Kellogg’s, the FMCG manufacturer, has built capabilities that enable it to rapidly adapt its strategy, targeting, content and marketing channels thanks to a system known as the KUBE.
Chris Osner-Hackett, senior director/global marketing operations at the Kellogg Co., discussed this subject at the Association of National Advertisers’ (ANA) 2018 Data and Measurement Conference.
The KUBE, he reported, provides a real-time evaluation of campaign data for each Kellogg’s brand through drawing on a wide range of data sources. This information is available on interactive dashboards, and enables rapid decision-making.
“Brands have leaned into the KUBE for social listening to really latch onto consumer insights and trends,” Osner-Hackett said. (For more, read WARC’s in-depth report: Kellogg’s meets Netflix: Earned media lands in shopping cart.)
“Brands are leaning into data – consumer-affairs data from emails and phone calls, as well as social listening and insights.”
Elaborating on this theme, Osner-Hackett drilled down into the KUBE’s capabilities. “KUBE sessions fuel the assessment of data for strategic insights to data that performs in-market optimizations in real time,” he said.
“We can tell if we have the right target, the right message, and the right mix of partners. And we can adjust on the fly, based on in-flight optimization tools.”
The insights from the KUBE are shared among creative, media and brand teams at Kellogg, to ensure all key stakeholders can make decisions in a smart, streamlined manner.
“It takes an army – connecting every team with data through our centralised KUBE – to continually assess and optimise our ecosystem,” said Osner-Hackett.
Offerings from Rice Krispies Treats to the Joyböl breakfast brand have benefited from the KUBE’s insights in making sure they are meeting consumer needs.
And by tapping into this information – from first-party data to figures from “data-driven ecosystem of partners” in the media, verification, and measurement spaces, plus third-party insights – Kellogg’s brands can be truly consumer-focused.
More specifically, Osner-Hackett explained, they now have the tools “to measure and optimise their plans based on return on adspend to [the] targeting approach.”
Sourced from WARC