The Situation

SABMiller knew that consumer and customer intimacy is one of the key pillars of its marketing and sales strategy. SABMiller Global Executive Committee decided to embrace digital technology to improve engagement with its customers and consumers.

The Task

The top-level direction required technology leadership, strategy, improvement of digital capabilities within SABMiller and reference architecture. My Strategy & Architecture team partnered with Marketing to deliver those building blocks.

The Action / Approach

My team and I delivered strategy and subsequently architecture for the digital transformation. We provided thought leadership and led the architecture delivery for consumer and customer engagement, as well as the analytics platform.

The Result

SABMiller dramatically improved its intimacy with the consumers and customers as well as the efficiency of its consumer- and customer-facing operations. A proof of concept on Marketing Spend Optimisation ran in Italy paid for the full implementation project before its go-live. Our consumer analytics platform won the prestigious 2015 Business Technology Leadership Award for Business Analytics from Ventana Research.