Weber finds better customer insight and foresight with real-time social media and website traffic machine learning.
Weber builds a customized digital cockpit in only 3 weeks, for real-time machine learning Insight. Real-time machine learning-powered insights reduces marketing analysis costs by 90%!
Challenge: Fragmented and hard-to-process data sources
Data sources are multiple and isolated from each other: each brand owns and manages its own digital accounts. More than 600 digital assets coexist within the group.
Digital channels are not all homogenous: for instance, Weber uses Weibo instead of Facebook in China since the latter is forbidden in the country.
Data sources are not fed automatically: and therefore require a manual reprocessing.
Raw data need to be reprocessed in order to highlight its value.
Information sources are hard to correlate: they often need to be combined with other indicators coming from ERP or CRM.
Solution: Embracing agility and real-time machine learning powered insights
With the ForePaaS Platform, Weber quickly found itself liberated from previous data management constraints. They build their first customized real-time machine learning digital cockpit in only 3 weeks, by integrating the whole set of digital assets of the Weber group and its 57 branches. Coworkers have access to a global and constantly updated overview of their digital marketing activity. They deliver a fine-tuned performance analysis through modules dedicated to data reprocessing. Digital metrics are now correlated to macro ones (population, website penetration rate...) and help to give a better overview on business performance. The platform scalability lets Weber teams continuously enrich their marketing cockpit on very short development cycles: new data sources, new KPIs... Digital performance indicators are correlated with business performance ones for better real-time machine learning. ForePaaS flexibility takes customization to the next level regarding interface and graphic design. The solution is fully integrated into Weber's software environment. Last but not least, they leveraged ForePaaS' in-depth access rights management capabilities to automate and fine-tune authentication. Because there are many different brands and countries inside Weber, this is especially useful to give the right access to the right user in a few clicks. Today, more than 350 users within the organization can now optimize their digital investments and create ROIs thanks to the digital cockpit built and managed on the ForePaaS Machine Learning Platform.