If you were eavesdropping on a conversation I had with a winery this week, you would have heard something like this…
Winery: We need to identify new customers for selling our wines DTC [Direct To Consumer]. One of the problems is that it’s hard to tell how widely recognized our brand is, especially in relation to other wines in our category.
Enolytics: That’s a good place to start.
Winery: We have a pretty good idea of how our current customers feel about our wines, so we could use that positive language to also talk with new customers. But naturally we need to understand what new consumers think.
Enolytics: What are your ideas for that?
Winery: Well, would your data partners be willing to do a survey within their platform, to help us understand the perception of our brand among consumers who are already wine enthusiasts?
Enolytics: It depends on the personality and the priorities of the partner. Some of them could do that, yes, and others would not.
Enolytics: Here’s another way to look at it. We believe that consumer opinions about your wines already exist within the data that’s available. So for us it isn’t about doing a new survey. It’s more about tapping into the digital trail that consumers have been leaving for several years now, and that they add to every day.
Winery: How would that work, logistically?
Enolytics: Logistically, we’d home in on the questions you need answered, and fine-tune them so that our queries of the data yield insights that are directly actionable for you.
Winery: And then?
Enolytics: Then we work with the partners whose data is best suited to respond to the queries. We package and analyze the data ourselves until we have answers for you, or else we develop an interactive dashboard for you to slice and dice it on our own.
Winery: Could you show me what that looks like…?
And so on...
Here’s the point: a lot of my daily work is dedicated to these types of conversations, that educate wine businesses on the potential of big data.
I’m noticing a pattern of lightbulb moments, including the one that’s in bold, above: consumer sentiment about particular wines already exists. We just need to know where to look, and how to get to that data.
That’s what we’re here to do.
Please let me know if we can help your business too.
Thank you, as always, for reading --