Charlie Chappell of The Hershey Company on retail media, retailer communication, and using data to strategize
BRAVE COMMERCE
00:00
First Party Data Can't Be the Whole Strategy
First party data is a part of our strategy, but it can't be the whole strategy. How do you set goals for that? Is it like, hey, we want to know 10% of US customers? Yeah, we're really in those stages right now determining what is sort of what's the optimal level of to get because at some point you're getting more, but then to go get more, you have to spend more.
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