Jennifer Muse is tasked with using digital data to enhance General Mills’ understanding of its customers.
While the Minneapolis, Minnesota-based food company owns numerous brands that are familiar to almost every American shopper – including Betty Crocker baking products, Cheerios breakfast cereal, Progresso soup, and Green Giant vegetables – its knowledge of the people who buy these goods has sometimes been piecemeal at best.
“There's not a whole, holistic look at what the consumers are doing,” Muse – who was named as General Mills’ global e-commerce and customer...