Context and 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.
Key project steps
Assigned retailers to segments, allocated resources (sales and marketing) to accounts with greatest business potential