The firm focusses on 3 layers – information, intelligence, empathy. Information: They have made a central data repository by implementing data lake, data warehouses, aiming to draw a 360-degree view of key stakeholders. Intelligence: They are building entire AI, ML platform to throw predictive/prescriptive analysis. Empathy: Here they aim to give a personality or human touch to algorithms for better customer communication, improving customer experience.
The company used data lake to concentrate all data from the factory, sales, marketing and manufacturing, making a single depository. Data lake helped in fetching real-time processed data from the outlets, easing shipment and planning processes in factories. The repository has also enabled the company to provide the sales team to take quick actions, give them a view of their targets and how much they’ve achieved; all this, over mobile applications.