Case study · Consumer goods
AB InBev Growth Planning Suite
Three BI tools merged into one modular planning platform.
- Client
- Anheuser-Busch InBev
- Service
- App development, iOS native
- Sector
- Consumer goods
- Audience
- Top leadership
At a glance
What the suite consolidated
Three separate tools became one platform, replacing rigid workflows with a single modular one.
Spend, volume, net revenue and marginal contribution, tracked in the same view.
An internal analytics solution rebuilt for the people who sign off, not the people who model.
Delivered to schedule despite requirements that evolved during the build.
The brief
Analytics built for analysts, needed by executives
AB InBev had the analysis. What it did not have was a way for senior leadership to reach it. The intelligence lived across three separate business intelligence tools, each with its own workflow, none of them designed for someone who needs an answer rather than a model.
Rigid workflows were the specific problem. A planning question that cuts across brand, hierarchy and geography does not respect the boundaries of whichever tool happens to own that slice of the data.
Three tools with three workflows is not a platform. It is three reasons to ask someone else for the answer.
The build
Modular, because the requirements moved
Replacing rigid workflows with a single modular one was the architectural decision, and it is what let the project absorb change. The client's own account of the engagement is that Wow Labz delivered high-quality work on time despite evolving requirements — which is usually what breaks a BI consolidation.
The interface target was explicit: seamless and intuitive enough that leadership can access and analyse critical performance indicators on the go. That is a different bar from an analyst tool, and it is why the delivery was iOS native rather than another dashboard behind a VPN.
It is the third of three portals Wow Labz built for AB InBev's marketing organisation, alongside the Global Resource Allocator and the MROI Modeller Portal.
What it does
Planning, in one place
Performance analysis
Marketing and media performance in a single view, rather than reconstructed from whichever tool holds each part.
Budget distribution
Allocation across brands, hierarchies and geographies, which is the axis executive planning actually runs on.
A planning algorithm
Budget optimisation built into the suite, so the platform proposes rather than only reports.
Stack
What it was built with
Questions
The Growth Planning Suite, answered
What is the Growth Planning Suite?
A business intelligence platform Wow Labz built for Anheuser-Busch InBev, merging three separate BI tools into one modular system for marketing and media performance analysis and budget planning.
Who uses it?
AB InBev's top leadership. It began as an internal analytics solution and was rebuilt as an app for executives who need to access and analyse performance indicators on the go.
What does it track?
Spend, volume, net revenue and marginal contribution, with budget distribution across brands, hierarchies and geographies, plus a planning algorithm for budget optimisation.
How does it relate to the other AB InBev portals?
It is one of three. The Global Resource Allocator decides global marketing allocation, the MROI Modeller Portal derives learnings from past spend, and the Growth Planning Suite gives leadership the planning and performance view.
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