Fascinating view of what a big, close to the consumer company, is doing to figure out how their marketing works. A relatively rare mention of ROI as it measures efforts.
PepsiCo getting closer to the consumer with data analytics in FoodBusiness
BOCA RATON, FLA. — PepsiCo, Inc. is investing in its data analytics capabilities to stay ahead of the evolving consumer marketplace, said Hugh F. Johnston, chief financial officer, during the company’s Feb. 20 presentation at the Consumer Analyst Group of New York conference. As an example, he said PepsiCo is digitizing its marketing and consumer insights efforts.
“By enhancing our ecosystem of data and consumer insights, we can increase the efficiency of our promotions and become more dynamic with our A&M (advertising and marketing) spending, in effect, getting more growth for the same spend,” he said. “This includes leveraging our in-house automation capabilities to deploy targeted higher R.O.I. (return on investment) marketing programs in a manner that's both efficient and scalable.”
With algorithms the company continues to “train,” Mr. Johnston said the company is improving marketing R.O.I. on a continuous basis.
“We can tailor and target ads with greater precision, optimizing the R.O.I. of individual campaigns or of the digital elements of the media mix and building a single view of the consumer by integrating consumer data from various sources, such as C.R.M. data, brand sites, cookie and I.D. data as well as second-party and third-party assets,” Mr. Johnston said. “By capturing and analyzing more granular consumer-level data, we can understand the consumer in a more individualized way to both customize communication and execute in every store with precisely the right products in the right location at the right price.” .... '
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