The Quiet Power of Data in eCommerce and Digital Marketing: Lessons from the CPG Sector
By Digittude

Over the past few years, we’ve worked with several CPG companies who all share a common concern: they’re sitting on mountains of customer data, but struggling to turn it into actionable business outcomes. Some see their digital media budgets increasing, yet the results don’t scale accordingly. Others have invested in robust eCommerce platforms but aren’t sure what’s working and what isn’t. And all of them — without exception — feel they’re not making the most of the value hidden in their own data.

From our perspective, digital marketing and eCommerce are no longer just sales or communication channels. They’ve become a competitive advantage when approached with strategy, structure, and a strong data foundation. It’s not about having the most polished online storefront or running flashy campaigns. It’s about knowing who your customer is, what they expect, how they behave — and responding in ways that are relevant, timely, and measurable.

One of the most valuable lessons we’ve learned from recent projects is that real transformation happens when marketing, sales, and tech teams sit down with a shared goal: to better understand the customer and act on that knowledge. In one particular case, we helped a global consumer brand rethink its entire acquisition and retention strategy. We started at the root — organizing and governing scattered data, ensuring information quality, and only then activating personalized campaigns. The result? A measurable boost in conversion and a 20% reduction in customer acquisition costs.

There are no magic formulas or shortcuts. But there are proven tools (Salesforce, Adobe Commerce, Shopify Plus…), solid frameworks, and — most importantly — experienced teams who know how to make it all work in real-world settings. At Digittude, we don’t sell empty promises. We share lessons and build together. Because if there’s one thing we’ve learned working with leading CPG players, it’s this: data alone doesn’t matter — what matters is the decisions it empowers.

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Digittude develops secure, SAP-integrated generative AI solution for Suntory

Suntory, a leading company in the spirits industry with over 2,500 employees, recognized the opportunity to explore the potential of generative AI within a corporate environment where data security and trust are essential. In a context where the adoption of such technologies can raise understandable concerns, the company chose to move forward with a secure, enterprise-grade solution designed to build confidence and deliver real value to its teams.

The result, developed in collaboration with Digittude, is a corporate chatbot powered by Azure OpenAI, designed to provide fast, accurate, and secure responses — including the ability to access key systems such as SAP. Today, more than 1,500 employees — 60% of the workforce — use the assistant on a monthly basis, helping to improve operational efficiency while encouraging responsible AI usage across the organization. The solution integrates smoothly with Suntory’s internal tech ecosystem, ensuring full control over sensitive information.

Digittude delivered an innovative solution that combines deep expertise in generative AI and SAP environments to create a secure, scalable assistant aligned with Suntory’s business processes. The project stands as a strong example of how generative AI, when thoughtfully applied and professionally supported, can become a powerful enabler of digital transformation.

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Generative AI and Its Impact on Business: Our Event in Madrid with Oral-B and Suntory Global Spirits

Last November, Digittude had the pleasure of participating in an exclusive event in Madrid, where we met with leading experts from Oral-B and Suntory Global Spirits. During this gathering, we explored the impact of generative AI on the transformation of key industries and the optimization of processes in global companies.

Generative AI: Revolutionizing Key Sectors

The event served as a platform for discussion and knowledge-sharing on the use of artificial intelligence in the business environment. Among the key topics covered, we explored:

Digital Humans at Points of Sale: We examined how AI is enhancing customer interactions by creating expert assistants that deliver personalized and efficient experiences. Oral-B presented success stories showcasing the implementation of digital humans to provide real-time consumer guidance.

The Evolution of AI: From Chatbots to Advanced Solutions: We analyzed the progression of artificial intelligence, from its early chatbot applications to today’s sophisticated tools capable of managing complex data, personalizing services, and improving business efficiency. Suntory Global Spirits shared its experience in leveraging generative AI for internal process optimization and strategic decision-making.

An Event Shaping the Future of Digital Transformation

The gathering not only provided insights into the latest trends in generative AI but also fostered strategic connections with professionals and companies leading digital transformation in their respective industries. The conversation remains open, and at Digittude, we continue to develop innovative solutions to maximize the potential of technology.

La entrada Generative AI and Its Impact on Business: with Oral-B and Suntory Global Spirits se publicó primero en Digittude.