Digital Marketing, Agriculture & Retail

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Marketing-driven forecast of retail sales and production in the agricultural sector

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Code:

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REACH-2021-THEMEDRIVEN-DEUSTO_5

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Domain:

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Digital Marketing, Agriculture & Retail

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Description of the DVC THEME

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This theme wants to explore and leverage the interactions between digital marketing campaigns, producers and retailers in agricultural sector. Targeted digital marketing campaigns and the success of such campaigns can be an indicator to foresee success of certain products and hence drive purchase orders to agriculture exploitations. Retail producers could launch marketing campaigns to study possible impact of certain new products in collaboration with agriculture producers of ingredients of such products. This mechanism for holistic smart marketing could leverage representatives from the three sectors.

 

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Sub-challenges composing this experiment:

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This DVC THEME is composed by two complementary sub-challenges:

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Expected global results:

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  1. To optimize production of agricultural products based on digital marketing data
  2. To optimize retail sales of agricultural products based on digital marketing data
  3. To reduce the waste of fresh food
  4. To optimize the whole chain production-distribution-retail of agricultural products based on digital marketing data

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CONNECT5 – DIH for Connectivity, CPS, IoT, Cloud/Edge and Data Analytics is a national and European DIH supporting the digital and green transformation of SMEs and public organizations. CONNECT5 is a collaborative network, in the form of a Consortium of 12 entities (RTO, polytechnic institutes, universities), with high level of expertise in digital technologies, state-of-the-art infrastructures and a deep nation-wide network of contacts (companies, business associations, public entities, etc.) bringing together their complementary expertise and assets, to create a unique value platform. 

The DIH TERA consortium consists of organisations based in East Croatia, among which there are constituents of the two East Croatian universities and development agencies from all five of the region’s counties, as well as business support institutions and renowned Croatian SMEs with extensive knowledge and experience in the IT sector and digitalisation processes. The coordinator is an SME with a not-for-profit clause, established by the Josip Juraj Strossmayer University of Osijek, Osijek-Baranja County and the City of Osijek.

4PDIH provides, connects and support knowledge, business and technology expertise, technologies, experimental and pilot environments, best practices, methodologies and other activities necessary to fully enable the Slovenian industry, public administration and communities in building digital competencies, innovation models and processes, and to support their digital transformation. The aim of 4PDIH is to foster awareness and provide services to grow digital competencies, share digital experience and case studies locally, regionally and internationally, and support the government to adapt regulation and open its data to foster entrepreneurship.

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Data Cycle Hub is the Reference Digital Innovation Hub in the Valencia Region to promote data, artificial intelligence and cybersecurity based innovation. The objective is to close the gap between research and the industry, specifically SMEs, as well as the Public Administration, providing innovative solutions and services to make the best decisions regarding technological investments. It is an ecosystem composed of all the relevant agents and part of the AI Digital Innovation Hubs Network. All the technologies covered by the DIH are around DATA, covering from Data Gathering to Visualization. In this sense, the DIH addresses Primarily Big Data and Artificial Intelligence, but also other key digital enabling technologies like Cyber Physical Systems, IoT, Cloud and High Performance Computing Platforms or Statistics Optimization. The DIH was one of the 5 finalists to the DIHNET DIH Champions Challenge 2019.

INVAT·TUR (Institute of Tourism Technologies of Region of the Valencia), is a center conceived as a meeting platform for all agents in the tourism sector and represents one of the main axes in improving the competitiveness and sustainability of the tourism model of the Region of the Valencia. The goals are to develop lines of action in R+D+i adapted to the needs of the tourism sector, as well as transfer knowledge to tourism companies and organizations, giving the tourism sector access to the most advanced knowledge, services and technologies.

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With more than 12.100 employees, they are present throughout the electricity value chain and in the gas commercialization activity. They are the fourth-largest wind energy production company in the world and 74% of their energy is produced from renewable resources. They provide electricity and gas to more than 9 million customers.

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Migros Ticaret A.Ş. was founded in 1954 in İstanbul through the joint initiatives of the Swiss Migros Cooperatives Union and the İstanbul Municipality. Embracing the mission of procuring food supplies and consumables from producers under the supervision of the municipal authorities and of serving these products to İstanbul inhabitants in hygienic conditions and at economic prices. Migros opened its first store in Istanbul in 1957. Today, Migros offers spacious stores in a wide range of formats and locations whose vast selection of stationer, glass and kitchenware, appliance, book, recorded media, clothing and other necessities give it the ability to satisfy nearly all of the shopping needs of its customers.

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The Centre for Research and Technology Hellas is one of the largest research centres in Greece; top 1 in north Greece. It was founded in 2000 and is located in Thessaloniki. Its mission is to promote the triplet Research – Development – Innovation by conducting high quality research and developing innovative products and services while building strong partnerships with industry and strategic collaborations with academia and other research and technology organisations in Greece and abroad.

EstBAN is an organization for business angels and business angel groups seeking investment opportunities in Estonia and its neighbouring regions with an aim to grow the quantity and quality of local seed stage investments. In 2014, EstBAN was awarded “The Best Newcomer in Europe” by European Business Angels network and in 2018 received an award for the Best Early Stage Ecosystem and performing EBAN member. As of 2019, EstBAN has 150+ members that invested a total of €7 million EUR during 2018. EstBAN’s main aim is to increase the amount of angel investments in Estonian startup ecosystem, support and train angel investors to become more knowledgeable, improve the deal flow quality and raise the number of angel investors in EstBAN.

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F6S is a leading global founder and startup network that helps public sector entities around the world to promote, communicate and disseminate technical and research projects. F6S stands for F-ounder-S. Our mission is to help founders and startups grow to solve the world’s pressing social, economic, environmental, sustainability and innovation problems. In addition to F6S’ work with governmental entities, we also work with corporates, investors, research institutions, programs, universities and others in the global startup ecosystem. F6S tools deliver company growth through grants, partnerships, funding, investment, pilot contracts, partnerships, jobs & talent recruitment and company services.

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ZABALA is a Spanish SME (over 200 employees) that has a wide experience in supporting entities in the management of their RTD and innovation activities, as well as in technology transfer projects and initiatives. It is a consolidated RTD and Innovation consultancy firm working across Europe on these fields since 1986. It currently provides, on a contract basis, consultancy services related to RTD and innovation management to a portfolio of 600 organisations (including SMEs, big companies, RTD centres, universities and public organizations).

Instituto Tecnológico de Informática is a Spanish Research & Technology centre specialised in ICT, established in 1994 and located in Valencia, Spain. ITI research and innovation activity is developed by a team of 200 highly-skilled people, focused on 6 key digital enablers around the Data Cycle: Cyber connectivity, Cyber-Physical Systems, Computing Infrastructures & Platforms, Big Data Analytics, Optimization Technologies, and Artificial Intelligence. All this knowledge and experience is brought to the industrial and public sector through a range of services: Access to infrastructure and technology platforms, Access to specialist expertise on digitisation & applications, Collaborative research for Industry needs, Demonstration of best practices, Training and Education, Showcase technologies in pilot factories, and Support experimentation in real-life environments.

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Commissariat à l’Energie Atomique et aux Énergies Alternatives is a French Research and Technology Organisation established in October 1945. The CEA LIST research institute focuses on the development of software and hardware technology for highly integrated complex systems. Its R&D programs, all based on major economic and social implications focuses, deal with advanced manufacturing, embedded systems, ambient intelligence, and health applications. It has a long experience of European funded projects but also in technology transfer to industry and SMEs.