Leader in the spirits sector: framing and design of the new Big Data platform - Marketing and customer insight.
Context
As a leading company in the spirits industry, our mission was to frame and design a new Big Data platform focused on marketing and customer insight. The main challenge was to create, implement and test a modern hybrid data architecture capable of collecting data from multiple sources such as SAP (ERP). The goal was to perform advanced analytics to support the marketing and sales departments in their activities.
Challenges
The key challenges for our client were
Gain a deeper understanding of customers, online and offline sales segments, and correlations between marketing campaigns (across all channels) and sales.
Perform advanced social media analytics, including sentiment analysis.
Frame functional and non-functional requirements to validate a new generation of BI / BI DATA architecture.
Solution and method
To address these challenges, we developed a validated and operational hybrid technical architecture. We collected campaign data from agencies and extracted certain data directly from social networks. All of this data was put into perspective with sales, providing valuable insights. This work contributed to the Group's transformation to a data-driven business. The tools and technologies used included SAP, Microsoft SQL Azure, Data Warehouse, Data Fabrics, HD insights, Deep Learning, Machine Learning, Power BI, Spark and many others.
Benefits
The successful implementation of this new Big Data platform has brought our client a number of significant benefits. These include a better understanding of customers and market segments, an enhanced ability to analyze marketing campaigns and sales, and a transformation to a more data-driven business. Through the use of advanced tools and technologies, our client is better positioned to make informed strategic decisions, improve performance and remain competitive in the marketplace.