Mahou San Miguel, the leading beer company in Spain with a significant international presence, trusted us to understand, analyze and operate the different levers that lead them to consolidate and improve their clients’ relationship within their marketing strategy.

We unify the different data sources that the company has, from its Salesforce CRM to Xeerpa and information from social networks, Artificial Intelligence and Wi-Fi connection points, to carry out analysis of Mahou’s Database in Salesforce.
Knowing the degree of activity with the brand through promotions and communications that periodically carries out for each of its brands (Mahou, San Miguel, Alhambra, Mixta, Solán de Cabras, and the different independent beers).
To do this, we integrate the different data sources (CRM, social listening, wifi antennas in bars, navigation and communications) under the same ecosystem (Salesforce).
We develop intelligence models that help us understand the degree of relationship with Mahou San Miguel brands through all its channels and to know their behavior and profile, as well as their personal insights thanks to AI tools such as Watson. We generate recurring reports, and dashboarding in real time through Salesforce Einstein Analytics, which allow us to act and understand our users in real time, helping us to generate communication strategies and actions in an optimized way, in the users’ language, considering their personal insights, and what are their interests, way of acting, channels, geography, among others.

The aggregation of information as well as the understanding of the users, allowed us to carry out optimized actions to attract and rebalance advertising investments thanks to its real-time tracking.
The relationship with users improved by more than 12% on average thanks to their understanding and optimization of communications and recruitment, loyalty and reactivation journeys.
The knowledge and profiling of the users allowed us to export data to the company for decision-making in different actions of the Mahou San Miguel group.