Dr. Adam Fenton at SABMiller uses data analysis software to gain insights into products, consumers, and markets. He analyzes sensory and consumer data using multivariate methods in The Unscrambler X to better understand perceptions and preferences. This has helped SABMiller develop new brands and refine existing brands.

1. Dr Adam Fenton is a Consumer Science Consultant for SABMiller, one of the world’s leading
beer brewers. Adam is part of a technical group working very closely with their marketing
group, whose role is to serve all brands and markets globally to help SABMiller brew better
tasting beer. Adam has been using The Unscrambler® software for several years to get
deeper insights into product development, branding and consumer segmentation.
Data mining for deeper product and consumer insights
Adam explains, “We use The Unscrambler to classify and analyze liquids in 2 & 3
dimensional maps to represent the products we have so technical people and marketing
people can talk.”
“It’s really about understanding the product better so we have a richer terminology that
resonates with our consumers in their local markets. It also lets us understand the
technical differences between beers based on objective analysis from taste panels and
laboratory equipment.”
Adam uses The Unscrambler® X to analyze consumer studies and determine how consumer
data relates to technical data, then link that to consumer preferences. He explains, “It
enables us to find patterns in consumer data and understand how the consumers see
differences in beers. For example, we might describe one particular beer as being ‘hoppy’,
but what is the difference in perception between Colombian consumers and Panamanian
consumers?”
The Unscrambler® X enables Adam to dig deeper into their data using Principal Component
Analysis (PCA), Partial Least Squares Regression (PLSR), Principal Component Regression
(PCR) and cluster analysis.
Data driven insights = real business benefits
SABMiller has developed new products using insights from their analysis work with The
Unscrambler® X combined with other insights. Adam says “The Unscrambler® X analysis
helped us identify opportunities for our brands.”
The company also uses the software to assess acceptability of potential brands in local
markets. It helps inform which brands are most likely to succeed in which markets and which
segments based on marketing cues and technical information.
Industry:
Beer brewing
CAMO Product:
The Unscrambler® X
Executive Summary:
Uses data analysis for product
development, branding and consumer
segmentation
Have developed new brands and refined
positioning of existing brands based on
their analysis
Uses multivariate methods including PCA,
PLSR, PCR and cluster analysis
At a glance: SABMiller
One of the leading brewers in the world
& one of the largest bottlers of Coca-Cola
products
Over 200 brands including Peroni Nastro
Azzurro, Pilsner Urquell, Grolsch & Miller
Genuine Draft
70,000 employees in over 75 countries
with group revenue of US$34,487 million
in the year ended 31 March 2013
In the year ended 31 March 2013
together sold 242 million
hectolitres of lager
Our clients : SABMiller
Bringing science to the art of brewing better beers
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Bring data to life

2. For more information about SABMiller
please visit www.sabmiller.com
Our clients : SABMiller
As with most companies, SABMiller have an enormous amount of
valuable data which often remains untapped. Today however, Adam’s
group is increasingly using this valuable resource to deliver business
benefits for the company. “We collect so much technical manufacturing
data and market research data, yet we waste it. The data mining
capabilities of The Unscrambler® X help us create leading brands and
greater value for the business from our data.”
Intuitive and easy to use
In addition to the multivariate methods in the software, he chose to use
The Unscrambler® X because of its ease of use and the excellent data
visualization tools compared to other statistical software. “It’s more
intuitive than other programs and it’s easier to get results out of it to
show people. It’s more aesthetically pleasing than just red lines and
numbers. For example, I can show a colleague in marketing a 3D graph and they understand almost immediately how it relates to their
marketing.”
Adam also likes the compatibility of The Unscrambler® X with Microsoft Office products. “It interacts very well with Excel which makes data
importing easy. It’s also useful to be able to cut and paste graphs from The Unscrambler into PowerPoint.”
We collect so much technical manufacturing data and market research data, yet
we waste it. The data mining capabilities of The Unscrambler® X helps us create
leading brands and greater value for the business from our data.
Dr Adam Fenton, Consumer Science Consultant, SABMiller
“ “
> Bring data to life > camo.com

3. CAMO SOFTWARE
PRODUCTS & SERVICES
Our powerful yet easy to use and affordable solutions are applied
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The Unscrambler®
X
Leading multivariate analysis software used by
thousands of data analysts around the world
every day. Includes powerful regression,
classification and exploratory data analysis tools.
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Unscrambler®
X Prediction Engine
& Classification Engine
Software integrated directly into analytical or scientific
instruments for real-time predictions and classifications
directly from the instruments using multivariate models
from The Unscrambler®
X.
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Unscrambler®
X Process Pulse
Real-time process monitoring software that
lets you predict, identify and correct
deviations in a process before they become
problems. Affordable, easy to set up and use.
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Consultancy and Data Analysis Services
Do you have a lot of data and information but don’t have
resources in house or time to analyze it? Our consultants
offer world-leading data analysis skills combined with
hands-on industry expertise.
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Training
Our experienced, professional trainers can help your team
use multivariate analysis to get more value from your data.
Classroom, online or tailored in-house training courses from
beginner to expert levels available.
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