I note in particular here the use of third party data to integrate with their own. Good case study for CPG. It is becoming common to understand and utilize free and syndicated data to apply with your own. This requires understanding the parameters for useful integration. This also speaks to the increasing value of internal data in this integration. How do we understand the value of these data assets? An Opportunity for a cognitive advisor? Used with specific analytic solutions? More thoughts on that to follow.
How Kraft uses data integration to boost ROI
Kraft's focus on data integration following its split from Mondelez allowed the company to leverage consumer information to optimize the effectiveness of its data, infrastructure and content and increase its return on investment, Kraft Vice President of Media and Consumer Engagement Bob Rupczynski said. For example, Kraft used first- and third-party data to find that its Planters brand could be marketed to female consumers seeking healthy nighttime snack options, he said ... "
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