Predictive computing: a dream come true?

What if technology could predict future sales, the success of future advertising campaigns or which customers to target first? At Pernod Ricard, this dream seems to have become a reality, through three programmes covering the sales force, marketing and promotions. The success of these programmes can be measured both by the adoption of these tools by employees and by their impact on sales. The multi-disciplinary organisation that has been put in place means that data can be managed from end to end, offering three major advantages: the tools can be adapted to each context, the strategies chosen can be explained, and there are synergy effects between the different tools. The main challenge, however, remains convincing users of the value of these technologies, which are generally regarded with reluctance until employees have experienced for themselves the contribution they can make to their day-to-day work.