The project consists of resolving the two barriers that the company has detected within its Marketing department, which are a lack of a common language that would enable more efficient decision-making and the current complexity when it comes to controlling the customer journey in the different scenarios that the company manages. To achieve this, Telefónica Tech has acted as a hinge, through the strategic consultancy and data analytics service, making it possible, by extracting the value of Mahou San Miguel's data, to resolve the lack of uniformity in the languages and to predict which strategies will be most effective in achieving its business objectives.