Big Data Is Helping Companies Transform The Customer Experience

Using tools like advanced digital technologies and the cloud, marketers of food and beverages are mining both public and proprietary data to enhance data analytics, improve efficiency, and drive sales while personalizing the customer experience. One beverage industry example is Dr. Pepper Snapple Group, whose sales staff has exchanged its bulky data binders for iPads packed with crucial marketing, distribution, and customer metrics. The platform the company uses applies app-based machine learning and business intel analytics. Staff use the app to gather recommendations, check operational scorecards, gauge performance against projections, and gain insights on how to adjust tactics to meet goals.