PepsiCo’s move from using data for broader efforts like getting products into big box stores or through major events like the Super Bowl Half Time Show and focusing more on less demographic and more contextual, psychographic marketing helped the conglomerate optimize its offerings in different parts of the world while building trust and transparency.
Leaders of PepsiCo’s Data and Analytics team Shyam Venugopal and Mark Risis took us through their journey to build progressive, privacy-compliant insight data collaborations for a new era during Adweek’s Mediaweek.
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