• by Laurie Sullivan , Staff Writer @lauriesullivan, March 13, 2015

There are more than 200 million beer kegs floating around the U.S. and Daniel Gutwein isn't sure if anyone knows where they are located. Enter iKeg, an Intel app that tells where the kegs are located and know much beer remains in each. It's for real. Sensors identify the location and contents of the kegs. Intel Director of Retail Analytics Daniel Gutwein told OMMA SXSW attendees Friday while talking about the Internet of things. It's a supply chain application, similar to those used by brands to track goods and services from raw materials to manufacturing to retail store shelves.

Interesting that Intel is bringing supply chain manufacturing techniques into retail stores enabling them to integrate beacons and collect data. It's about taking actionable insights, centralizing data, and getting rid of the data that doesn't perform.