December 3, 2020

Marketing Dive: PepsiCo’s in-house technology informs radical shift to digital

  • Science4Data Article Insights
Book a Demo
  • This field is for validation purposes and should be left unchanged.
Science4Data Article Insights

https://www.marketingdive.com/news/pepsicos-in-house-technology-informs-radical-shift-to-digital/589792/

PepsiCo's in-house technology informs radical shift to digital

2020-11-30 00:00:00, Peter Adams, Marketing Dive

Content Categorization
/News/Business News
/Food & Drink
/Business & Industrial/Agriculture & Forestry

Word Count:
1464

Words/Sentence:
27

Reading Time:
9.76 min

Reading Quality:
Adept

Readability:
13th to 15th

Media Sentiment
Proprietary sentiment analysis on both the headline and body text of the article. Sentiment scores range from -1 (very negative sentiment) to 1 (very positive sentiment).
RCS Analysis
Relative scoring for Risk, Crisis, and Security language within the article.
Risk Score
Scoring based on the composite risk, security and crisis language within an article compared to a baseline of historic analysis across thousands of diverse articles.
PESTEL Scope
Analysis of article orientation across the PESTEL macro-environmental analysis framework. Learn more about PESTEL.
Entity Word Cloud
Key people, places, organizations and events referenced in the article, weighted by frequency and colored based on contextual sentiment.
Auto Summary
Condensing key features of the article based on salience analysis. Helpful for “gisting” the article in a time crunch.

The move to rework measurement and place a bigger spotlight on in-house technology followed years of growing internal investments in adjacent areas like e-commerce and media buying and planning at PepsiCo, as well as complementary hiring initiatives in specialties like data science and software development.

Even as it represents an ambitious wager on in-house technology, ROI Engine hasn't deprecated PepsiCo's work with external agencies, per Venugopal.

ROI Engine's genesis predates the pandemic, with the idea around the technology first emerging a year and a half ago amid a broader reassessment of PepsiCo's marketing measurement, per Venugopal.

Increasingly central to the marketer's strategy for thriving during and after the COVID-19 pandemic is an in-house technology called ROI Engine, a machine learning-powered measurement system that PepsiCo says allows it to make smarter decisions in measuring campaign effectiveness and return-on-investment (ROI), hence the name.

PepsiCo marketers for a long time held an "informed gut feeling" that TV wasn't providing the same returns as digital, according to Venugopal, and ROI Engine added new credibility to those claims and the confidence to actually make the shift away from linear media, which has historically been a bedrock for many of its brands.

Keywords
marketing-tech, Data/Analytics, marketing, marketing-ad-tech, Ad Tech, marketing-dataanalytics, type-newspost, analytics

Share

Interested in Learning More?

Article Analysis is at the foundation of powerful media monitoring and insights. Learn what you can build with powerful curated search engines, real-time listening and trend analysis on the topics, markets and companies critical to your organization.