From Tuesday 1 August 2023, C&C suppliers and partners will be able to access and analyse performance via a new, intuitive platform – PROOF Analytics.

Built in partnership with Google and developers GOReply, PROOF Analytics is a state-of-the-art, easy-to-use data visualisation tool. The platform launch covers the Matthew Clark, Walker & Wodehouse, Bibendum Wholesale and Off trade businesses, and is aligned to the needs of suppliers, with an enhanced user experience.

A series of prebuilt dashboards have been created to enable partners to have the same visibility as Buyers. This enables mutually beneficial, information-led discussions to take place with suppliers and partners, empowering partners to make informed, targeted business decisions. Upcoming PROOF Analytics features include churn prediction, drinking location forecasting, and the inclusion of the Tennent’s Direct data from Scotland.

Speaking ahead of the launch in August, Gareth Aston, Head of Customer & Commercial Analysis at C&C GB comments: “The PROOF Analytics platform enables quicker, easier, and more intuitive access to existing data. Many testers commented how familiar the platform felt, even after their first session. It also provides the foundations for an exciting innovation pipeline over the coming months and years as part of our data-sharing journey.”

“Few companies have been able to turn their data into meaningful information or insight for material commercial advantage. PROOF Analytics has enabled us to take our C&C data, augment it with PROOF’s proprietary tools and open-source data, to deliver a state-of-the-art analytics platform which will benefit C&C group and partners for years to come. It’s an exciting time for C&C, and a proud moment for everyone involved with PROOF”, adds James Scott, MD at PROOF Insight.

The launch of PROOF Analytics is a key step in deepening PROOF’s relationships with C&C’s key supply partners – with many already taking advantage of PROOF’s series of Intelligence reports, and full-service consumer & market research capability.