“In case your mission is to make life scrumptious, how do you utilize knowledge to ship on that globally?”
This was the query Kraft Heinz got down to reply—however first, they needed to optimize their large, fragmented knowledge ecosystem. At RampUp 2023, LiveRamp’s annual industry-wide convention, Jason Huertas, Lead Product Supervisor, Advertising Expertise, North America Zone; and Sid Mandati, Group Lead, Information Engineering from Kraft Heinz; shared how they optimized and enriched their first-party knowledge by growing the Kraft-O-Matic, a client insights engine, and created new ROI and improved client experiences.
By leveraging tech companions, Google Cloud and LiveRamp’s clear room, to counterpoint their first-party knowledge, Kraft Heinz used knowledge collaboration to activate paid media campaigns and measure incremental gross sales raise to grasp media effectiveness. Since combining first-, second-, and third-party knowledge within the Kraft-O-Matic, Kraft Heinz has greater than doubled their client insights in lower than two years. So the place did this journey start?
How do you join 150+ years of knowledge? With the precise companions.
Regardless of having 99% market penetration within the U.S. and proudly owning greater than 200 manufacturers as one in all the biggest meals and beverage corporations on this planet, the Kraft Heinz Firm solely had electronic mail addresses for about 17 million recognized clients. By their tech partnership with LiveRamp, Kraft Heinz has enriched and consolidated their first-party knowledge with third-party datasets for a forward-looking advertising technique—making a deeper view of what shoppers actually needed and wanted, extra partaking artistic campaigns and trackable ROI.
“Now we’re at a spot the place we’re assured that our first-party knowledge goes to take us ahead after which construct extra relationships with our shoppers,” Mandati mentioned.
Watch this fireplace chat from RampUp 2023 to learn the way Jason and Sid aligned Inner and tech companions to create the Kraft-O-Matic and remedy right now’s knowledge challenges, together with consolidation, cleaning, and shifting past cookie deprecation. They deep-dive into:
- How one can apply the cloud and AI to develop a bonus
- Kraft-O-Matic infrastructure foundations
- How one can enrich first-party knowledge with a future-looking mindset
See the complete dialog right here.
