# Using data science to deliver revenue-enhancing insights to bar owners

**Company:** Carlsberg
**Timeline:** 2019 - 12 months
**Contributions:** Product design, user research and product strategy

> An automated data-science platform powering a digital product for Carlsberg customers – automatically ingesting, cleaning and analysing multiple datasets to generate tailored recommendations in simple, human language.

Canonical: https://www.iamtomwhite.co.uk/work/carlsberg-adapt

An automated data-science platform powering a digital product for Carlsberg customers. It automatically ingests, cleans and analyses multiple datasets – Carlsberg, POS and third-party – and generates tailored recommendations in simple, human language.

### Approach

Primary research uncovered that the savviest outlet owners were already analysing spreadsheet data to make better planning decisions. Carlsberg could help them do this far more effectively – and serve those who weren't yet working this way.

![Using data science to deliver revenue-enhancing insights to bar owners](https://www.iamtomwhite.co.uk/images/adapt-2.png)

As a small product team – designer, product manager, engineers, data scientists and business stakeholders – we validated the concept with customers using a range of prototyping techniques across three key markets in Europe and Asia. Despite being a data product, we led with customer need rather than available data.

![A small product team – designer, product manager, engineers, data scientists and business stakeholders](https://www.iamtomwhite.co.uk/images/adapt-3.png)
![We validated the concept with customers using a range of prototyping techniques across three key markets in Europe and Asia](https://www.iamtomwhite.co.uk/images/adapt-4.png)

We worked in short iterative cycles, prototyping through to build, shipping new features every two weeks. An 'insight sprint' was introduced to experiment with new data sources – geo, time, event, weather, social, POS – weekly, using a bespoke in-app scoring system to gather customer feedback rapidly.

### The result

An app that turns insights into conversational recommendations that are easy to scan, interpret and action – designed for people running busy, noisy bars.

![An app that turns insights into conversational recommendations that are easy to scan, interpret and action](https://www.iamtomwhite.co.uk/images/adapt-7.png)

### Outcomes
- +240k insights, automatically generated monthly, most from a previously untapped data source
- 10 diverse data sources ensuring solutions for all scenarios
- Resulting in high engagement - 89% of customers returning in the past 30 days and an average insight rating of 5.8/7
- In Denmark, we’ve seen an average  **3150DKK ($475) incremental spend per month** of Adapt customers since February 2019 
- In Switzerland, we’ve seen an average **2100DKK ($315) incremental spend per month** of Adapt customers since March 2019 


### Achievements

- Continuous user testing in four markets across the globe
- Guided team decision-making and established new processes and methodologies, including insight sprints
- Sub-brand development, including a brand values and principles workshop with senior stakeholders
- Co-created the proof case for the continued investment business case
- Presented designs and product strategy to steering groups, the CEO and at board level
- Led two teams concurrently