PROJECT SHOWCASE
AB InBev MMM
Designing a Smart, Efficient Tool for Marketing Insights
Overview
Anheuser-Busch InBev, one of the world’s largest beverage companies, needed a better way for their short cycle marketing analytics team to extract insights from historical campaign data.
They envisioned an internal tool that would standardise reporting, automate repetitive tasks, and improve the team’s day-to-day experience.
They partnered with Wow Labz to bring this vision to life through a robust Marketing Mix Modeller (MMM), one that was fast, flexible, and a joy to use.
The Challenge
- Manual-Heavy Workflows
Analysts spent a significant amount of time manually handling data collection and preparation, leaving less room for insight generation and strategic analysis. - Lack of Standardisation
Inconsistent workflows across team members led to fragmented outputs, making it difficult to collaborate effectively or scale best practices. - Complex Interfaces
The existing tools were not user-friendly, navigation was cumbersome, and the interfaces didn’t align with the specific needs of short-cycle marketing teams. - Inefficient Feedback Loops
Lengthy and disconnected analysis cycles made it hard for teams to respond to campaign performance in real time or iterate quickly.
The Solution
- User-Centred Design
We designed a clean, task-focused interface that simplified complex workflows while keeping power-user functionality intact. - Automation at Core
The MMM tool automated repetitive steps, data ingestion, processing, and visualisation, freeing up analysts to focus on insights. - Modular Architecture
We developed a scalable system using Python for data processing and ReactJS for dynamic UI, enabling future features and enhancements. - Collaborative Workflow Support
The platform supports multiple users and standardised templates, making it easier to share, replicate, and learn from reports.
Key Features
- Streamlined Insight Generation
The tool enables analysts to effortlessly track, compare, and measure the impact of marketing efforts across multiple channels in a unified view. - Custom Dashboard Views
Analysts can tailor dashboards to display the most relevant metrics and visualisations, making daily workflows faster and more focused. - Integrated Data Pipelines
Automated backend processes built with Python handle data ingestion, modelling, and updates, eliminating the need for manual intervention. - Real-Time Feedback Loop
Teams gain quick access to both historical and live campaign data, enabling faster optimisations and data-driven decision-making. - User-Friendly Interface
A clean, intuitive UI simplifies even complex analytics workflows, making it easier for teams to adopt and enjoy the tool.
Key Outcomes
- Accelerated Decision-Making
The tool enabled marketing teams to derive insights from campaigns much faster, driving quicker optimisations. - Automated Analytics Workflow
Complex, manual processes were transformed into streamlined workflows, reducing time and effort across the board. - User-Centric Interface
The interface was built for real users clear, intuitive, and enjoyable for the analytics team to work with every day. - Improved Efficiency
Standardised tools helped eliminate redundancy and ensured consistency in marketing performance analysis. - Seamless Tech Integration
The system brought together data processing (Python) and interactive dashboards (ReactJS) under one cohesive experience.
Impact & Learnings
- Boosted Analyst Productivity
By cutting down manual work, the tool allowed the team to focus on high-value strategic thinking. - Increased Tool Adoption
Positive UX led to higher engagement across the analytics team, making it the go-to tool for marketing evaluations. - Enhanced Strategic Agility
With faster insights, AB InBev’s team could pivot campaigns more confidently and with better data. - Validated the Power of Design in Data Tools
The project reinforced how thoughtful design can dramatically improve the utility and joy of internal enterprise tools.
Conclusion
Wow Labz helped AB InBev reimagine their internal analytics tools with a focus on speed, clarity, and usability. The result: a modern Marketing Mix Modeller that empowers analysts and drives smarter, faster marketing decisions.
Why Wow Labz?
AB InBev chose Wow Labz for our ability to translate complex systems into clean, functional products. With a deep understanding of user experience and full-stack development, we built a tool that delivers both efficiency and delight.
About Wow Labz
Wow Labz builds secure, scalable digital platforms for the future of work, analytics, and decision intelligence. From intuitive UIs to powerful backends, we design tech that works the way people do.
Let’s build what’s next. Get in Touch >
Let’s build what’s next. Get in Touch >
PROJECT SHOWCASE
ABInBev MMM
Overview
Marketing Mix Modeller is an internal tool created to enable short cycle marketing analytics team to derive learnings from past marketing spends. It is standardized with streamlined features that automate whole processes, reduce time & effort, increase efficiency, make it enjoyable for the team to work, and provide a seamless user experience.
Technology
- Python
- ReactJS
Deliverables
- Design
Wow Labz’s Cutting-Edge Design for Anheuser-Busch InBev’s Marketing Mix Modeller
Wow Labz collaborated with Anheuser-Busch InBev, a global leader in the beverage industry, to create a robust and intuitive design for their Marketing Mix Modeller. Leveraging the power of ReactJS and Python, our team developed a streamlined tool that empowers the short cycle marketing analytics team to extract valuable insights from past marketing spends. Anheuser-Busch InBev required an internal tool that would automate processes, reduce time and effort, and enhance the efficiency of their marketing analytics team. Wow Labz embarked on this project by thoroughly understanding the unique needs of the team and the complexities of their marketing data.
Have an AI project in mind?
Want us to work on your idea?
Hear From Our Happy Clients
5 STAR REVIEWS ON
We’re a global brewery with nearly 500 brands worldwide. Wow Labz transformed our internal analytics solution into a web app for our top leadership, delivering high-quality work on time despite evolving requirements. Their commitment and quality of work have been outstanding.
UCSF partnered with Wow Labz to develop multiple research apps for studying attention, capturing data from thousands of users. They delivered high-quality work on time, showing exceptional commitment and problem-solving skills.
We’re a chain of quick-service restaurants with around 300 outlets. Wow Labz developed our direct-to-home delivery ecosystem for fresh milk, including consumer and delivery apps with a backend admin panel. They delivered high-quality results on time, meeting all requirements.
CamLy Group hired Wow Blockchain Labz for the CamLy Charity and Profile projects. They impressed us with their professional approach, timely communication, and effective problem-solving. Each project phase delivered excellent results, meeting our expectations.
