MACH interview with Danone

Since joining Alpro in 2019, Ralph has been instrumental in adopting MACH solutions, beginning with a new website launch. He delves into the complexities of working within a large company like Danone, the autonomy Alpro enjoys, the challenges faced, and the ongoing efforts to synergize knowledge across different brands. Ralph’s insights offer a unique glimpse into the business-driven approach to MACH technology, reflecting on the balance between innovation, integration, and the practicalities of implementation.

Tell me about your role and your experience with MACH technology?

My role at Danone, specifically with the Alpro brand, began in 2019. I was brought in at a time when Alpro was a recent acquisition but still maintained a lot of independence. This independence allowed us to have significant autonomy over our projects, especially in marketing technology. When I joined, we were in the process of launching a new website to align with the brand’s changing voice. I was the key decision-maker in pushing Alpro towards MACH, a decision that has since influenced other Danone brands. My first encounter with MACH was with Contentful in 2019, and it immediately resonated with me. Four years later, we’re still running on Contentful and are in the process of rebuilding our frontend on NextJS. This journey has been about leveraging technology to create future-proof experiences for the brand, and MACH has been central to that.

Would you consider yourself the main ambassador promoting MACH technologies at Danone?

That’s correct. I’m part of the global digital team, the global marketing team, and my role is multifaceted. I’m responsible for various aspects across all markets. I also act as the head of marketing technology, which means I’m involved in both strategic decision-making and hands-on implementation. My background in content and campaign management for other brands has been instrumental in understanding the potential of MACH and how it can be applied within our specific context.

I’ve taken on the role of promoting MACH within Danone. It’s a complex task, given the size of the company and the many moving parts. We’ve developed two tracks within the organization: one focusing on core technology and the other on MACH first with Contentful and Netlify. Both options have their merits, and the choice depends on the specific business case and needs of the individual brands. My role has been to advocate for MACH, explain its benefits, and help guide the decision-making process.

Have you introduced other parts of the MACH technology to the ecosystem?

We have indeed explored other parts of MACH technology. While Alpro doesn’t provide commerce capabilities, Commercetools has been chosen as the solution for all of Danone in that area. We’re also considering implementing a new Product Information Management (PIM) system. These decisions reflect our ongoing commitment to leveraging the best technology to meet our specific needs, whether or not they are officially part of the MACH ecosystem.

How do brands approach you with their requirements?

The approach varies across the organization. Some teams reach out to me directly, recognizing my role as an ambassador for market technology. Others might go straight to global IT with their questions. There’s no single method or approach, and that’s reflective of the diversity and complexity of our organization. I often showcase what we’ve done in other markets to help guide decisions, and my role as an unofficial MACH ambassador means that I’m often sought out for insights and guidance.

Brands typically come to me when they’re at a crossroad, seeking insights and guidance on technology choices. They recognize my role as the unofficial MACH ambassador and value my perspective. We’re working to streamline our technology choices to save money and knowledge, and MACH is very much a valid option. My experience with Alpro has helped put MACH on the map within Danone, and I’m often consulted for my expertise.

How do you keep the brands informed about MACH?

Keeping brands informed about MACH is an ongoing effort. We don’t have a formal structure in place, but we emphasize the importance of investing in improvements now to avoid paying more later. MACH is presented as a future-proof approach that aligns with our commitment to innovation and adaptability.

It seems that IT usually pushes for MACH technologies, but in your case, it's the opposite?

Indeed, our scenario is a bit different. We’ve had sessions with Contentful and Netlify to familiarize IT with the technology, but monolith technology is deeply embedded in our ecosystem. It’s been an uphill battle to make major changes, especially given the strong presence of monolith vendors. MACH, in our case, has been more of a grassroots initiative, driven by the business side rather than IT.

Do you anticipate any trade-offs for business users with MACH?

While there may be perceived trade-offs, I emphasize that MACH is designed to grow and shift with the team’s priorities. Rather than paying a premium upfront and feeling pressured to use all the capabilities, MACH allows for a more flexible and adaptive approach. I don’t see significant trade-offs happening, as the benefits of MACH align well with our goals and needs.

Do you think there are any boundaries for MACH?

MACH’s applicability can vary depending on specific cases. If something built in legacy is working well, there may be no reason to change it. However, if there are elements or aspects of the existing stack that aren’t functioning well, MACH should be considered. It’s about finding the right balance and understanding where MACH can add value.

How about integrating across different MACH components?

Integration is a complex process, and we work with a dedicated development agency to help us develop our stack. Contentful is at the core, and we enhance it regularly to interact with other solutions within the business. We’re constantly investing in it, but we’re mindful of limitations and costs. The goal is to create a seamless and efficient system without overspending.

How do you know when you've outsourced too much?

Striking the right balance between outsourcing and internal control is indeed tricky. We strive to keep ownership and control over everything, from being the admin of all accounts to storing code in our GitHub. We also work on documentation and follow MACH principles of API first. This approach ensures that we maintain control while leveraging external expertise.

Was your IT team involved in shaping the standards for the agency?

Our IT team hasn’t been closely involved in shaping the standards for the agency. Most of the work related to markets is outsourced, but we have confidence in the quality and due diligence of the agencies we work with. We ensure that the code is up to par and that they’re not creating any issues within our systems.

How do you keep track of releases and improvements?

Tracking releases and improvements is a complex task, especially for a website without conversion or purchase capabilities. We rely on measuring consumer engagement and uplift, mainly through Google Analytics. We also have KPIs around contacts and newsletters, and we use standalone tools for data capture and email. It’s a continuous process of monitoring, evaluating, and adjusting to ensure that we’re meeting our goals and delivering value to the consumer.

Do local brands give you money for continuous improvements?

Securing investment for continuous improvements is always a challenge. We recognize that every three to four years, significant changes are needed, and we balance the value for the consumer and teams. It’s about making a case for the long-term benefits of continuous improvement and aligning it with the broader business strategy.

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