Anheuser-Busch's Drive for Innovation and Monetization Through Data and Technology

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Photographer: Waldo Swiegers/Bloomberg

© 2018 Bloomberg Finance LP

Harinder Singh knows a thing or two about creating value for large and complex organizations using big data. For nearly six years, Singh served as principal product manager for data and analytics at Walmart e-commerce, where he was responsible for leading the design and development of data products. In this capacity, Singh was at the forefront of evangelizing within Walmart e-commerce what it means for a large retail business to establish a data-driven culture. Today, Singh is on a new mission, as global director of data strategy and solution architecture at Anheuser-Busch (AB InBev), where it is his mandate to build a global data culture and guide AB InBev along its data journey.

Anheuser-Busch is the world’s largest brewing company, and one of the largest and fastest moving consumer packaged goods companies. Abbreviated as AB InBev, the current company has transformed through a series of mergers and acquisitions that have resulted in a sprawling estate of technology systems and huge amounts of data. Today, AB InBev is a $55B worldwide business, comprising a portfolio of nearly 500 global and regional beer brands across 100 countries, including such notable brands as Budweiser, Michelob, Corona, Stella Artois, Bass, Beck’s, Lowenbrau, and St. Pauli Girl, as well as leading craft brewers. The firm’s goal is to build a $60B-$100B worldwide business.

To realize this business goal, AB InBev has embarked on an ambitious data journey, which comprises the assessment, design, architecture, and delivery of a worldwide data platform which will deliver scale and speed to the business. Central to this strategy is the use of technology and data to drive innovation and transformation. As Singh puts it, “data is a key recipe for our success”. The firm envisions this as a 3-to-5 years effort. Because AB InBev is a company comprised of many brands, the data innovation initiative is rooted in grassroots activities. The firm recognizes that growth must be created organically, and that success is dependent upon staying close to consumers. The cornerstones of the firm’s data strategy comprise:

  1. Expansion of Analytics
  2. Operational Efficiencies through Automation
  3. Business Enablement to Create New Revenue Streams.

To support these initiatives, AB InBev has defined use cases aimed at the monetization of the firm’s products and data assets. On the Analytics front, AB InBev is using microeconomic data pertaining to soil, water, and weather conditions to support local producers and brewers with the result that demand forecasts and product development lifecycles can be optimized using this data. AB InBev anticipates a $1B impact from these data-driven efficiencies.

Similar use cases have been developed leveraging data to minimize machine down-time, improve cost-avoidance, and reach new markets through the launch of new lines of business using the AB InBev data platform. Singh notes that the beer business is “very local” and that sales representatives are dedicated to regions and must bring a high-personal touch to store owners, bars, and restaurants they serve. He explains that a unified data platform is critical due to the thousands of local systems and data silos that have developed organically by country and geographic market.

Singh has been employing a strategy to build data-driven solutions for one country or market which can be rolled out to support many geographies. He is determined to unlock the power of information within the entire organization and to integrate all the company’s data into a unified view and enhance its analytics capabilities.

To enable this effort, Singh has replaced all of the company’s legacy tools with a data integration platform provided by Talend. This new cloud data integration and data integrity platform incorporates over 900+ connectors that provide the ability to customize new data sources and reduce complexity. In doing so, AB InBev has built a foundation that enables the firm to invest in pilot AI and machine learning initiatives supported by the data platform. The result is a single unified platform that has been standardized and rationalized across data sources, regions, and brands. The platform provides a foundation for the firm’s monetization initiatives and launch of new lines of business.

The AB InBev company, and the world-class beer brands that comprise it, have come a long way from where they started. To chart a path for the future, AB InBev has embarked on a 21st Century journey to leverage data and technology to reach a global market, while preserving the local qualities and characteristics which have made each of these brands a success and establishing a foundation for the next chapter in the industry’s future.

 

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Photographer: Waldo Swiegers/Bloomberg

© 2018 Bloomberg Finance LP

Harinder Singh knows a thing or two about creating value for large and complex organizations using big data. For nearly six years, Singh served as principal product manager for data and analytics at Walmart e-commerce, where he was responsible for leading the design and development of data products. In this capacity, Singh was at the forefront of evangelizing within Walmart e-commerce what it means for a large retail business to establish a data-driven culture. Today, Singh is on a new mission, as global director of data strategy and solution architecture at Anheuser-Busch (AB InBev), where it is his mandate to build a global data culture and guide AB InBev along its data journey.

Anheuser-Busch is the world’s largest brewing company, and one of the largest and fastest moving consumer packaged goods companies. Abbreviated as AB InBev, the current company has transformed through a series of mergers and acquisitions that have resulted in a sprawling estate of technology systems and huge amounts of data. Today, AB InBev is a $55B worldwide business, comprising a portfolio of nearly 500 global and regional beer brands across 100 countries, including such notable brands as Budweiser, Michelob, Corona, Stella Artois, Bass, Beck’s, Lowenbrau, and St. Pauli Girl, as well as leading craft brewers. The firm’s goal is to build a $60B-$100B worldwide business.

To realize this business goal, AB InBev has embarked on an ambitious data journey, which comprises the assessment, design, architecture, and delivery of a worldwide data platform which will deliver scale and speed to the business. Central to this strategy is the use of technology and data to drive innovation and transformation. As Singh puts it, “data is a key recipe for our success”. The firm envisions this as a 3-to-5 years effort. Because AB InBev is a company comprised of many brands, the data innovation initiative is rooted in grassroots activities. The firm recognizes that growth must be created organically, and that success is dependent upon staying close to consumers. The cornerstones of the firm’s data strategy comprise:

  1. Expansion of Analytics
  2. Operational Efficiencies through Automation
  3. Business Enablement to Create New Revenue Streams.

To support these initiatives, AB InBev has defined use cases aimed at the monetization of the firm’s products and data assets. On the Analytics front, AB InBev is using microeconomic data pertaining to soil, water, and weather conditions to support local producers and brewers with the result that demand forecasts and product development lifecycles can be optimized using this data. AB InBev anticipates a $1B impact from these data-driven efficiencies.

Similar use cases have been developed leveraging data to minimize machine down-time, improve cost-avoidance, and reach new markets through the launch of new lines of business using the AB InBev data platform. Singh notes that the beer business is “very local” and that sales representatives are dedicated to regions and must bring a high-personal touch to store owners, bars, and restaurants they serve. He explains that a unified data platform is critical due to the thousands of local systems and data silos that have developed organically by country and geographic market.

Singh has been employing a strategy to build data-driven solutions for one country or market which can be rolled out to support many geographies. He is determined to unlock the power of information within the entire organization and to integrate all the company’s data into a unified view and enhance its analytics capabilities.

To enable this effort, Singh has replaced all of the company’s legacy tools with a data integration platform provided by Talend. This new cloud data integration and data integrity platform incorporates over 900+ connectors that provide the ability to customize new data sources and reduce complexity. In doing so, AB InBev has built a foundation that enables the firm to invest in pilot AI and machine learning initiatives supported by the data platform. The result is a single unified platform that has been standardized and rationalized across data sources, regions, and brands. The platform provides a foundation for the firm’s monetization initiatives and launch of new lines of business.

The AB InBev company, and the world-class beer brands that comprise it, have come a long way from where they started. To chart a path for the future, AB InBev has embarked on a 21st Century journey to leverage data and technology to reach a global market, while preserving the local qualities and characteristics which have made each of these brands a success and establishing a foundation for the next chapter in the industry’s future.

 

(Excerpt) Read more Here | 2019-04-17 00:34:00
Image credit: source

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