When I started as a brand manager at Kraft Foods, our focus was on driving consumption and shipments to retailers. We did this through increased advertising and effective in-store promotions.
We used data to drive decisions. We were focused.
Our scorecard was (and maybe still is) the weekly retail scanner data that informed us of how successful our programs were in the market. Religiously, every week, we looked at the consumption and shipment metrics. We monitored our advertising campaigns with the same rigor. How was TV performing compared to print or in-store? Was the mom-centric campaign outperforming the kid-centric campaign?
This was over a decade ago. Using data in marketing is not a new way of operating. Read More →