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Kraft Foods “Follows The Consumer” Using Big Data And Social Media

September 17, 2014: 12:00 AM EST
Food marketer Kraft is using the latest information technology advances – especially Big Data and digital marketing – to better understand its customers and to better reach them. Big Data allows Kraft to use massive computing power to gather and analyze all the information being generated internally and externally. It then applies the insights gained to make sure its “center store” product line “follows the consumer”. Kraft is using the newfound insights to target Millennials, Hispanics, tech-savvy shoppers and others through social media, de-emphasizing more traditional ad media.
Dale Buss, "Kraft Using Big Data and Digital Marketing", CPG Matters, September 17, 2014, © CPG Matters
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