Data partners

3 Reasons Why Big Data Matters To You


About 80%.

That’s how much of my time, I’d estimate, that’s spent talking with people about big data for the wine industry and, more importantly, why they should care.

Does that come as a surprise?

There’s a fair amount of ramping up to do when you’re introducing a new way of working with data, between the network of partners to aggregating sources to the value of a global footprint.

I get it, and I’m dedicated to sharing the value of data insights as often and as articulately as possible.

Lately, however, I’ve noticed a shift in these conversations. We seem to have reached a tipping point when it comes to understanding big data for wine in general, and also what it means specifically for the person or team we’re talking to.

More people are getting it, more often and more quickly than when we first started Enolytics, not even two years ago.

Here are three reasons why.

It’s Hyperlocal

The lightbulb goes on when we show the world map plotted with “hotspots” of wine consumer behavior, from New Zealand to Cape Town and from Madrid to Seattle. But then we show maps (like the one above) that are “zoomed in” to hotspots of interest in particular markets or neighborhoods or zip codes – specific areas, in other words, that are relevant to the work and the goals of the people we’re talking to.

That’s a moment when they see why they should care. It’s relevant to them personally.

The Big Data World is Getting Smaller

Not smaller in terms of the quantity of data, I mean, but smaller in terms of the degrees of separation between sources and team leaders. It’s a fundamental tenet of Enolytics to function as “the Switzerland of big data,” in that we’ll gladly work with any source who has valuable records to contribute. There’s also a cooperative nature that’s implied in that approach, in that we’ll gladly connect sources with clients, and with each other, when it helps to move projects forward. Which is often.

That, too, tightens the connections and makes working with big data – multiple sources of big data, no less – less daunting and less of a reach within the normal protocol of everyday business.

The Tipping Point of Questions

We seem to have reached a tipping point, too, when it comes to questions asked over the course of a conversation about data. There are more questions. They are more varied. They are more specifically relevant to the goals of the people we’re talking to.

It’s less, How can you help me understand wine consumers in the U.S.? It’s more, How can you help me understand wine consumer behavior in white tablecloth restaurants in Washington DC at the $50 and above category?

It’s less, Can you integrate with other platforms we already buy into? It’s more, Here’s access to the platform we already use. How can we get more out of it? And how can you overlay external data so that our data spend is optimized?

Do you see the difference?

The more that we create the space for conversation, the better the conversations we can have. The better the conversations, the more directly relevant the outcomes can be.

And the more big data can matter to you, in the best, most effective ways.

I look forward, as always, to your responses, comments and questions. And thank you for reading.

Questions for Vivino, with Data-Driven Answers

When it comes to big data within the wine industry, it doesn't get much bigger than Vivino.

20 million users.

285 million labels.

51 million ratings.

2.6 million prices.

All of that yields a tremendous amount of business intelligence about wine consumer behavior.

The question is how to go from raw data to actionable insights that wine companies can use. Enolytics aims to fill that gap, but today the focus is on key questions about Vivino as a data partner, their very significant footprint, and the role they play in gathering information about consumer sentiment and behavior.

Have a look at this Q&A with Stephen Favrot, Vivino's Chief Marketing Officer.

* * * * *

What have been the drivers of your success with consumers? What makes Vivino so popular?

SF: Our secret to success is the size and strength of our community. We feel privileged to be the largest wine community in the world -- more than ten times larger than our closest competitor -- and as a result, we have the largest wine library ever created with 10 million wines. This means, we’re able to deliver reliable recommendations that consumers can trust, while also being an avid community that the wine industry is eager to engage.  We have also continue to build a superior product that is easy for consumers to use. 

What does Vivino do? And how does that enable you to capture data about wine consumers?

Vivino takes the guesswork out of wine so that wine drinkers everywhere never have to drink a bad wine again. With 20 million users, Vivino is the world’s largest wine community and most downloaded wine app, making wine discovery fun, accessible, and easy to understand for wine drinkers of every level. Users simply take a photo of any wine label or wine list with their mobile device, and Vivino’s proprietary image recognition technology identifies the wine delivering ratings, reviews and average pricing for every bottle instantly.

Vivino users contribute tasting notes and ratings for millions of wines, scanning 300,000 bottles every day, collectively forming the largest wine library in the world. We are then able to collect and analyze data about what they are drinking, how often, how much they are spending, etc.

Tell me about the credibility of ratings from within the Vivino community.

Though expert reviews are useful and credible, the issue is that the experts can't rate every wine in the world while Vivino users just about can. With 20 million users we can make sure any wine in the world has a rating. Vivino ratings combine the ratings of the masses, making them credible and consistent. A wine rated 4.0 on Vivino for example, is given 90 points on average from Parker. (More info on this is here.)

Vivino is regarded as the best wine label scanning app, according to Jancis Robinson. What will be essential in the future to grow and maintain that leadership?

SF: Vivino will maintain our leadership position and continue to transform the wine industry by constantly focusing on new and innovative technology - for the user by creating a seamless product experience and for the trade by building out our marketplace offering that better connects them with wine drinkers around the world. 

Do you consider yourself a data company? Why or why not?

SF: That's an interesting question. While Vivino is not a data company in the traditional sense, we are certainly a company that relies heavily on data as a critical part of our product.  We build technology that brings together a global community of wine lovers to share knowledge and make a complex world simple, clear and relatable. 

What Does Data Mean to ME?

When we launched Enolytics a few weeks ago, we asked prospective partners and clients what interests them most when it comes to big data and wine.

Here was the most common answer (by far): the interactive dashboards.

Which we totally get. The data that’s already loaded into the dashboards makes them dynamic and engaging, and you can derive answers “live” to questions that concern your business now.

As we’ve demonstrated the dashboards to more and more wine businesses who see the powerful potential of the model, one question has surfaced again and again:

"How does MY data relate?" 

And, “What happens if we integrate my own company’s data into this model?”

And, “What can I learn from seeing my data overlaid with third party data sources, especially when those sources are relevant to the goals that I’m trying to accomplish?”

And, “Is it even possible to overlay my data, even though it only exists right now as spreadsheets?”

The answer is Yes. It’s possible. In fact, it’s a fantastic idea and it’s an even better USE of the model and its capabilities.

So here’s the plan.

We’ll continue to add third party data sources. We’ll continue to listen to how we can best service your needs, and identify data sources accordingly. Now, we also invite you to consider your own data — in whatever format it currently exists — as a source to be visualized, packaged, and MINED, particularly within the context of other sources that are directly relevant to your goals.

Not everyone geeks out about data overall. But everyone does geek out about getting their own job done better, faster, and more effectively.

That’s the lesson for this week’s Enolytics 101: what data means for YOU.

Thank you for being interested and please, reach out with any questions or suggestions or to set up a live demo ( I’d love to hear what you have to say.