Julie Bowerman of Kellogg Company on omnichannel marketing, leveraging media mix modeling, and using analytics to build strategy
BRAVE COMMERCE
00:00
The Consumer Loyalty Program - What's the Difference?
Kellogg's is moving away from a loyalty program to more first party data as a capability that kind of powers into our marketing. The primary way we've historically captured and used that data is through the loyalty mechanic and a loyalty program. We're not thinking about it as it's going to be replacement of second and third party data sources. Julie, I just want you to know how refreshing this conversation with the CMO is for us.
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