Advanced Data Analytics for Segmentation
Food & Beverage
Context & Objectives

A major food & beverage faces a 3-level distribution network, with hundreds of thousands of retailers.

The company has no access to consumers, and very limited contacts with retailers. In this context, the objective is to improve the allocation of marketing and sales resources, thanks to collecting and make sense of “deep data” about retailers and their final customers.


Assigned retailers to segments, allocated resources (sales and marketing) to accounts with greatest business potential.

Our approach

Step 1 - Design

  • Design segmentation criteria including image & customer typology criteria

Step 2 - Build

  • Build automated API calls to several data sources. Aggregate structured and unstructured data per retaile. Deploy a segmentation algorithm

Step 3 - Define

  • Define the ambition by segment, design specific sales / marketing programs and reallocate resources accordingly

Step 4 - Pilot

  • Pilot in one state and roll-out (industrialization) in +40 states
Our experts
Ugo Philippart
Associate Partner