How decision intelligence enables Pernod Ricard to measure and optimise the performance of its brands and their key activations

Florence Rainsard, Benoit Hubert and Emmanuel Probst

Pernod Ricard, an alcoholic drinks brand, implemented decision intelligence to understand consumers' sentiment and behaviour, to unveil new consumer motivations and preferences about categories, brands and occasions.

Abstract

Pernod Ricard and Ipsos have implemented decision intelligence to understand consumers' sentiment and behaviour, to unveil new consumer motivations and preferences about categories, brands and occasions in people's own words and real-life contexts. This paper details how Pernod Ricard and Ipsos collect, combine and analyse high-volume data from open-ended and close-ended questions, images posted by consumers and social media listening data. Further, it describes how this decision intelligence engine leverages data science, statistics and advanced analytics to inform and guide Pernod Ricard's business performance.

Introduction

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