The concern for PepsiCo is a common one: "We need to have a tool – and a methodology – to get more granular in the way we look at our digital campaigns."
Beth Bubon, Analytics Director at PepsiCo's North America Nutrition Group, was even more specific: "We wanted to know, by publisher, where we were going to get the most bang for our buck," she explained at a "Digital Optimization: Strategies for Success" session at the Advertising Research Foundation's (ARF) 2017 Audience Measurement Conference.
In a study PepsiCo commissioned from IRI, for instance, "we saw pretty strong lifts across all...