“Anheuser-Busch’s Drive for Innovation and Monetization Through Data and Technology”

(Randy Bean, Forbes, 16 April 2019)

Anheuser-Busch (AB InBev) is the world’s largest brewing company which business is estimated of 55 bill $ and includes almost 500 beer brands in 100 countries. The company’s goal is a 60 bill $ - 100 bill $ business. To reach that, AB InBev introduced a data strategy that includes a worldwide data platform’s assessment, design, architecture, and delivery.

The strategy’s main goal is utilizing technology and data to force innovation and transformation. These means are expected to scale and speed up the business; the strategy horizon is 3-5 years. The cornerstones of AB InBev’s data strategy: 1) analytics expansion; 2) automation for operational efficiencies; 3) business ability for creating new streams of revenue. AB InBev’s use cases for monetizing products and data assets: a) analytics of microeconomic data related to soil, water, and weather conditions. That allows to forecasts demand and optimize products life cycles thus supporting local producers and brewers. The expected impact is 1 bill $. b) data leverage aimed at minimizing machine down-time and costs, and reaching new markets by launching new business lines with a unified data platform. According to Harinder Singh, global director of data strategy and solution architecture at AB InBev, a unified data platform is a must as there are “thousands of local systems and data silos that have developed organically by country and geographic market”. H. Singh created a unified data-driven solution that can be rolled out in many geographies and markets. His aims are to use the information within the whole company, to integrate all the company’s data into a unic view, and augment its analytics capabilities. To do so, H. Singh introduced Talend’s data integrity platform of more than 900 connectors to customize new sources of data and reduce complexity. Thus, AB InBev created a foundation for artificial intelligence and machine learning initiatives. H. Singh: “data is a key recipe for our success”.


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