Data science achieves the ultimate ROI: a craft beer

If there was still any doubt about the value of data analytics, this should lay it to rest in a single word: beer. That’s right, digital marketing agency Havas Helia has created 0101, a beer that was crafted based on data. Late last year, Havas Helia’s goal was to create a beer that embodied the optimism associated with beginning a new year. It began by tapping social media for emotional keywords used in New Year’s-related posts and then scored “thousands of messages” against a set of 24 predefined emotional states. From there, the agency identified 38 distinct emotions with a clear tie to the new year. Among them were amazement, anticipation, generosity, indulgence, excitement, happiness, joy, love and good cheer. Aiming to find a beer recipe that matched those emotions,…


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