When the COVID-19 pandemic struck, the sudden absence of in-person sales sent systemic shocks through the wine trade—and during its early stages, e-commerce became a key channel for the company. While its e-commerce business worked well, the winery knew that long-term growth would require it to improve sales and marketing performance.

A spokesperson for the leading winery explained, “Our e-commerce operations generate large volumes of structured and unstructured data, including online sales, consumer histories, and social media posts about our brands. We captured the information to a mature data lake infrastructure, but extracting actionable insights posed some tough challenges.”

To boost sales, the winery aimed to significantly enhance its analytics and content management capabilities, enabling staff to find and act on information rapidly and easily.

“As part of our transformation strategy, we looked for a way to make it easier for employees to find information from any source in the business,” continued the spokesperson. “We used Magellan Text Mining to interrogate multiple repositories, including Extended ECM as well as solutions like Microsoft SharePoint and Teams.

“In the long term, we want to harness AI to empower our teams to gain deeper insights into information in our data lake. For example, performing automated sentiment analysis can help us to detect market trends, which will in turn help us to optimize our product development and marketing processes.”

Our journey with AI is just beginning, but we’re looking forward to working with OpenText to capture customer sentiment insights—helping us to build our brand, inform the development of new products, and grow our business.

Spokesperson
Leading winery

Solution

Working towards new digital capabilities, the winery worked with OpenText Professional Services to augment its content management platform with Magellan—a flexible AI and analytics platform to accelerate data-driven decision-making.

Products deployed

OpenText™ Extended ECM

Improve productivity by bridging process silos and enhancing information flows between solutions
OpenText™ Magellan™

Combine machine learning with data analysis and self-service reporting to maximize the value of business intelligence in unstructured content

Services provided

OpenText Professional Services

Leverage more than 25 years of experience in delivering high-quality information management solutions

Building on a proven platform

The winery is streamlining and enhancing its approach to enterprise content management (ECM). Since 1999, the company has relied on Extended ECM to support every aspect of its operations, including the essential quality management activities that underpin its production processes.

The spokesperson confirmed, “OpenText Extended ECM is embedded in a wide range of workflows—from marketing to sales to manufacturing. In addition, Extended ECM is the system of record for any content generated through the research and development lifecycle.”

Enhancing content management with AI and analytics and fast, federated search

Using Magellan Text Mining and Magellan Search+, the winery delivers federated search across Extended ECM and its other systems of record—empowering employees to rapidly find the insights they need.

“We created a custom research and development taxonomy in OpenText Extended ECM, which makes it easy for employees to understand where new documents should be saved,” said the spokesperson. “As well as being much more organized, the new approach offers fine-grained control over permissions based on Microsoft Active Directory groups, which helps to ensure that sensitive data is protected.”

The spokesperson added, “We’re also working with the team to configure new reports and dashboards for the business, powered by OpenText™ Magellan™ BI & Reporting.”

OpenText Extended ECM is embedded in a wide range of workflows—from marketing to sales to manufacturing.

Spokesperson
Leading winery

Results

As it continues its partnership with OpenText, the winery is increasing the maturity of its analytics and reporting capabilities—laying a strong foundation for data-driven decision-making in sales, marketing, and more.

Helping employees find important information rapidly

The addition of federated search is already delivering valuable efficiencies for the company. Employees can find content faster than ever, enabling them to work more effectively.

“We use a range of different digital systems to create content, and previously employees searched through each system individually to find information,” continued the spokesperson. “For example, we have an insight team dedicated to business analytics and reporting. Today, employees no longer need to resort to emails or phone calls to try and track down reports from our insight team—everything is right at their fingertips.”

The spokesperson added, “Our improved search capabilities aren’t just making life easier for our existing employees—they are also extremely valuable for new hires. Searching for content is much more accessible. Through Magellan Search+, recent joiners and experienced employees alike can find all the information they need.”

Delivering real-time insight to enhance decision-making

The OpenText solution also enables the winery to serve up insights using easy-to-consume dashboards—helping to disseminate important information to teams and facilitate collaboration throughout the business.

The spokesperson said, “We regularly perform consumer surveys, and we now make the latest information from these touchpoints available via a dedicated dashboard. Offering easy access to this information is important for us, because it helps our teams build effective marketing and sales campaigns based on deep insight into consumer segments and preferences.”

Laying the foundation for AI-powered analytics

Looking to the future, the winery wants to integrate data insights even more deeply into its business processes. Next, the company plans to leverage social media sentiment analysis to gain a real-time view of brand perception and penetration.

“AI is a very exciting area for our business, and we intend to use OpenText Magellan to automatically process thousands of news and social media posts to understand how consumers and prospects perceive our brand,” concluded the spokesperson. “Our journey with AI is just beginning, but we’re looking forward to working with OpenText to capture customer sentiment insights—helping us to build our brand, inform the development of new products, and grow our business.”