IBM > Case Studies > Amadori Group's Innovative Use of IoT for Real-Time Consumer Engagement and Sales

Amadori Group's Innovative Use of IoT for Real-Time Consumer Engagement and Sales

Technology Category

Analytics & Modeling - Big Data Analytics
Analytics & Modeling - Predictive Analytics

Applicable Industries

Consumer Goods
Telecommunications

Applicable Functions

Procurement
Sales & Marketing

Use Cases

Movement Prediction
Traffic Monitoring

Services

System Integration

About The Customer

Amadori Group, or Gruppo Amadori in Italian, is a leading food company in Italy that produces and markets poultry and pork products. The company is headquartered in San Vittore di Cesena, Italy, and employs more than 7,000 people. It operates 16 production plants and is committed to evolving its marketing strategies to align with the changing lifestyles and dietary needs of its target audience. The company is keen on exploiting the potential of online marketing and social media to boost brand visibility, encourage customer loyalty, and gauge consumers’ reactions to products and marketing campaigns.

The Challenge

Amadori Group, a leading food company in Italy, was facing the challenge of keeping pace with the changing culinary preferences and dietary needs of young people aged 25–35. The company wanted to evolve its marketing to dynamically align with these changes and sought to create engaging ways to target this segment by exploiting the potential of online marketing and social media. The goal was to boost brand visibility, encourage customer loyalty, and gauge consumers’ reactions to products and marketing campaigns. The company also wanted to monitor marketplace perceptions of the Amadori brand and maintain brand integrity and consistency across product lines. Another challenge was to keep the content current and engaging to diverse audiences.

The Solution

Amadori Group teamed up with IBM Business Partner Tecla.it S.r.l. and IBM® Global Technology Services®—Integrated Technology Services to design and implement an innovative solution to support a new digital marketing strategy. They used IBM WebSphere® Portal and IBM Web Content Manager software to create and manage interactive content for four mini websites, or “minisites,” which promote products that fit young adults’ preferences and lifestyles. The company also used IBM SPSS® Data Collection software to assess people’s opinions of its products and draw conclusions about any fluctuations in the Amadori brand’s popularity among consumers. The software analyzes the syntax of languages, connotations, and even slang to reveal hidden speech patterns that help gauge whether comments about the company or Amadori products express a positive, negative, or neutral opinion. The company also integrated mobile capabilities with the portal platform, allowing people to access the corporate site from almost any device.

Operational Impact

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.

Quantitative Benefit

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.