Bringing Big Data in Wine Production

For wine producers looking to bring the wine business into the digital era, keeping data proprietary must be important.

FREMONT, CA: The business of making fine wine has been undergoing a technological revolution. The big data is starting to reach wine marketers, who increasingly can dive into the lake of data on who their best consumers are and how to attract them. What data analytics means for wine producers and sellers is the potential to leverage the science of pulling together and rapidly analyzing information from conventional and online sources to sell more wine directly to consumers and the places they buy it most often. Read on to know more.

Wine producers are looking to bring the big data-savvy of e-commerce powerhouses to the wine business. The amount spent on gathering the wine consumer data, having them analyzed and creating sales action plans from them worth it.  Case studies suggest that the return on the investment could be over ten times the marketing and sales dollars put into the effort. The key is to turn data into prioritized marketing effort that results in higher profit from sales. The technology industry traditionally has understood the power of data, and the wine business has been focused on deeply understanding the soil-vine-wine connection. But vintners have been evolving marketing savvy. Packaging design has been taking on a major role in moving bottles from the store shelf. And wine clubs have helped producers determine high-value customers.

The big data analytics in wine industry process involves a number of steps, grouped into consolidating the data, cleansing and augmenting it, analyzing the data, then taking action on a strategy to accelerate direct-to-consumer sales profitability. The idea is to develop a system that functions for a number of different winery operations. But with customer profiles of their own, vintners can improve both direct sale and wholesale actions, like approaching a distributor with data about brand loyalists in a given block of a market near a given store.

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