Kellogg’s Will Launch Cross-Digital Data Portal
CPG giant builds center for consumers’ mobile, email, social, web, and location info.
CPG giant builds center for consumers’ mobile, email, social, web, and location info.
Kellogg Company is building a global CRM web portal that appears to take a page from the social media-driven online centers created by Dell and Gatorade in the last year.
The Battle Creek, MI-based CPG giant is working with Epsilon to build the system, which will include a preference engine where consumers will be able to opt into brand-specific mobile and email lists, as well as social media pages. While customer service seems to be an important driver, the web portal will also act as a cross-digital segmentation initiative that accrues consumer demographic info from North America, Latin America, Europe and Asia Pacific.
Announced last week, Kellogg’s and Epsilon have declined the opportunity to discuss the web portal’s specifics. But it appears that the CPG firm is rededicating itself to leveraging digital media to infuse consumer data into advertising efforts. According to a prepared release, the web portal will help Kellogg Company marketers design marketing programs based on individuals’ stated preferences, demographics, and inferred needs.
Larry Bruck, senior VP of global media and marketing operations at Kellogg, said in a statement that “we will leverage consumer opt-in information to build deeper and more valuable relationships with our consumers by creating highly personalized experiences with each individual.”
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceFor successful brand campaigns that emerge based on real-time reactions to culturally relevant events, marketing automation capitalizes on these momen...
View articleThis is a roundup of new hires and promotions in the digital marketing industry during April of 2015. Read More...
View articleNot surprisingly, brands continue to roll out hashtags, microsites, apps, and videos to cater to Olympic excitement. But whether this leads any additi...
View articleThe initiative, The Great Eggo Waffle Off, is intended to demonstrate waffles are appropriate any time of day. Read More...
View articleNew execs at Varick Media, Electus, and imc²; Nurun acquires Odopod. Read More...
View articleAs email prices drop, companies like Epsilon look to add revenue streams by building agency services portfolios. Read More...
View article