Transforming a Global Spirits Retailer Into a Data-driven Culture
This global beverage retailer, well known for their livery of high-end spirits, wanted to move away from their traditional marketing approach of scheduled product campaigns in the US market to a data-driven, always-optimizing approach. To address their needs, we created an IMPACT® data integration environment, along with analytics, campaign, testing and data management tools. This new platform provided the technology necessary to bring together multiple customer data sources internally, enhanced with our AmeriLINK consumer data and Zipline digital audiences to provide them unique behavioral segments of their customer base.
With these behavioral customer segments now defined and managed through the IMPACT platform, the client was able to create, execute and measure new activation efforts including one-to-one digital campaigns, program-based media display and web site personalization.