BROWN-FORMAN

20 surfacing new ideas that are really driving positive action within the company .”

At Brown-Forman , data has been the bread and butter of the company ’ s digital transformation and it ’ s helping to deliver insights that drive tangible , real-life results , such as more informed pricing decisions . “ It ’ s helped us see how our competitors are moving with regards to their price and how that affects us . Over the past few months , we ’ ve been rolling out a revenue management application globally that ’ s been well received ,” explains Nall . Data analysis has touched every corner of the American company , including the heart of its operations : its production division . “ We worked closely with the production organization and we saw that there were issues that data analytics could help resolve . Using data , we ’ ve taken a hard look at our barrel yield to see what issues could be affecting it . Leveraging a lot of internal information and even external information like the temperature and other variables , we ’ ve provided dashboards that are really helping our production partners better manage and forecast barrel yield .”

With its quintessential southern American charm , Brown-Forman is

well known for its captivating marketing efforts but the company has taken this one step further with its use of data technology “ We ’ ve engaged with partners like Salesforce to help us provide modern toolsets , and we ’ ve also looked at exact target marketing and consumer journeys so we can better communicate with our customers and deliver a better experience ,” says Nall . The wine and spirits firm has also made its first foray into chatbots and has used SMS text engagement at its

DECEMBER 2018