Kompania Piwowarska is a brewery owned by Asahi Breweries Europe Group with leadership in the local market shares. It owns several popular beer brands including Lech, Tyskie, Książęce, and Żubr.
The client reached out to us because they 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 Kompania Piwowarska in collaboration with our partner, Future Mind.
Understanding the challenge
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.
How we approached it
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.