In an increasingly competitive marketplace, businesses need to take advantage of anything that can boost sale targets and differentiate themselves from competitors. Smart promotion is designed to do just that by generating promotion plans tailored for each individual consumer rather than umbrella promotion plans. With target markets varying widely and dependent on factors such as location, income level, etc., businesses are realizing that a one-size-fits-all approach is rarely the best option. In collaboration with ThaiBev, researchers from CMKL University, Oishi Group, and Carnegie Mellon University are using data analytics to recognize what appeals most to consumers and capitalizing on it. Whether it’s discounted prices or buy-one-get-one-free deals, better understanding on consumers interests is a necessity in the increasingly competitive global marketplace.