If you didn't love analytics before, you will now as new beer launches off the back of big data
If there was still any doubt about the value of data analytics, this should lay it to rest in a single word: Beer.
That's right, digital marketing agency Havas Helia has created 0101, a beer that was crafted based on data.
Late last year, Havas Helia's goal was to create a beer that embodied the optimism associated with beginning a new year. It began by tapping social media for emotional keywords used in New Year's-related posts and then scored "thousands of messages" against a set of 24 predefined emotional states.
From there, the agency identified 38 distinct emotions with a clear tie to the new year. Among them were amazement, anticipation, generosity, indulgence, excitement, happiness, joy, love and good cheer.
Aiming to find a beer recipe that matched those emotions, Havas Helia used IBM's Watson Alchemy technology to analyze 2800 recipes based on ingredients, tasting notes and reviews. Watson Personality Insights then helped profile each recipe as "assertive," "friendly," "intelligent" or a host of other possible qualities.
From that analysis, the agency compiled a list of the top 10 beers that matched the New Year's emotions it had identified. By analyzing their recipes for common ingredients, the company came up with the recipe for 0101.
Among the final ingredients are honey and two varieties of hops: Nelson Sauvin and Hallertauer. "Honey for love and cheerfulness - Nelson Sauvin for optimism, imagination and resolution - and Hallertauer for excitement and emotion," the beer's website explains.
But don't get too excited, because 0101 -- "a fine tasting cream ale" brewed through a partnership with U.K.-based High Peak Brewing -- was only released in a limited edition of 500 bottles.
Our latest CMO 2022 readiness episode on the great resignation and staff motivation and leadership is now live!
Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?
Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.
Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.
Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne
Rajat Kumar
Why flipping Status Quo Bias is the key to B2B marketing success
good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.
Tom Devid
Report: 4 ways to generate customer loyalty
Great post, thanks for sharing such a informative content.
CodeWare Limited
APAC software company brings on first VP of growth
This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...
vikram Roy
Gartner 2022 Digital Experience Platforms reveals leading vendor players
What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...
Salvador Lopez
Gartner highlights four content marketing platform players as leaders