P.PSH.1158 - JBS digital value chain strategy development and Digital Officer

Summary

JBS Australia is developing expertise and resources to enhance digital capability, specifically through the provision of advanced analytics of datasets in order to gain new insights for the business. The goal of the current Digital Marketing Manager project was to analyse the value in linking existing and new company data with other data sets and mining the data in order to generate value and new opportunities. The primary focus of the Digital Marketing Manager role is the implementation of the agreed JBS/MLA Digital Strategy across the JBS’s business.

Objectives

The overall objective of this work was to develop a digital strategy and evaluate the feasibility and commercial options of data capture, management and analytics across the businesses. The primary goal was to provide support in the form a dedicated Digital Marketing Manager resource to deliver a data capture and analytics processes to allow the Australian Meat and Livestock Industry to define the various processes and required metrics for running red meat value adding production facilities through to the (domestic and export) customer.

Key findings

The program was considered successful by providing a catalyst to fast-track digital innovation capability within JBS, namely:
• recruitment and lines of reporting to enhance practice change
• developing a data culture
• building trust in company’s data to make decisions
• networks delivering benefits by accelerating uptake of new methods.

The primary challenge has been the change management process, and getting people in the company to trust, understand and use these new approaches.

Benefits to industry

The Digital Marketing Strategy role demonstrated supporting the delivery of impact for industry in this focus area by assisting to increase the efficiency with which data is collected, integrated, analysed and presented for use to decision makers across the supply chain. The co-funded roles have contributed toward achievement of a range of key outputs (products) and their value propositions, including:
• economic benefits
• environmental/sustainability benefits
• socialised benefits.

MLA action

MLA proposes a series of steps and timelines for JBS/MLA to work through this process. If JBS provides MLA the required data, MLA’s Insights team will analyse the numbers and present the findings back to JBS’s market category team. A proposed timetable (subject to JBS availability) is scheduled over the next six months.

Future research

There was an opportunity to update JBS digital marketing manager and JBS brand category team on market insights and category growth drivers. Targeted opportunities that are underpinned by insights is proposed to be presented to JBS category team over a series of presentations. MLA proposes a series of steps and timelines for JBS/MLA to work through this process. If JBS provides MLA the required data, MLA’s Insights team will analyse the numbers and present the finding back to JBS’s market category team. A proposed timetable (subject to JBS availability) is scheduled over the next six months.