How did we expect to use the insights we uncovered from capturing data from all the relevant touchpoints?

We would use the data insights in at three levels

1) Communication level

With new, consolidated and confirmed real time data from users we would be able to tailor our communications in a significantly more precise way. We would now what your favorite drinks were, when and you enjoyed them, what were your most intimate tastes in music, art, cinema, etc

2) Innovation level

With new knowledge of consumer desires and patterns of behavior we could reverse the way in which all 11 brands delivered their brand experiences. Instead of investing in events and sponsorships and then communicating these to potential interested consumers we would ideate and launch experiences tailored to specific customer segments based on real data.

3) Social level

As we would collate many profiles of different consumers we would be able to establish matchings between people who enjoyed the same spirits, the same activities and went to the same places. We had the potential to become a highly efficient generator of social interactions.

Our data driven strategy has been executed through 3 key elements

1) Finding the right segmentation model

Our first step was to digitalise their traditional and robust research segmentation model and distill it to its purest and minimal form. That is, we took the queries that formed the segmentation model and automatised, disperesed and distributed them through the whole ecosystem; digital and physical. Now with every new interaction (in a web, in an app, in a sponsorship events, in a point of sale promotion, etc) we would get to know the consumers.

2) Coming up with a technological vision that would align all experience touchpoints and consolidate all data

We created a new identification system that could all consumers, as well as segment them in a secuential and non intrusive manner, tracking their behaviour online and interests offline. We called it Spirit ID.

3) Gather insights and use them to generate unique and personalised experiences

With the data we captured through all touchpoints we could now model X consumer categories which could describe all consumers by demographic, attitudinal and behavioural data.

Once we know the customer segment and their preferences we could tailor communications to offer the most appropriate experiences

This project in essence wanted to capture true knowledge from consumers to offer them exquisite enjoyment through tailored experiences.

Some quantitative results (after less than 5 months of activation):

- 43 physical/digital touch points integrated

- 110.252 leads and 34.380 registered users

- +38% increase in event ratings

- +534% increase in emailing response

- Tracking of brand perceptions, consumption patterns, geolocalisation and interests that lead to the deployment of hyper- personalized offers, such as:

- Creation and invitation to preferred tailored cocktails

- Music groups selection for co-creation of new events

- Launch of geolocated consumption offers (from digital to point of sale: bars and restaurants)

The business now knows the real value (in €) of their customers based on the economic analysis of all interactions that generate value to the brands along 4 axes:

1. product consumption

2. content sharing

3. participation in promotions

4. traffic to the point of sale.

Some qualitative results:

Spirit ID has aligned the complete physical and digital ecosystem. Any interaction in any place from any brand is now collected and enriches the model.

Thanks to knowledge from Spirit ID Pernod Ricard now re-engineers all new experiences to fit user´s tastes and expectations.