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Monday, March 30, 2015

Kraft Data Based Marketing

An example of data driven marketing, from Kraft.    " ... The company was wedded to a TV-centric model, wasn’t committed to measurement, and thought of media buying as the last step in a marketing plan. It also had a “do what worked last year mentality,” which led Kraft to plan for trends that were likely already outdated in the fast-moving digital world. When forming a reinvention plan about two years ago, Fleischer said the company told itself internally to expect that change will only get faster — there will never be a lull in which you can catch up. ... " 

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