The global experience team at Campari is on a mission to promote all brands through 35 websites like Campari or Aperitivo Club. It is crucial for them to have access to real-time insights about what consumers want, so that they can adapt their digital strategy accordingly. Search has naturally emerged as a stream of relevant insights, as it reveals directly purchase intent & questions from consumers.
“Right from the start, Trajaan has demonstrated a great ability to discern business opportunities derived from search data. Using their dashboards has been really simple with the remarkable capabilities of artificial intelligence. These tools have not only streamlined our process of data analysis but have also empowered our local teams to make well-informed decisions.”
Giulia Stanisci, Global Web Experience Manager (Campari Group)
One of the key challenges for Campari is understanding how consumers experience their products:
- Cocktails: the hottest trends and the brands associated with them
- Mixology: all the recipes consumers are looking for, which are the most popular, and also whether any brands are associated with these searches
- The art of the aperitivo: Campari associates its brand image with a privileged and delicate moment and wants to ensure that consumers also perceive it in this way
Another challenge tackled with Trajaan is detecting local trends in each top-priority market, sometimes even regional or local level – to help digital marketing & sponsoring teams craft personalised experience perfectly matching local consumer expectations.