Sonoma Valley Vintners & Growers Alliance to launch new data-mining project
The Sonoma Valley Vintners & Growers Alliance (SVVGA) announced at its annual State of the Alliance meeting last month that it will launch a partnership with an online data-mining platform that allows wineries to better understand their own numbers by comparison with their peers.
Founded by John Keleher, the Community Benchmark platform uses proprietary algorithms to measure the relative success of tasting rooms within a geographic area and, through a private website, anonymously shares personalized, actionable metrics. The service will be available to all vintner members of the organization. Additionally, SVVGA will receive a regional subscription and gain insights and comparative analysis on the Sonoma Valley region compared to other wine regions in the United States, to unlock insights to new growth strategies.
“One of our themes for 2020 is business intelligence,” said Maureen Cottingham, executive director of SVVGA, in a press release announcing the initiative. “The majority of our vintner members stated their number one priority to their business was driving qualified visitation to their tasting rooms. By partnering with Community Benchmark, Sonoma Valley wineries will have the data to better identify their blind spots and in turn run their businesses more effectively which will result in positive growth.”
Community Benchmark provides wineries with a “refined layer of pooled data to give you exclusive insight into your business,” according to Keleher.
More than 150 vintner, grape grower, and business associate members of SVVGA gathered at the Fairmont Sonoma Mission Inn & Spa in February to learn the major initiatives and partnerships the organization will roll out in 2020.
The Sonoma Valley Vintners & Growers Alliance is a nonprofit organization serving over 500 members. Sonoma Valley comprises six of the 17 American Viticulture Areas (AVAs) of Sonoma County: Bennett Valley, Los Carneros, Moon Mountain District, Sonoma Coast, Sonoma Mountain and Sonoma Valley.