Data Appeal supports Campari Group in optimising its commercial activities through an innovative platform that combines alternative data, artificial intelligence and location intelligence. This enables teams to achieve their goals more quickly and efficiently.
The opportunity
Prioritising points of sale with new technologies
In every sector, the challenge today is to optimise time and resources. In this case, the goal is to do so by prioritising the most relevant points of sale.
Through the collaboration between Campari Group – a historic Italian producer of alcoholic beverages present in over 190 international markets – and The Data Appeal Company, an effective solution has been identified to accelerate commercial expansion and strengthen the activities of the sales team, fully leveraging the opportunities offered by new technologies.
The outlet landscape is broad and constantly evolving. By using alternative data, AI models and location intelligence, sales teams can identify new opportunities and focus their efforts on the most strategic activities.
Why choose Data Appeal
A tailor-made, exclusive solution
The Data Appeal Company provides a set of proprietary, custom-built solutions that combine advanced qualitative data with an intuitive platform designed for the sales force:
- highly accurate datasets that can be integrated with internal systems
- customised KPIs to precisely assess the potential of each point of sale, based on the specific characteristics of every market
- an advanced, scalable location intelligence platform with features designed to optimise sales team activities.
KPIs and detailed insights for every outlet
The customised data and KPIs provided by Data Appeal deliver not only quantitative information, but also rich qualitative insight into any outlet with potential for the market.
To ensure more robust results, some KPIs are generated using Large Language Models (LLMs) specifically trained to quickly analyse large volumes of online data.
Data Appeal’s database has been fully integrated into Campari’s operating system, making it accessible from a single entry point.
In addition, Data Appeal’s consultants and analysts are always on hand to demonstrate how to get the most value from the data and make informed decisions, providing tailored solutions and developments to support new projects and evolving business needs.
D / AI Locations platform: advanced features and an intuitive interface
One of the key advantages of Data Appeal’s datasets is that they can be accessed via D / AI Locations, a proprietary platform with an intuitive interface that allows users to view data in multiple ways, including on an interactive map.
This makes it easy to apply filters, analyse information and export high-quality, ready-to-use data in just a few clicks.
Data Appeal’s solution
A customised platform with tailored KPIs
The D / AI Locations platform, enhanced with bespoke indicators and dedicated features, enables teams to quickly identify the most promising points of sale and build successful commercial strategies, based on the most effective combination of venue characteristics, product focus and activation levers.
Among the unique features available to the sales force are:
Custom KPIs
By harnessing advanced artificial intelligence models, data is processed rapidly to provide immediately actionable insights, tailored to each market and designed to guide commercial strategy.
Online scanning of venue-published data
Thanks to AI-driven features, the D / AI Locations platform can surface key information for each venue, using a sophisticated LLM specifically trained to analyse online content and extract relevant insights.
The results
From deployment to impact: a jointly developed solution that maximises the effectiveness of the entire sales team
The partnership with Data Appeal has equipped Campari’s sales force with an advanced, highly tailored and flexible location intelligence solution – one that can evolve in step with changing market needs.
Overview at a glance
Through D / AI Locations, the organisation has embedded an innovative advanced-intelligence model directly into its sales process. The platform integrates and enhances existing data, giving sales teams instant, high-quality insight on thousands of outlets so they can optimise every activity: visit planning, targeted strategy building and the identification of the most valuable opportunities.
The sales team retains its central role in commercial activities, but can now rely on advanced tools that significantly amplify its performance.
Key results achieved
- Smarter prioritisation: bespoke synthetic indices enable salespeople to immediately identify the most relevant venues to focus on.
- Highly tailored proposals: the available information means the team arrives at the first meeting with an in-depth understanding of the customer and their offering.
- Faster discovery of new opportunities: promising new venues can be spotted quickly, making it easier to plan timely, targeted actions.
- Ongoing market monitoring
- A constantly updated strategy: the Data Appeal team works in continuous partnership with Campari to respond to the needs of a dynamic market, developing an ever-evolving data-driven approach that looks to the future with innovation and proactivity.
