AB InBev Helps Drive Marketing Optimization With ML-Powered BEES

“We are today much better at communicating with our points of sales and measuring and EPS, like the satisfaction with our service, because we can do this online every week and the customer directly inputs their satisfaction on the system,” he said. 

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Then and Now

The company launched BEES with the goal of creating new sales opportunities through a pool of untapped data. Since its launch, CPG companies like Kraft Heinz have signed on to capture new markets using AB InBev’s distribution network, allowing retail partners to place orders for products, manage invoices, schedule deliveries, and earn rewards. 

Now the company is particularly focused on marketing optimization, using BEES within its delivery platforms TaDa and Ze Delivery to increase promotion effectiveness. Doukeris said the company has yielded results from its recent Copa America and Olympics activations by tapping into this digital pathway.