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...