IBM > 实例探究 > Amadori Group：利用物联网将消费者情绪转化为销售额

Amadori Group：利用物联网将消费者情绪转化为销售额

技术

分析与建模 - 大数据分析
分析与建模 - 预测分析

适用行业

消费品
电信

适用功能

采购
销售与市场营销

用例

运动预测
交通监控

服务

系统集成

关于客户

Amadori 集团是意大利领先的食品公司，生产和销售家禽和猪肉产品。他们希望吸引年轻人并保持品牌完整性和跨产品线的一致性。

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挑战

Amadori Group 希望发展其营销方式，以适应 25-35 岁年轻人不断变化的生活方式和饮食需求。他们希望提高品牌知名度、鼓励客户忠诚度并评估消费者对产品和营销活动的反应。

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解决方案

Amadori 使用 IBM WebSphere Portal 和 IBM Web Content Manager 软件来创建和管理面向年轻人推销产品的小型网站的交互式内容。他们还使用 IBM SPSS Data Collection 软件来评估人们对其产品的看法，并近乎实时地调整营销工作。此外，他们还使用相同的 IBM 门户和内容管理技术构建了一个新的公司网站。

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运营影响

The implementation of the innovative digital marketing strategy resulted in a more engaging and interactive platform for Amadori Group's target audience. The company was able to create and manage interactive content for mini websites that promote products fitting young adults’ preferences and lifestyles. The use of IBM SPSS® Data Collection software allowed the company to assess people’s opinions of its products and draw conclusions about any fluctuations in the Amadori brand’s popularity among consumers. The integration of mobile capabilities with the portal platform also enabled people to access the corporate site from almost any device, enhancing user experience. The company was able to maintain brand integrity and consistency across product lines and keep the content current and engaging to diverse audiences.

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数量效益

Boosted the company’s ability to dynamically monitor and learn about its brand health using sentiment analysis by 100 percent.
Improved the company’s social media presence by 100 percent using near-real-time marketing insights, gaining 45,000 Facebook fans in less than one year.
Established direct communications with the target segment through web integration with social media.

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