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PepsiCo’s Mark Kirkham On New Data Partnerships
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As consumer goods manufacturers and retailers rethink how they collect and leverage consumer data, it has them reinventing their external partnerships. PepsiCo is not only entering first-of-its-kind relationships with companies like Spotify and EA Sports, but it’s also looking ahead to how it might use the data to drive further value at retail and for its retail partners. In this episode of Tech Transformation, we’re talking with Mark Kirkham, SVP and CMO of PepsiCo’s international beverages business, about some of the new ways they’re collecting data, how their partnerships are driving value well beyond brand awareness, and some of the technologies that are connecting the dots.
Listen to learn:
•Why PepsiCo is forming and expanding partnerships with organizations like Spotify, EA Sports, and UEFA
•How these partnerships deliver value to PepsiCo’s retail partners
•How they’re leveraging consumer insights in new ways
•How they’re tracking progress, tying it back to marketing, and the metrics they use
•How they’re using these insights elsewhere
•Some of the ways they’re leveraging technology to ensure experiences are personalized and authentic
•How they navigate the expectations of hyper-personalization as a large global company
•What’s next for tech-driven experiences at PepsiCo
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