Case Study: Amadori Group boosts real-time consumer engagement with IBM analytics and digital marketing

Amadori Group converts consumer sentiments into near-real-time sales

The Amadori Group, a leading Italian food producer, sought to deepen engagement with a younger demographic (ages 25-35) and better align its marketing with changing consumer lifestyles. To address this challenge, the company partnered with vendor IBM and its Business Partner, Tecla.it S.r.l., to design a new digital marketing strategy, intending to leverage IBM's WebSphere Portal and analytics software.

IBM's solution involved creating interactive mini-sites managed with WebSphere Portal and Web Content Manager, which were integrated with social media platforms. Using IBM SPSS Data Collection software for sentiment analysis, Amadori could monitor brand perception and react with timely promotions. This strategy resulted in a 100% improvement in social media monitoring capabilities, a gain of 45,000 Facebook fans in under a year, and a direct increase in sales through targeted initiatives like eCoupons.

Amadori Group

Gianluca Giovannetti

Group Chief Information Officer (CIO) and Business Process Director