The Kellogg Co.'s journey to "agile ROI"

Stephen Whiteside

The Kellogg Co., the food company, has invested considerable effort in building an analytics toolkit that can meet evolving needs in the marketing space.

The Kellogg Co. believes that "agile ROI" – a rapid, flexible approach to measuring return on investment (ROI) – can help its brands generate the maximum benefits from their marketing spend.

And Jeff Doud, Director/Marketplace Analytics at Kellogg, suggested this strategy draws on a test-and-learn philosophy: Advertising messages are delivered in close-to-real time, but the lessons from those quick-time placements have longer-term implications.

"The logic is simple: You find out what's working [and] what's not working; you reallocate your information, or you reallocate your investment, to what's working more quickly; and you build at a higher pace," he explained at...

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