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.
A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.
In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.
Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
This journey would identify all your future life aspects!
Maryann Humphrey
Open Colleges: one-to-one journeys is the goal
It's a pretty good idea. I think this integration is useful. Don't you agree?
Misty Stoll
Officeworks hops on voice interface bandwagon with Google Assistant integration
ok. so no RCS support? by the way, RCS is a lot bigger than 5G in terms of marketing and monetisation so y'all should be covering it.
DragoCubed
Optus goes for education with 5G network campaign
Many companies and individual merchants have shifted their major part of marketing to web marketing services Portland as it weighs fewer ...
Radiata Solutions
6 Ways to ramp up Social Media to Your Web Design
This is a unique experience! Will be interesting to talk to their managers.
Joyce Harris
How Krispy Kreme revitalised its brand in a saturated market