Artificial Intelligence to achieve business objectives
Digital transformation process to measure the impact of the brand image and predict strategies to achieve digital marketing objectives.
Thanks to LUCA's Big Data and Consulting and Analytical services, Mahou San Miguel, whilst undergoing a digital transformation process in its Marketing department, was able to elect a common language strategy among its employees and predict which strategies will be most effective in achieving its business objectives.
Mahou San Miguel is a company which was founded in 1890 by Casimiro Mahou in Madrid, a leading company in the Spanish beer sector and with a strong international presence in more than 70 countries. The company has major brands such as Mahou, San Miguel, Alhambra and Solán de Cabras.
The project aimed to solve two challenges that the company has detected within its Marketing area. One being a lack of a common language between the brands which once solved would allow for more efficient decision-making and improve the customer experience in the different areas that the company manages.
To achieve this, LUCA consulting and analytics was able to extract the value of Mahou San Miguel’s data, to resolve the lack of uniformity in marketing language and providing the possibility of predicting which strategies will be most effective in achieving their business objectives.
Measuring digital marketing actions and unifying language strategy
Technology has made the relationship between brands and consumers more complex, making mass communication ineffective and giving the floor to other methods of communication such as mobile phones. The brand-consumer relationship has changed a lot and new environments with new opportunities have appeared, but you must know how to govern them. In addition, the complexity of Marketing for an organization such as Mahou San Miguel that works in different brands, geographies and levels cannot be underestimated.
Through data analysis, LUCA solves the obstacles encountered in the process of digital transformation by unifying the language strategy of the entire organization and giving the possibility of predicting effective strategies to meet business objectives.
Digital transformation process in the Marketing area of Mahou San Miguel to:
Unify the language used throughout the organization
Understand the digital impact of the brand
Predict effective strategies to achieve objectives
At LUCA, we work with all sectors by offering an extensive range of products and services adapted to each industry, from unique business insights interpreted from anonymized and aggregate telco data from +350 million customers in our mobile network, to digital transformation projects using Big Data and Artificial Intelligence technologies.Find out more about the FMCG industry