Coffee maker, Lavazza, is figuring out the personal tastes of espresso enthusiasts by means of turning to complex knowledge analytics and synthetic intelligence (AI).
It is gaining deeper shopper wisdom via Nextatlas, a knowledge intelligence platform from iCoolhunt, to research knowledge from social media comparable to feedback, likes and posts, and establish authentic espresso enthusiasts who’ve a trendsetting affect on their friends, in addition to the traits in their fans.
Nextatlas analyses knowledge to reach an working out of what varieties of other people espresso enthusiasts truly are – do they like mountain climbing within the nice outside or mendacity within the solar subsequent to a pool; taking note of classical tune or dancing to pop songs?
The platform allows Lavazza to look which of them proportion its logo values, making them goal customers. From a advertising point of view, the result is that Lavazza achieves a positive segmentation of the objective audiences for its promotional campaigns, mechanically and in real-time. Deeper wisdom is moreover won about shoppers and the other ways other people revel in espresso beverages.
“Using technology and insights to build relations with an ‘insider’ audience of coffee lovers is key to the Lavazza strategy applied through Nextatlas,” says Luca Morena, iCoolhunt’s co-founder and CEO.
“Our AI-driven platform looks at finding indications of the future through social media by analysing behaviors, psychologies and stories posted online by influential insiders and their followers. The result is a geographically diverse worldwide community, yet with the same cosmopolitan values and a love of good coffee.”
Simone Ballarini, Lavazza’s head of shopper Insights mentioned: “We needed to identify the people in our specific market – coffee – who are closest to those brand values. The important benefits we found from using the Nextatlas approach were consumer immersion, authentic uncompromised feedback and the fact that each influencer has multiple followers, tantamount to each one having the potential to create a sub-branding effort by themselves.”
