Enhancing Reach and Penetration of Global Potato Industry Using Multi Channel Data Driven Strategies
Food Innovation Online Corp (FIO) is a New Brunswick(NB) based company that operates a website targeting the global potato industry. This website - PotatoPro.com - is the #1 website in the potato sector worldwide. As a result, the company has access to a large amount of data on the interests and information needs of this sector.
To bring this to the next level, the company has decided to move to a more formal data-driven decision model. To do so, data from various sources will be brought together in a single database and be analyzed using Business Intelligence software and used for strategic decisions as well as for personalization and marketing automation.
PotatoPro has always supported various in person events in the potato industry. The current COVID-19 crisis has brought these in person contacts to an abrupt halt, causing a sudden increase in the need for online marketing of products in the potato sector. FIO tries to use its strong position in the sector to fill this demand. To benefit from the current situation, the company has launched its new website early and is accelerating development of analytical and marketing capabilities.