Data.Mate: Sales Co-Pilot
for Kraft Heinz Brazil

Combining machine learning and business vision to drive sales performance.

Kraft Heinz is synonymous with innovation on consumer tables and to bring that same excellence to the daily routines of its sales team, we partnered to create Data.Mate, an assistant for front-line reps, that transforms data complexity into simple, personalized recommendations.

Challenges

Sales Co-pilot

One of Kraft Heinz’s primary challenges was providing support to sales executives. Beyond numbers, the team needed clarity. The lack of robust support in generating data-driven insights impacted strategic decision-making and overall sales performance

Opportunity identification

Another challenge was measuring annual growth potential and mapping sales opportunities. Without a solution to integrate different angles of attack for the same problems, sales teams missed opportunities, particularly across some strategic SKUs

Solutions

Dual Track Discovery
& Delivery

We structured Data.Mate’s development using a Dual Track process, ensuring alignment between discovery and delivery that allowed us to build a tool that truly met the sales team’s needs.

Custom Machine Learning

We implemented custom machine learning models to identify sales opportunities, processing large volumes of data, identifying patterns and transforming them into insights.

Next-best action algorithms 

To suggest the next best action, our team leveraged advanced machine learning that analyzes multiple variables and continuously learn from previous results, enabling Sales Executives to act with effectiveness

Results

User growth and engagement

Data.Mate delivered an impressive 371% growth in active users and a 527% increase in Sales Executive engagement.

Adoption and performance

88% of Sales Executives, representing 35% of company revenue, chose Data.Mate as their insights partner. Additionally, the application boosted on-shelf availability by 12% and established heavy users’ performance as 7% higher than the company average.

Financial impact

The initiative drove incremental Joint Business Planning gains for Kraft Heinz through sales opportunities addressed by Data.Mate.

Industry recognition

With Data.Mate, Kraft Heinz secured 1st Place in the AI category at the 2026 Involves Awards, recognizing projects that transform strategy, data and execution into real-world retail and trade marketing results.

Technologies used

• Python (Azure ML): Used to build and deploy the machine learning models at the core of Data.Mate’s intelligence, processing both historical and real-time data.

• Vue.js e Nest.js: Selected for user interface and backend framework development, ensuring a seamless user experience.

Key Metrics

371% growth in active users

527% increase in Sales Executive engagement

88% adoption rate among Sales Executives

Data.Mate heavy users outperformed the company average by 7%

A 20% contribution toward Kraft Heinz Brazil’s 3-year margin growth ambition.

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