Knowledge has by no means been extra essential for entrepreneurs, and CPGs have an excellent bigger hurdle to beat with restricted entry to first-party information. This has made it a problem to grasp audiences, make knowledgeable selections, and measure actions and investments. However with rising stress to personalize the patron expertise as viewers behaviors more and more shift on-line, manufacturers like Kraft Heinz are taking management of their information, and their expertise partnerships, to drive digital transformation.
In a current webinar, A Kraft Course in Cloud Knowledge Infrastructure and Distinctive Buyer Experiences hosted by AdWeek, Katrina Cho, Head of Cloud Partnerships at LiveRamp sat down with Jason Huertas, Lead Product Supervisor at Kraft Heinz, and Giusy Buonfantino, VP of CPG Business Options at Google Cloud, to debate how they created an information surroundings that each deepens buyer relationships and accelerates progress throughout Kraft’s complete worth chain.
In the course of the dialog, Jason gave an outline of Kraft Heinz’s advertising. “The place we began was that we didn’t really want to have an engagement with the patron. We offered into retailers and the customers went to retailers after which they purchased our merchandise there. When it got here to advertising, we would have liked mass media like billboards and conventional TV. We didn’t actually have the kind of shopper intimacy that you just want as we speak, the place everybody has a cellphone of their palms, everybody has a number of gadgets, everybody’s on social media, issues transfer actually shortly. “
Jason then shared the second Kraft Heinz realized they needed to construct extra intimate buyer relationships and develop their first-party information.
On this subsequent clip, Giusy explains whether or not or not Kraft Heinz is a typical CPG, and why having a first-party information technique is now a mandate.
Jason adopted these ideas by saying, “On the finish of the day, information is the gold and the gas to drive all of those programs. And should you don’t have that first-party information—that engagement with the patron—you gained’t know easy methods to anticipate the patron’s wants. Positive, you possibly can exit into {the marketplace} and purchase third-party information sources, however your rivals can do this too, so your first-party information goes to be your benefit to actually beat your rivals on this panorama.”
He then tells CPG entrepreneurs the worth of getting LiveRamp and Google Cloud as a part of your tech stack.
To study extra about Kraft Heinz’s information technique and digital transformation, watch the complete replay. Able to get began? Electronic mail us at [email protected]. We’re right here to assist and reply all of your questions.
