Data-driven segmentation of the HORECA channel - Jakala

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  Data-driven segmentation of the HORECA channel
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The first event dedicated to marketing evolution & innovation that aims to bring together cross-industry players involved in marketing & sales in order to make them unlock their full potential by focusing on today’s business main challenges and opportunities.
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EVENT

Martech Day

The first event dedicated to marketing evolution & innovation that aims to bring together cross-industry players involved in marketing & sales in order to make them unlock their full potential by focusing on today’s business main challenges and opportunities.
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EVENT

Martech Day

The first event dedicated to marketing evolution & innovation that aims to bring together cross-industry players involved in marketing & sales in order to make them unlock their full potential by focusing on today’s business main challenges and opportunities.

case studies

Data-driven segmentation of the HORECA channel

Industry FMCG

Solutions Business advisory Location analytics

Challenge

Jakala has helped an international beer and soft drink company identify the points of consumption visited by the target consumers using innovative data sources (social media, mobile data, etc.) aimed at prioritizing data activation, guaranteeing commercial effectiveness as well as direct marketing investments

Activities

Collection and integration of traditional data with big data resulting from social media or mobile tracking

Advanced analytics (image recognition, text mining, sentiment analysis, etc.) converting data into attributes and segmentation variables

Segmentation of consumption points by using all available attributes, and definition of actions

Results

Data enrichment

Enrichment of traditional information regarding the point of consumption with behavioral data of the target customers coming from mobile analysis and social media

Sales consciousness

Wider set of information available for the agent to be used both during the pre-sale and the negotiation with local distributors

Sales effectiveness

100% coverage of all consumption points in line with the target