Here’s how it happened.

We’d been cruising along, developing and fine-tuning our analytics dashboard for winery ecommerce.

So far so good.

Then a spirits company (not even a wine company) taps us on the shoulder and says, “We see what you’re doing for ecommerce data in wine. Can you do something similar for us with depletion data? We need an alternative to what’s currently available.”

Hmm.

We hadn’t thought of it, to be honest. So we took a look, saw the possibilities, and got to work.

To make a long story short, depletion data analysis is now a very important spoke in our wheelhouse. And we’re only just beginning to understand the market for it. (Hello, beer industry.)

Here are the three most valuable insights that Jake Lustig of Terranova Spirits, one of our earliest adopters, derives from the depletion dashboard.

1. “Being able to show our own data when I come to the conversation with the distributor,” Lustig said. From a bird’s eye perspective, it seems like the distributor’s doing a good job. But are they really? The analysis shows that some of the needles aren’t actually moving. Showing the discrepancy, and fact-checking what the distributor is telling them, is empowering for the supplier. It results in better representation of products by the distributor.

2. The geographic selector is a really fun and powerful tool to use, Lustig says, and “I can see if the accounts are really where the fish are biting.” Lustig and his colleagues have worked these metro areas for years, from South Beach and Buckhead to Brooklyn and Oakland, so they know where the placements are that they want. The geographic selector visualizes maps of the accounts, so it’s clear whether they’re in the up and coming neighborhoods.

3. Consistency. “Unless you’re tied in with a real powerhouse distributor, you’re going to get a bunch of disparate data in a bunch of disparate formats, without a benchmark standard of how data should be presented,” Lustig says. “Part of the genius of Enolytics’ work with us is homogenizing that data. It means that we aren’t at the mercy of distributors.”

The bottom line?

“This data has always been there,” Lustig says. “What Enolytics does is turn it into actionable items.”

Those actionable items? 

They mean revenue and profits for your business. They mean accelerating your growth.

Please let me know if you’d like to learn more. You can view a movie of our depletion product here.

Thank you, as always, for reading –

Cathy