisions regarding their creation and distribution.
In 2019, HelloFresh leadership identified data as a further key strategic asset to support or fully automate decision-making across their value chain. Their ultimate goal was to build data products that become trustworthy assets across the organization, so that data users can easily discover, understand, and securely use high-quality data.
Led by Global Senior Directors of Data, Clemence W. Chee and Christoph Sawade, a phased reorganization began to unlock analytical data at scale. But their decision to transition to a data mesh architecture also required a new approach to data management and data infrastructure. Both leaders set up new teams and are currently expanding their headcount rapidly, hiring data professionals.
“The idea is to decentralize data ownership, making domain owners and producers responsible for the quality of their own data and treating data assets as a product to be delivered to the rest of the company,” von Grambusch says. “We believe this is the way to scale data and enable our future success as a company.”
For the data mesh approach to succeed, Kinda El-Maarry, Global Data Governance Lead, and von Grambusch needed to establish new standards for data governance, and the right tooling to catalog metadata and track data lineage. Those capabilities were essential for maintaining high-quality data and making it easy for all HelloFresh employees to find it.
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