From Silos to Synergy: Shell’s Journey to a 360° Customer View
Izabela Klein, Shell, Christina Costa Connolly, Infotools
Shell is undergoing a massive transformation, from EV charging to reimagining convenience retail. To inform this change, they unified seven previously siloed B2C trackers into a single, agile solution. This new GBT framework provides an integrated 360-degree view of over 240,000 customers across 67 markets. The result is sharper strategies, better media planning, and a clear roadmap for Shell’s bold journey into the future of energy.

From Silos to Synergy – Shells Journey to a 360 Customer View