The Data-Driven Beverages Industry

Mar 26, 2014 in Enterprise, Retail

Back in December, we explored companies that are Elevating the Beverage Industry Through Mobile Data Collection, with particular focus on leaders in wine manufacturing. Also, in case you missed it, be sure to check out our recent interview with Delicato Family Vineyards to learn how they have strengthened their sales and marketing initiatives by using GoSpotCheck. Vintners and wineries are certainly not alone in turning data into action, beverage companies across the board—from soft drinks to coffee and beyond—are taking a data-driven approach to their business operations.

Take Starbucks, for example. The coffee giant’s growth strategy is decidedly rooted in data collection. As this DataInformed article notes, the company leverages geographic data through the use of Esri’s Geographic Information Systems technology to determine optimal new store locations. Members of Starbucks’ real estate team are equipped with Esri’s analytics software both in the office and on their mobile devices in the field, enabling the company to focus on smart data-driven expansion. Overall, big data is central to the company ethos. As AdAge reports, Starbucks collects a superabundance of data via its loyalty cards and has a director of analytics and business intelligence to “create an analytics community” and promote a range of data-empowered actionable insights.

Speaking of burgeoning analytics communities within companies, the Bud Lab offers a fresh and exciting take on data collection and analysis. Anheuser-Busch InBev—the world’s largest brewing company—has committed to a notably academic approach to data studies through a unique partnership with the University of Illinois Research Park. Announced in August 2013, “[T]he Bud Lab will focus on data analytics, developing data research and innovation to solve problems ranging from assortment optimization, social media and market trends to large scale data initiatives.” Here, we find data collection at the very epicenter of cutting-edge thinking and developments in the beverages industry.

And no discussion of new directions in the beverages industry would be complete without checking in on Coca-Cola, the biggest non-alcoholic beverages company in the world. BigData-Startups offers a nice roundup of Coca-Cola’s many data-driven enterprises. Whether its nurturing brand advocates or streamlining supply chain processes, “[T]he Coca-Cola Company is far ahead in using big data to improve their organizations, products, increase their revenue and reduce their costs.”

Finally, turning to Coca-Cola’s primary rival, we could not agree more with Diego Saenz—former chief information officer for PepsiCo, interviewed in Forbes here—who asserts that “CEOs and CMOs cannot be content with just ‘having’ data but must challenge themselves and their people to use the data.” Here at GoSpotCheck, we make it extraordinarily simple for field teams to collect the data—and then proceed to the essential steps of structuring, analyzing and using that data in myriad ways to drive growth, revenue and success.