Comprehensive Data Solutions for AkzoNobel's Diverse Business Units

AkzoNobel, a global leader in paints and coatings, embarked on a multifaceted journey to enhance its data management practices across various business units.
Years of Data Analyzed

What was the goal?

The complexity of integrating and improving data from different sources necessitated a partnership with MMIT to address challenges in Marine, Decorative Paints, and Protective Coatings sectors.


Akzo Marine: Predictive Maintenance through Integrated Data

The Marine division sought to predict maintenance needs of large vessels. MMIT's solution involved integrating data from IHS into AkzoNobel’s Marine CRM system, enabling the tracking of vessel updates alongside account information. By estimating next dry dock dates, MMIT empowered the sales force to identify opportunities for offering paints and protective coatings, thus optimizing maintenance schedules and enhancing customer service.

Akzo Decorative Paints (SESA): Enhancing Data Governance

The South East-South Asia division faced challenges in controlling the quality of customer and prospect data. MMIT addressed these by aiming to consolidate data across Gaudi CRM and SAP systems, and to standardize the management of data, sources, and systems. Efforts to correct and standardize town names and add population sizes were crucial for improving marketing activities and decision-making processes.

Lead Generation and Market Analysis:

A significant part of MMIT's engagement involved enhancing lead generation through web scraping and white spot analysis. By accessing construction project databases like BCI and exploring other sources, MMIT provided AkzoNobel with valuable new building and renovation project leads. Furthermore, by mapping paint selling outlets against AKZO outlets, MMIT facilitated a strategic analysis for identifying market opportunities and optimizing retail presence.

Akzo Protective: Data Quality and System Integration.

For the Protective Coatings division, data quality issues were addressed through a comprehensive strategy involving the cleansing, deduplication, and matching of data across OneCRM, Interspec, and Mfg Pro systems. MMIT’s intervention ensured the creation of a unified dataset that met AkzoNobel’s high standards for data quality, supporting better customer data management and operational efficiency.


MMIT's comprehensive data solutions significantly impacted AkzoNobel's approach to data management:

  1. Predictive Maintenance: By leveraging integrated vessel data, Akzo Marine could proactively engage customers with tailored maintenance solutions, enhancing customer satisfaction and loyalty.
  2. Data Governance: In the Decorative Paints division, improved data governance led to more accurate market analysis, enabling targeted marketing strategies and better resource allocation.
  3. Lead Generation: Enhanced lead generation strategies empowered AkzoNobel to capture new opportunities in both new constructions and renovations, increasing potential sales and market share.
  4. Unified Data Quality: Across all divisions, the consolidation and cleansing of data sets paved the way for more informed decision-making, streamlined operations, and a stronger competitive edge in the market.

Summing up

MMIT's collaboration with AkzoNobel exemplifies the transformative power of advanced data management solutions across diverse business units. Through targeted interventions tailored to each division's specific needs, AkzoNobel has strengthened its market position, demonstrating the strategic value of high-quality, integrated data in driving business success.

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