Julie Bowerman, Chief Marketing Officer of Kellogg Company, joins hosts Rachel Tipograph & Sarah Hofstetter to discuss evolving marketing measurement in an omnichannel world. Julie first recalls her experience working for Coca-Cola and how educational it was for her to work there as eCommerce for food and beverage was emerging. Further, she talks about the importance of culture and how she’s bringing that mentality to Kellogg.
Julie explains integrating commerce as a mindset in the marketing journey of a brand. She talks about adjusting to COVID and the discipline the team at Kellogg had to develop. In closing, she stresses the importance of connecting the bottom to the top of the marketing funnel and measuring marketing using but not limited to media mix modeling (MMM), highlighting data and analytics as key indicators for success and strategy.
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