Advanced Data Analytics for Segmentation
Food & Beverage
Context & Objectives
A major food & beverage faces a 3-level distribution network, with hundreds of thousands of retailers.
The company has no access to consumers, and very limited contacts with retailers. In this context, the objective is to improve the allocation of marketing and sales resources, thanks to collecting and make sense of “deep data” about retailers and their final customers.
Outcome
Assigned retailers to segments, allocated resources (sales and marketing) to accounts with greatest business potential.
Our approach
Step 1 - Design
- Design segmentation criteria including image & customer typology criteria
Step 2 - Build
- Build automated API calls to several data sources. Aggregate structured and unstructured data per retailer. Deploy a segmentation algorithm
Step 3 - Define
- Define the ambition by segment, design specific sales / marketing programs and reallocate resources accordingly
Step 4 - Pilot
- Pilot in one state and roll-out (industrialization) in +40 states
Our experts