US-French multinational food group, Danone has partnered with American multinational food company Kraft Heinz in continuous investment in first-party data capabilities to increase the ability to understand consumer preferences amid shifting privacy regulations.
Both companies are leveraging data-enablement platform provider LiveRamp’s Safe Haven environment to access segment and transaction-level data from IRI.
IRI, which recently merged with The NPD Group to create a leading global technology and data provider, and LiveRamp have announced they have further strengthened their partnership by offering transaction data for 45 million households.
The partnership will also provide data on IRI’s ProScores purchase-based propensity that is within the LiveRamp Safe Haven platform.
IRI’s ProScores also provides insights on surrounding household purchase propensity in the addressable United States and displays the value range.
IRI and LiveRamp are touting the enhanced partnership as able to help consumer goods marketers improve their planning, targeting, activation, and measurement through first-party data collaboration and enrichment, with transaction data providing access to purchase time, product name, brand name, quantity, price, and basket total, as well as primary and secondary category information.
High-quality data is a key element in supporting Kraft Heinz’s digital transformation, noted Greg Younkie, a data scientist at the company, in a statement.
As part of this, the company is focusing on creating a closed-loop discipline to continually acquire first-party data at scale and then enrich it with third-party data while using machine learning to identify targeting, messaging, placement, and creative combinations to drive personalized marketing.
“The right mix will drive brand growth so we can quickly activate these opportunities with greater scale and investment,” Younkie added.
For Danone, moving into a cookieless world and growing security concerns motivated the company to find safer and more effective ways to ID their customers.
The dairy has started augmenting datasets with IRI’s audience segments in Safe Haven to both enhance targeting and expand its scale and reach.
Manuel Cimarosti, Danone’s director of media, data strategy, and measurement analytics, said they’ve recorded positive results that indicate improved targeting precision and increased return on ad spend (ROAS).
In February, Kraft Heinz took a turnaround strategy that included deeper investment in its consumer insights capabilities, through a new data platform known as Kraft-O-Matic.
The Philadelphia Cream Cheese owner teamed with Google Cloud for a multi-year strategic partnership to improve consumer understanding and personalization.
Artificial intelligence and machine learning will drive real-time data insights that Kraft Heinz will use to inform new food flavors, formulations, and products — with the Kraft-O-Matic data platform supplying information to fuel innovation, product development, and business operations.
The company will also leverage Google’s data and analytics technologies and Google Ads to elevate its e-commerce marketing strategy and advance digital transformation.
In addition to Kraft-O-Matic, it will leverage Google’s first-party data warehousing to personalize consumer experiences and customer service.
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