PepsiCo Beverages on testing and learning its strategy in a fragmented media landscape

By Kimeko McCoy – February 6, 2024 – 3 minutes checked out –

That reality is among the important things that keeps Katie Haniffy, senior director of media method and financial investment for PepsiCo Beverages, up during the night, she stated.

“The procedure has actually altered,” Haniffy stated on the most current episode of the Digiday Podcast. “Really, there’s most likely 3 things that are going, eventually, to affect our procedure.” That’s the flourishing developer economy, the increase of CTV and retail media.

On this episode of the Digiday Podcast, we overtook Haniffy to discuss modifications in the media landscape, how PepsiCo Beverages is staying up to date with them and, naturally, what measurement appears like in a fractured market.

Below are highlights from the discussion, which have actually been gently modified and condensed for clearness.

Internal information in the middle of personal privacy guidelines

We need to ensure that we are 100% personal privacy certified– keeping the customer personal privacy, the information all on the uppity up. That is top priority. Intriguing enough, we have actually been on this information journey over the last number of years in preparation of essentially whatever transitioning to over some sort of digital advertisement tech platform. We have a fantastic internal service. We call it CDNA (Consumer DNA) which is a mix of first-party and third-party information, that includes buyer habits all the method to behavioral insights, enthusiasm points. We can scale that information up and down. That information is actually utilized to notify how the brand name and imaginative is going to get in touch with the customer at the preparation phase all the method to the digital activation phase. Having the ability to use this information to trigger our media purchases has actually been extremely really effective and efficient, driving more instant efficiency for us to be able to provide the innovative message to the best customer due to the fact that we understand a bit more about the customer.

The hot subject of AI

In regards to AI, and particularly for media– while there are definitely utilize cases in imaginative and other locations within the company– however for media particularly, we’ve been evaluating AI with a variety of partners. OMD, particularly, who’s our firm of record, who is a remarkable partner on utilizing AI to truly enhance our digital buys in genuine time. Taking some of the handbook, hands-on-keyboards off of it, setting the KPI and then letting the maker discovering actually enhance, discover the ideal customer at the ideal time and provide the message. We’ve seen some early success with it in increasing viewability, increasing sales lift, definitely. Even there’s some expense performances there. That’s something that we’re going to wish to begin to broaden as the ability grows within the walled gardens and outside the walled gardens.

Measurement melee

[Unstandardized measurement] does produce more difficulties from the conventional mix modeling. We do have our own internal tool called ROI Engine, which is right now, the one source of fact that we have, that truly determines holistically, all of our marketing activity– particularly even media. It does come down at the granular level for particular platforms and projects so we can then see what is returning much better on financial investment versus something else. That is, today, the very best source we have. Now, we’re definitely going to supplement that measurement with third-party research studies, brand name lift research studies. Returning to retail media, they all have services also that we’ve been partnering with them to do a test and discover technique to comprehend what’s driving incremental sales, what is driving brand name association.

https://digiday.com/?p=533831