Customer

Segmentation Using
PRESENTED BY:
big Data
How to grow our business and reach our customers better

PRESENTED TO:
Gaurav tailor Dr. Deepak Kumar
vinod Kumar Singh
Abhinav
Aman Hayyat

Indian Institute of Information Technology, Lucknow

 Customer Segmentation Using big
Haineke DataMarketing Plan
n

Agenda • Introduction
• Data Partnership with Google and Facebook
• Data Integration and Analysis
• Real-Time Content Personalization
• Event Sponsorship Activation
• Omni-Channel Marketing
• Segmentation and Targeting
• Customer Engagement and Loyalty Programs
• Data Privacy and Compliance
• Continuous Optimization and Improvement
• Conclusion
 Customer Segmentation Using big
Haineke DataMarketing Plan
n

Introduction
• A global leader in the beer industry with a rich history and diverse portfolio of brands

• founded in Amsterdam, Netherlands, February 15th, 1864.

• Heinken Holdings N.V. heads the Heainkein group

• One of the world’s leading consumer and corporate brands for over 145 years

• Boasts a brewing legacy of over 150 years

• Shares are listed on the Euronext in Amsterdam

• Brand portfolio contains more than 200 international premium beers and ciders

• A global leader in the beer industry with 125 breweries in more than 70 different countries.
 Customer Segmentation Using big
Haineke DataMarketing Plan
n

Market Landscape
• Strong presence in diverse industries such as financial services, healthcare, retail, manufacturing, and technology

• Global reach with operations catering to clients in various regions worldwide

 Customer Segmentation Using big
Haineke DataMarketing Plan
n

Data Partnership with Google and

Facebook
• Enhanced Targeting and Personalization: Collaborating with Google and Facebook provides access to their extensive
user data and advanced targeting tools. Heineken can leverage this data to precisely target its advertisements,
ensuring they reach the right audience at the right time with personalized messaging tailored to individual
preferences and behaviors.

• Expanded Reach and Brand Visibility: Google and Facebook are among the largest digital platforms globally, with
billions of active users across various demographics. Partnering with these tech giants allows Heineken to tap into
their vast user bases, significantly expanding the reach of its marketing campaigns and increasing brand visibility
among potential consumers worldwide.

• Data-Driven Insights and Optimization: By utilizing the analytics and insights provided by Google and Facebook,
Heineken can gain valuable data-driven insights into consumer behavior, preferences, and trends
 Customer Segmentation Using big
Haineke DataMarketing Plan
n

Data Integration and Analysis

• Holistic View of Consumer Behavior:
• Data Consolidation: Integrating Google and Facebook data alongside internal

sources provides Heineken a unified view of consumer interactions.

• Comprehensive Understanding: This holistic approach tracks engagement from ad

impressions to conversions, offering insights into the complete customer journey.

• Real-time Performance Monitoring and Optimization:
• Agile Decision-making: Continuous data analysis enables Heineken to monitor

campaign performance in real-time, optimizing ad spend swiftly.

 Customer Segmentation Using big
Haineke DataMarketing Plan
n

Real-Time Content
Personalization
1. Real-Time Content Personalization:
⚬ Dynamic Content Delivery: Utilizing Google and Facebook data enables Heineken to deliver
personalized content in real-time.
⚬ Tailored Experiences: By analyzing user behavior as it happens, Heineken can adjust content
dynamically, ensuring it resonates with individual preferences and interests.

2. Instant Optimization and Adaptation:

⚬ Immediate Insights: Real-time data analysis provides Heineken with instant insights into content
performance and audience engagement.
 Customer Segmentation Using big
Haineke DataMarketing Plan
n

Event Sponsorship Activation

• Leveraging sponsorships: Identification of relevant events for sponsorship activation.

• Real-time targeting: Delivery of personalized messages to fans watching sponsored events.

 Customer Segmentation Using big
Haineke DataMarketing Plan
n

Omni-Channel Marketing
• Multi-channel approach: Implementation of an omni-channel marketing strategy across
social media, email, websites, and mobile apps.

• Channel optimization: Tailoring content for each channel to maximize customer engagement.

S W O T
 Customer Segmentation Using big
Haineke DataMarketing Plan
n

Segmentation and Targeting

• Customer segmentation: Division of customers into segments based on demographics, behavior, and

preferences.

• Targeted campaigns: Development of personalized marketing campaigns for each segment.

 Customer Segmentation Using big
Haineke DataMarketing Plan
n

Customer Engagement and Loyalty

Programs
• Exclusive Membership Club: Launch the 'Heineken VIP
Club' offering members early access to new products,
exclusive events, and unique brewery tours.

• Rewards Program: Implement a points-based system where

customers earn points for every purchase that can be
redeemed for merchandise, discounts, or special
experiences like a day at a Heineken-sponsored event.

• Limited Edition Releases: Offer limited edition brews

available only to subscribers, leveraging Heineken's global
presence to introduce flavors from different countries.

• Brand Ambassador Program: Encourage loyal customers to

become brand ambassadors. Reward them for sharing their
Heineken experiences on social media, which could include
special gear or invitations to exclusive events.
 Customer Segmentation Using big
Haineke DataMarketing Plan
n

Data Privacy and Compliance

• Implement Robust Data Governance: Establish a comprehensive data governance framework that includes
data classification, handling, storage, and disposal policies aligned with global data protection regulations
such as GDPR, CCPA, and others.

• Data Minimization: Adopt a data minimization principle where only the necessary amount of personal data
is collected, used, and retained to reduce exposure and risk.

• Enhanced Data Security Measures: Implement advanced security technologies such as encryption, multi-
factor authentication, and secure access controls to protect personal data against unauthorized access and
breaches.

• Regular Compliance Audits: Conduct regular audits and assessments to ensure all data handling practices
comply with international and local privacy laws. Use these audits to identify any gaps in compliance and
address them promptly.
 Customer Segmentation Using big
Haineke DataMarketing Plan
n

Continuous Optimization and Improvement

• Lean Manufacturing Principles: Implement lean manufacturing
techniques to reduce waste and inefficiencies in production processes,
such as Kaizen, Six Sigma, or 5S methodologies.

• Supplier Optimization: Continuously evaluate and optimize the

supply chain by working closely with suppliers to improve quality,
reduce costs, and ensure sustainability in sourcing materials.

• Advanced Analytics and Big Data: Leverage big data analytics to

analyze production data, consumer feedback, and market trends to
identify areas for improvement and innovation in products and
processes.

• Innovation Labs: Create innovation labs where new products,

technologies, and processes can be developed and tested rapidly,
fostering a culture of innovation within the company.
 Customer Segmentation Using big
Haineke DataMarketing Plan
n

Conclusion
• The brand reflect that people should enjoy life

• Heineken wants to represent fun and enjoyment

• The taste of the product is important to Heineken

• It has created a strong image so it can competitive and have universal appeal
 Customer Segmentation Using big
Haineke DataMarketing Plan
n