CRM Analytics Case Study

Mercator is the largest grocery retailer in Slovenia. One important asset of Mercator is our loyalty program. Working in a data rich company means that everybody knows the importance of insights and data. There are lots and lots of requests and you cannot take them all on at the same time. So what we were doing was looking for something to automate data insights. 

​

Prior to the deployment of 11Ants we had lots of data and it was not as connected as it is in 11Ants. We had to search all the data and put it in different tables, then we had to connect them with long SQLs queries. And that meant a lot of work, a lot of connections between different databases. I was really happy when we got 11Ants because previously the analysis we made took a lot more time and a lot more effort than now. For example one day, one hour, two hours - now you can get it to within few minutes. 

​

What 11Ants has helped us do is decentralize data - not just to have it in marketing or in business intelligence, but really give it to the end user. So they're not waiting on us or anybody else in the company to give them insights into their area of interest. 

 

You can get a lot of data, even for those that are not used to deep dive analytics. I saw it can give them ideas. "Okay, so this is something that I can also analyze and gather information from". Sometimes we don't have the time - we need decisions within the meeting; and this means that we can get it immediately. For example I'm on a call with a distributor and we are talking about planning a CRM campaign and I can answer some of the questions within minutes. 

 

I think 11Ants has improved our business significantly. Because in a fast-changing environment it's really important to have instantaneous decisions. So it's really important for the key business areas to have and generate their own insights. I know that we had a successful implementation and I see so many users in different types of meetings or different types of events using 11Ants to help them make very good, informed decisions. Not just intuition - which is also really important; however when it's based on data and you can compare it to something - it's really important. 

 

With 11Ants I get a really nice presentation of the data with a few clicks. I don't have to deal with designing and having nice presentations done. From raw data I just have it within a few clicks and I get all the tables and so on. 

 

So the primary benefits to me of 11Ants are empowering employees so they generate their own insights -it's decentralizing data and making it available to everybody. It's very strong in graphics and visual interpretation, and it has very well set different segments that already guide you through what is the most important within each key business area. 

 

11Ants when you get used to it's kind of child's play, because it's really just another app. It doesn't make you feel like you're doing, some mathematical analysis - it's kind of fun just clicking. Actually 11Ants is really it's visually such a nice app and you understand everything. 

 

I think that the return on investment needs to be looked at at different venues. Firstly, you have to also understand that it's not just monetizing the the tool itself, which we are doing with suppliers; and really I think it's going really well. The other part is how many managerial decisions have we made internally, having had this tool? That we wouldn't for example, be as quick in making if this tool wasn't available to us. I think 11Ants helps other companies become more open towards personalization and understanding the importance of customer and customer insight.

 

Well 11Ants solution is my digital friend for my queries - I'm very pleased that Mercator decided to go with this particular platform. 

​

11Ants is a great tool. All the data you get, it's presented in such a way that everybody can understand it. I would hate to lose it!