BATTLE CREEK, MICH. – Charisse Hughes, Global Brand Manager and Head of Advanced Analytics at Kellogg Co., recently posted on Social K: Kellogg Company Blog, outlining three data-driven strategies for building brands. Ms. Hughes’ advice explores the role of artificial intelligence (AI) in building consumer relationships and ways Kellogg’s advanced analytics team can work with AI to foster brand growth culturally. relevant.
The first strategy, “Priorize the most important and valuable data,” focuses on using data collected from consumer interactions, transactions, and behaviors. Synthesizing data from multiple sources is essential at this stage, said Hughes. One of the ways Kellogg collects direct consumer data is through the new Antenna platform – an invitation-only online portal where consumers can provide real-time feedback on food innovations, which can then be quickly analyzed at using AI technology.
“We collect and analyze multiple sources of first-party data, including 33 million households from our Kellogg Family Rewards loyalty program and second- and third-party data,” Ms. Hughes said. “But the magic is in the integration and synthesis of data sources. As we cross multiple domains, transformations can occur and insights turn into opportunities for growth. »
The second strategy, “Recognize that AI cannot be separated from EDI and ESG objectives,” emphasizes the importance of using AI to support human intelligence, not replace it. Part of this approach is to ensure that, through the Equity, Diversity and Inclusion (EDI) and Environment, Social and Governance (ESG) programs, data collection is done with transparency to avoid potential biases in data analysis. Using four key pillars – Collect, Protect, Enable and Communicate – Kellogg seeks to formalize ethical accountability throughout the data collection process.
The third and final strategy, “Break down silos and promote cross-collaboration”, insists on the need for continuity of reflection and involvement between the teams.
“Information silos can create challenges in businesses, so it’s critical that all employees involved work in sync,” Ms Hughes said.
To encourage cross-collaborative connections, the Kellogg marketing team hosts quarterly internal data and analytics summits in partnership with the global IT team. These summits are held with the goal of providing employees with increased transparency throughout the process of collecting and analyzing consumer data.
“As marketers, we are responsible for ensuring that our food, our communications and our teams reflect the diverse experiences of consumers,” said Ms. Hughes. “By leveraging advanced data and analytics, we can better understand the lived experiences of customers and represent them authentically in our creatives, messaging and food.”