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As part of the CMO Reboot Playbook: Realigning Resources for a Modern Marketing Support Mix, Pepsi CMO Greg Lyons shares how Pepsi uses in-house data to build authentic relationships with their customers.
Check out more plays from top CMOs and brand leaders here.
THE CHALLENGE
As marketers, we’re on a journey to make better decisions faster. Over the years, we’ve built a wealth of data. But the challenge is in how to leverage this data with efficiency, accuracy and speed—to get the right message to the right person at the right time.
Previously we were paying multiple vendors for data on our media performance that we were getting twice a year.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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