Modelo integrado de seguimiento comercial para la categoría Hair en Unilever Andina.

Abstract

This report presents the improvement plan developed during the professional internship carried out in the Marketing Hair department at Unilever Andina Colombia. The project arose from the identification of a cross-cutting problem related to the lack of standardization in the monitoring formats and the dispersion of data used to analyze the commercial performance of the Dove, Sedal, Savital, and Ego brands. In order to optimize information management and strengthen strategic decision-making, a comprehensive monitoring tool was designed and implemented that consolidates indicators of volume, value, presentations, segments, channels, macro-channels, and numerical distribution. The development of the tool involved a process of gathering, cleaning, standardizing, and structuring databases, as well as modeling an analytical system in Power BI based on DAX measures and formula tables. This tool made it possible to reduce consolidation times, improve the accuracy of reports, unify criteria across brands, and facilitate the reading of commercial performance. The project directly contributed to the operational efficiency of the area, strengthened coordination between teams, and consolidated a reliable marketing intelligence system. It also allowed us to apply our knowledge of international business and develop skills in analysis, planning, and strategic control in a multinational corporate environment.