PROJECT SHOWCASE
AB InBev (GRA)
Maximizing Marketing ROI: Wow Labz’s Development of AB InBev’s Global Resource Allocator (GRA)
Client: AB InBev
Industry: Consumer Goods, Beverages
Service Provided: Data-Driven Budget Allocation & Forecasting Platform
Key Outcomes:
- Optimized marketing investments
- Enhanced decision-making
- Improved revenue impact
Client Overview
Anheuser-Busch InBev (AB InBev), the world’s largest brewer, operates a diverse portfolio of brands, including Budweiser, Corona, and Stella Artois, across multiple global markets. Managing marketing budgets efficiently across such a vast landscape required a data-driven approach to ensure optimal resource allocation and maximize net revenue.
Project Overview
Wow Labz partnered with AB InBev to develop the Global Resource Allocator (GRA)—a strategic platform that enables teams to analyze past marketing performance, plan future investments, and simulate different budget allocation scenarios based on country, brand, and market-specific conditions.
By integrating customizable inputs, advanced forecasting models, and interactive scenario planning, GRA empowers AB InBev’s marketing and finance teams to align budgets with business objectives, drive revenue growth, and enhance marketing effectiveness.
Challenges
- Optimizing Marketing Investments: Ensuring marketing budgets drive maximum impact across different brands and geographies.
- Customizable Budget Allocation: A flexible system was needed to allow teams to adjust allocations based on local market conditions, brand objectives, and projected performance.
- Scenario Planning & Forecasting: Decision-makers required tools to test multiple budget allocation strategies and validate their impact before execution.
- Aligning with Business Goals: Marketing teams needed to sync their spending with forecasted sales, distribution targets, and overall corporate objectives.
- Cross-Market Usability: Given AB InBev’s diverse global footprint, the platform had to be scalable and adaptable to different business structures.
Project Overview
Our Solution
GRA was designed as a centralized platform that provides a structured and data-driven approach to marketing budget allocation. The system allows teams to input specific business goals, analyze historical performance, and generate optimized budget scenarios tailored to each market.
Smart Budget Allocation
- Uses historical data and predictive analytics to allocate budgets in a way that maximizes net revenue.
- Adapts to market-specific constraints while maintaining alignment with global business objectives.
Scenario Planning & Forecasting
- Enables users to simulate multiple budget allocation strategies and compare expected outcomes.
- Provides real-time feedback on projected sales, distribution, and revenue impact.
Customizable Inputs & Objectives
- Allows teams to define key business priorities, marketing goals, and market-specific factors.
- Ensures flexibility to adjust spending priorities based on changing business conditions.
Executive Decision Support
- Centralized dashboard to provide holistic visibility into past and projected marketing performance.
- Enables quick decision-making with interactive charts and performance comparisons across brands and regions.
Market-Wise Collaboration
- Involves global executives, regional market leaders, and finance teams in the budget allocation process.
- Ensures that all stakeholders are aligned on strategic spending decisions.
User Interactions
This effective animation was developed to communicate financial commitments from the past and budget allocation for the future. It models both fixed and variable costs to optimize resource allocation.
Impact & Learnings
- Optimized Budget Allocation: GRA enabled AB InBev to distribute marketing investments efficiently, maximizing the return on each dollar spent.
- Improved Forecasting & Planning: The scenario-based approach enhanced decision-making, allowing teams to plan budgets with greater accuracy.
- Higher Marketing Effectiveness: With data-backed spending strategies, AB InBev improved the impact of its marketing campaigns across brands and regions.
- Scalable Across Markets: The platform was designed to be customizable for different geographies, ensuring a seamless fit across AB InBev’s operations.
- Enhanced Visibility & Control: Real-time analytics provided executives with a clear view of financial performance, making it easier to course-correct and optimize spending.
Conclusion
GRA has transformed AB InBev’s marketing budget allocation process, making it a data-driven, strategic function rather than an instinct-based decision. With Wow Labz’s expertise in business intelligence, analytics, and decision-support systems, AB InBev now has a scalable, customizable platform that ensures marketing investments drive maximum revenue impact.
By combining customizable inputs, predictive analytics, and scenario modeling, Wow Labz delivered a solution that empowers AB InBev’s global marketing and finance teams to make more informed, revenue-focused decisions.
Why Wow Labz?
Wow Labz specializes in building AI-powered decision intelligence platforms that drive data-driven growth. Our expertise in predictive analytics, scenario planning, and business intelligence made us the ideal partner for AB InBev’s Global Resource Allocator (GRA). By developing a scalable and intuitive platform, we enabled AB InBev to optimize marketing budget allocation, maximize net revenue, and enhance strategic planning across brands and markets.
About Wow Labz
Wow Labz is a leading AI and technology innovation studio, helping enterprises harness data, automate decisions, and scale digital transformation. We collaborate with global brands to develop cutting-edge AI, fintech, and business intelligence solutions, driving measurable impact in industries like FMCG, finance, and deep-tech. Get in Touch >
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PROJECT SHOWCASE
ABInBev GRA
Overview
GRA is a platform that lets ABInBev optimally allocate their marketing budget to maximize net revenue. It helps users create a system that allowed to customize based on their inputs and objectives to optimize the results based on country brands and various scenarios.
Role
- Python
- Flask
- Celery
- RabbitMQ
- ReactJS
- FusionCharts
Deliverables
- Design
- Dev
Wow Labz’s Innovative Design for Anheuser-Busch InBev’s Global Resource Allocator
Wow Labz collaborated with Anheuser-Busch InBev, a global leader in the beverage industry, to develop an innovative design for their Global Resource Allocator. Leveraging Python, Flask, Celery, RabbitMQ, ReactJS, and FusionCharts, our team created a dynamic platform that empowers ABInBev to optimize their marketing budget and maximize net revenue. Anheuser-Busch InBev required a robust platform that would enable them to allocate their marketing budget efficiently and effectively. Wow Labz embarked on this project by understanding the complex requirements and objectives of ABInBev, as well as the intricacies of country brands and various scenarios.
