The awards recognise the success of SABMiller’s global digital transformation agenda, supported by Acceleration as its marketing technology consulting and implementation partner. SABMiller, the world’s second largest brewing group, and Acceleration won the Data Integration Award. They also received highly commended recognition for the Data Driven Business category.

The awards recognise campaigns that blend the science of data and the art of storytelling to effectively engage and drive positive results. Judges evaluated entries for the best use of data to drive a business model, tell stories internally, change how things are done and make a real and lasting contribution to turnover, profit and ways of operating.

Says Di Mayze, managing director for Europe at Acceleration: “We are proud to have won this award, but the credit really belongs to our client, SABMiller, for seizing upon the opportunities of digital transformation with such enthusiasm. The company has rapidly become a leader in its industry for using data-driven marketing to drive better business outcomes.”

“We enjoyed working with SABMiller on this innovative initiative, and benefitted from the sponsorship and commitment from the senior leadership team at SABMiller. Our experienced team produced work that they can truly be proud of – and we thank them for their dedication and resourcefulness,” adds Mayze.

“I’m proud to receive this industry recognition for our Global Digital Reporting Platform (GDRP) against such strong competition from the likes of Virgin, The Guardian, House of Fraser and Argos. Particular credit must go to the teams from SABMiller and Acceleration who poured blood sweat and tears into building this platform,” says Charlie Hiscock, ?director of Integrated Activation at SABMiller.

The project was daunting in scale and scope, spanning 200-plus brands operating across over 80 markets. But for the first time, SABMiller’s local and global brands can share insights, best practice and success stories around paid, owned and earned media, with other group companies, enabling better decision-making group-wide.

The GDRP provides standardised and consistent measurement of SABMiller’s digital assets (websites, mobile applications, social media pages, entry forms) across brands and markets. The platform – simultaneously launched across five regions and 739 data assets – enables SABMiller to view, monitor and compare marketing activity internally in near real-time.

It encompasses Facebook, YouTube, Twitter, Instagram, relationship marketing, Google Analytics, display advertising, and more. As a result of the GDRP, changes are already being made to how and when content is shared, how paid media is put to work (campaigns are already up to 50% more efficient in their targeting) and how SABMiller interacts with social media followers.

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