Framework and design of a Big Data Platform - Marketing & customer knowledge for a leading spirits company
Context
As a leader in the spirits sector, our mission was to frame and design a new Big Data Platform focused on marketing and customer knowledge. 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 aim was to perform advanced analyses to support the marketing and sales departments in their activities.
Issues
The major challenges for our customer were as follows:
- Gain a deeper understanding of customers, online and offline sales segments, and the correlations between marketing campaigns (across all channels) and sales.
- Perform advanced social media analysis, including sentiment analysis.
- Frame functional and non-functional requirements to validate a new generation of BI / BI DATA architecture.
Solution and method
To meet these challenges, we developed a hybrid technical architecture that was both validated and operational. We collected campaign data from the agencies and directly extracted certain data from social media. All this data was put into perspective with sales, providing valuable insights. This work contributed to the group's transformation towards a data-driven enterprise. 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 several significant benefits to our customer. 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 enterprise. By using advanced tools and technologies, our customer is better positioned to make informed strategic decisions, improve performance and remain competitive in the marketplace.