Spices, seasoning and statistics: How McCormick is tapping big data

Stephen Whiteside

This event report shows how McCormick – which manufacturers a diverse range of spices, herbs and seasonings – is using various forms of data to enhance its understanding of consumers.

Spices, seasoning and statistics: How McCormick is tapping big data

Stephen WhitesideWarc

Consumers have used McCormick's spices, herbs and seasonings to add a personal flourish to their favourite dishes for over 125 years.

In reflection of this long-standing habit, it is no surprise that the Sparks, Maryland-based firm is now using big data to monitor – and hopefully meet – the increasingly nuanced needs of its customers. "We have more options and more ways to look at the data than ever before," Jennifer LaFrance, its director/digital communications, told delegates at Advertising Age's Data Conference 2014.

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