RIVA audit for Kompania Piwowarska
How a leading brewery changed their approach to data collection and management.
Kompania Piwowarska had amassed significant amounts of customer data but were yet to organize it in a way that would allow them to take full advantage of it. So we set out to assist them in collaboration with our partner, Future Mind.
new approach to data analytics
About the client
Kompania Piwowarska was established on May 4, 1999 as a result of the merger o Tyskie Browary Książęce and Lech Browary Wielkopolski. That’s when one of the biggest and most hi-tech brewing companies in Poland was born. It operates three breweries with rich heritage: Tyskie Browary Książęce (established in 1629), the Dojlidy Brewery in Bialystok (1768) and Lech Browary Wielkopolski in Poznan (1895). These breweries provide Polish people with their favourite beers, including Żubr, Tyskie, Lech, Dębowe, Redd’s and the Książęce specialty collection. Kompania Piwowarska’s proven beer recipes, natural ingredients, pristinely clean breweries and, above all, superbly skilled and experienced brewers, allow them to brew beers that are highly valued in Poland and abroad.
Kompania Piwowarska had been collecting user data for many years in a number of ways, especially through organizing online competitions. However, much of their data was collected by various external agencies, making it challenging to obtain and draw conclusions. Our goal in collaboration with this client was to make sure they would soon be able to fully exploit the results of their investments in data collection efforts. With this objective in mind, we set out to reorganize their data collection and management system and prepare it for new policies optimized for the cookieless world.
Using our own model of RIVA audit, we helped Kompania Piwowarska transform the way they use their data. Finding out whether the data collected is recent, important, what is its volume and how accessible it is, we helped to better understand the insights it provides.
The RIVA audit
The first step we took was to organize workshops for both key stakeholders and the client’s employees. We raised consciousness about the importance of data in the current world, explaining the real meaning of first and third-party data, cookies, cookieless world, customer data platforms, data management platforms, and customer relationship management.
We invited participants from different divisions, ensuring the client reached an organization-wide understanding of the data field.
Subsequently, we planned out a comprehensive data inventorization using the proprietary RIVA framework we created.
We also supported employees of all divisions in reporting on the customer data they had collected and provided consulting services to prepare the organization for the implementation of a customer data platform.
Throughout the collaboration, we informed the client about possible use cases and inspirations for taking advantage of data as experienced by data-first companies all over the world. In addition, we explained the timeline of incoming changes to third-party cookies and provided case studies on how other organizations had reacted.
We also analyzed the increase in consumer awareness on privacy matters and the single customer view approach. Then, we verified the available data sources and checked which were suitable for integrating with a customer data platform.
The collaboration with Laurens Coster and Future Mind allowed Kompania Piwowarska to reevaluate their previous approach to data management and adopt a new, fully overhauled strategy.
The client's organization is now conscious of the importance of data and the newest trends in the field. Kompania Piwowarska uses gained knowledge to improve their marketing budget efficiency and serve their customers better with personalized offerings.