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Consumer Insights that Deliver the Goods
Technology Category
- Analytics & Modeling - Big Data Analytics
Applicable Industries
- Consumer Goods
Applicable Functions
- Sales & Marketing
- Business Operation
Use Cases
- Predictive Replenishment
- Demand Planning & Forecasting
Services
- Cloud Planning, Design & Implementation Services
- Data Science Services
The Challenge
The Consumer Insights group of a top 10 CPG company was seeking growth opportunities, but they struggled to get analytics in a timely manner. They relied upon their massive amounts of company data as well as syndicated data. Handling syndicated sources was laborious. To answer a single question, it could take up to 50 clicks and 30 minutes. However, their users usually needed to ask several questions to help them better understand customer behavior. With hundreds of employees performing this type of work on a daily basis, this wasn’t efficient or scalable. Even worse, they still weren’t able to get to the level of insights their teams needed.
About The Customer
The customer is one of the top 10 Consumer Packaged Goods (CPG) companies in the world, with more than $50 billion in annual revenue. They have a Consumer Insights group that is responsible for seeking growth opportunities for the company. This group relies heavily on the company's massive amounts of data as well as syndicated data to understand their brand health and market penetration. However, they were facing challenges in getting analytics in a timely manner and handling syndicated sources was proving to be laborious.
The Solution
The CPG company began their search for a new analytics solution. Specifically, they were seeking a “smart search and response system,” in which questions could be posed by non-technical employees and answers would be given in a user-friendly way. They also sought to leverage AI that could pinpoint opportunities for growing their business. They conducted a comprehensive search, evaluating dozens of analytics solutions. AnswerRocket was selected based upon being able to best deliver on their project objectives. The implementation was cloud-based. Multiple data sources were used from both the company and third parties.
Operational Impact
Quantitative Benefit
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