How Kraft Heinz Unlocks New Customer Insights with First-Party Data
RampUp 2023: Innovation Studio
If your mission is to make life delicious, how do you use data to deliver on that globally? Watch this session featuring Jason Huertas and Sid Mandati from Kraft Heinz, who will share how they collaborate with internal stakeholders and technology partners to leverage Kraft Heinz's enterprise data to uncover consumer insights and drive ROI across media investments. Jason and Sid have led the creation of Kraft Heinz's proprietary consumer insights engine, dubbed the Kraft-O-Matic, leveraging Google Cloud and LiveRamp's clean room to enrich first-party data, activate paid media campaigns, and measure incremental sales lift to understand media effectiveness.
If your mission is to make life delicious, how do you use data to deliver on that globally? Watch this session featuring Jason Huertas and Sid Mandati from Kraft Heinz, who will share how they collaborate with internal stakeholders and technology partners to leverage Kraft Heinz's enterprise data to uncover consumer insights and drive ROI across media investments. Jason and Sid have led the creation of Kraft Heinz's proprietary consumer insights engine, dubbed the Kraft-O-Matic, leveraging Google Cloud and LiveRamp's clean room to enrich first-party data, activate paid media campaigns, and measure incremental sales lift to understand media effectiveness.
