Kraft tackles advertising's data integrity problem
Stephen WhitesideWarc
Julie Fleischer, director/data, content and media at Kraft Foods Group, outlined a very clear – and very complex – agenda for the marketers attending Advertising Age's Data Conference 2014.
"We need to better understand, reach, engage, influence and reward our consumers than we ever have before," she said. "And we need different data and we need different toolsets to do it. So, over the past two years, Kraft Foods has invested heavily in building this vision."
Constructing a marketing function capable of fulfilling this goal is, unsurprisingly, no small task....