How Big Data Disrupts Big Brands

The Washington Post: “Launched in 2015, ZX Ventures is charged with ‘disrupting’ the beer industry by developing and investing in businesses that will provide value and improve user experiences — and make more money for AB InBev — somewhere down the road. They’ve invested in e-commerce delivery systems, beer-rating applications and home-brew suppliers, all of which provide data points that can tell them about trends and help them get ahead of the market.”

“According to its mission statement, ‘ZX Ventures is hopelessly dedicated to creating and analyzing the data necessary for determining our ideal strategies, products and technologies. We believe that the more we know and learn about our consumers and products, the better chance we have of anticipating their needs in the future.’ Translation: They want to know everything about purchasing patterns and decisions. What are customers looking for? What are influencers thinking? How can they make it easier to get AB InBev’s products into the hands of people who might want beer?”

“The ZX Ventures team is interested in access to a large number of data points: The most popular and trending beers, styles and search terms in any region around the world. Are more people giving high ratings to saisons in London than Los Angeles? Are Bavarians searching for IPAs available to them? What are the most highly rated beer bars in the Southeast? Which beer styles have grown the most in the last year, in terms of average ratings or the number of searches, and where? If certain cities are rating sour beers higher than the norm, for example, Elysian’s sour pineapple seasonal or a new wild saison from Wicked Weed could be given extra promotional play in those markets.”

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