Case Study: Large International Beer and Soft Drink Company boosts HORECA segmentation with Jakala

Data-driven segmentation of the HORECA channel

Jakala helped a large international beer and soft drink company improve data-driven segmentation across the HORECA channel. The customer needed to identify points of consumption visited by target consumers and prioritize data activation to improve commercial effectiveness and direct marketing investments, using business advisory and location analytics.

Jakala combined traditional data with big data from social media and mobile tracking, then applied advanced analytics such as image recognition, text mining, and sentiment analysis to build segmentation variables and define actions. The result was enriched point-of-consumption data, stronger sales intelligence for pre-sale and distributor negotiations, and 100% coverage of consumption points aligned with the target.