AB InBev Unifies Data for Personalization at Global Scale

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Customer
Customer Logo
Region
Global
Industry
CPG
Key use cases
  • Break down data silos and unify data
  • Global data security and compliance
  • Achieve personalization at scale
  • Real-time marketing capabilities
2,000+
data sources unified, including more than 70 ecommerce sources
42
countries deployed Treasure Data CDP
90M
unique customer records
Executive summary
 

To drink in the full extent of the customer data that helps run Anheuser-Busch InBev—the global leader in beer—can be a heady experience. The company behind such prominent beer brands as Budweiser, Bud Light, Corona, Stella Artois, and Beck’s operates in over 50 countries and generates more than $54 billion USD in revenue annually.

These operations rely on more than 2,000 different data sources (Including DMP (data management platform), mobile, social media, data lakes, ecommerce, analytics, customer support and others) and more than 90 million unique customer records — with the Treasure Data Enterprise Customer Data Platform (CDP) to manage it all.

Treasure Data is our center of marketing…our key to how we’ll live in a cookieless world, in an even more digital environment, and still connect with our consumers.

Luiz Gama
Senior Global Martech Manager
AB InBev
Challenges
 

When global beverage giant AB InBev first started its digital transformation, the company’s goals were threefold: manage and administer its worldwide data assets securely and in compliance with all applicable laws, break down silos by integrating data from more than 2,000 data sources and platforms, and achieve personalization at scale for all of its markets.

With the multinational nature of AB InBev’s business—along with strict local regulations on both customer data and alcoholic beverages—it was clear that managing AB InBev’s consumer data worldwide required technology that could scale. It was also time to bust data silos company-wide, while still respecting increasingly stiff regulations on data privacy, security, and data export.

Plus, the company wanted to make it easy for its marketers around the world to look at their country dashboards, pull out insights, and respond more quickly. Its leaders wanted to further accelerate its ongoing digital transformation. And, it wanted to understand the rapid shifts in consumer behavior, and market accordingly.

 
 
Solution
 

Treasure Data CDP integrated data from more than 2,000 different sources and platforms into unified customer records, eliminating the silos that had hampered marketing in the past. Marketers can now view customer data analytics, set up campaigns, and control everything from a single interface. Smart attributes help with segmentation and predicting customer behavior.

Plus, Treasure Data’s security and data privacy capabilities make compliance easier everywhere AB InBev does business. Now AB InBev can use its CDP to accelerate digital transformation in marketing and beyond.

Results

With Treasure Data, AB InBev can:

  • Consolidate siloed data into 90 million unique customer data records and 24.8 million direct-to-consumer records
  • Leverage smart attributes to improve segmentation
  • Use security and administration features to ensure proper access and protect privacy and security
  • Help marketers close sales quickly with real-time signaling capabilities
  • Accelerate digital transformation by integrating more than 2,000 data sources
  • Gives marketers powerful controls like a single, easy-to-use interface for everything from analytics to orchestration

AB InBev’s Treasure Data CDP implementation now unifies customer data from more than 2,000 sources, including more than 70 e-commerce sources and sites for 90 million unique records. This includes 24.8 million unique direct-to-consumer records that fuel the company’s emerging DTC business.

Unifying data has been nothing short of transformational for AB InBev. “The ability to manage everything in one single product interface is incredible for us. It’s much easier now for us to have a complete overview of our consumer data,” said AB InBev. “We don’t need to work to connect multiple thousands of sources and platforms. We have everything to generate insights. Everything’s inside Treasure Data, so we just need to go deep inside our data in a single place and the insights are there.”

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“

Before, we weren’t able to connect all our data signals. At AB InBev, we take a global approach to marketing, and we need to ensure that we are not duplicating marketing efforts across our many brands.”

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Lucas Borges

Head of Martech for Europe

AB InBev

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