BI-TECH AFRICA

3 real examples of business intelligence in action

: Posted By Administrator; 26 May 2021; Blog; Hits: 823

1. HelloFresh centralized digital marketing reporting to increase conversions

Company: HelloFresh
Problem: Digital marketing reporting was time-intensive, manual, and inefficient.
Solution: For meal kit company HelloFresh, a centralized business intelligence solution saved the marketing analytics team 10-20 working hours per day by automating reporting processes. It also empowered the larger marketing team to craft regional, individualized digital marketing campaigns.

Based on aggregate analyses of customer behavior, HelloFresh created three buyer personas to guide their efforts. Being able to see and track real-time data means the team can react to customer behaviors and optimize marketing campaigns. As a result, they saw increased conversion rates and improved customer retention.

More reading: Read more examples of marketing departments leveraging business intelligence.

2. REI increased membership rates for co-op retailer

Company: REI
Problem: Difficulty tracking membership metrics with 90 terabytes of data.
Solution: In this example, Outdoor retail co-op REI uses a business intelligence platform to analyze their co-op membership. Co-op members contribute to REI’s account for more than 90 percent of purchases with the retailer, so it is critical to track metrics like acquisition, retention, and reactivation. All of this information equates to over 90 terabytes of data. The ability to parse all of this data means that operations teams can determine whether to invest more in brick-and-mortar retail or digital experiences for their members.

This leads to greater customer satisfaction and positive associations with the brand.
“We’ve seen a complete turnaround in 2017 with new member acquisition,” observed Clinton Fowler, Director of Customer and Advanced Analytics at REI.

The team also uses their BI platform to analyze customer segmentation, which helps inform decisions like shipping methods, member lifecycle management, and product category assortments.

More reading: Read about the top 5 retail analytics trends.

3. Coca-Cola Bottling Company maximized operational efficiency

Company: Coca-Cola Bottling Company (CCBC), Coca Cola’s largest independent bottling partner
Problem: Manual reporting processes restricted access to real-time sales and operations data.
Solution: Coca-Cola's business intelligence team handles reporting for all sales and delivery operations at the company. With their BI platform, the team automated manual reporting processes, saving over 260 hours a year—more than six 40-hour work weeks.

Report automation and other enterprise system integrations put customer relationship management (CRM) data back into the hands of sales teams in the field through mobile dashboards that provide timely, actionable information and a distinct competitive advantage.

A self-service BI implementation fosters more effective collaborations between IT and business users that maximize the expertise of participants. Analysts and IT can focus on big-picture strategy and long-term innovations such as enterprise data governance rather than manual research and reporting tasks.