Explore how Heineken, a global brewing leader, adapts to changing consumer habits and digital transformation in this 18-minute conference talk. Discover the brand's innovative approach to using data in a mobile-first world, as presented by Heineken's marketing leader Ian Wilson. Learn about the importance of IDDM (Intelligent Data-Driven Marketing), its implementation strategies, and how to simplify complex data processes. Gain insights into building capabilities and understanding audience segments to stay competitive in the digital age. Delve into the intersection of beer and big data, and understand how traditional industries can leverage modern technologies to maintain market leadership.