Data to Nowhere

Dave Burwick, Pepsi’s CMO, just mentioned on a panel at the IAB’s Mixx conference that his company has “in the double digits of millions” of names and e-mail addresses in its database, thanks to consumers opting in to all sorts of contests and promotions, both online and off.

Q. “What are you doing with all that information that comes into your database?”

Burwick’s answer: “I really don’t know.”

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