Kraft Foods translates big data into brand success

This event report demonstrates how Kraft Foods, the grocery group, is spearheading the data revolution, using the vast amount of data it collects to segment its audience for more effective targeting.

Kraft Foods translates big data into brand success

Stephen WhitesideWarc

Grocery manufacturers might seem like unlikely candidates to lead the data revolution.

But Deanie Elsner, evp/cmo of Kraft Foods Group Inc. – the owner of brands like Jell-O, Kraft Singles, Velveeta, Maxwell House, Oscar Mayer, Miracle Whip and Philadelphia – informed delegates at the Association of National Advertisers' (ANA) 2014 Masters of Marketing conference that the firm is, in fact, a powerhouse in the new, numerically-drive world of marketing.

"Kraft Foods," she said, "has an unprecedented amount of first-party data, in both terms of depth and breadth. How is...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands