2020-11-30 09:42:00, Peter Adams, Marketing Dive
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/Business & Industrial/Agriculture & Forestry
13th to 15th
"[We] can have that kind of conversation in a really clear way – not opinion-driven, but very much fact-based."
Even as it represents an ambitious wager on in-house technology, ROI Engine hasn't deprecated PepsiCo's work with external agencies, per Venugopal.
However, in putting some of its traditional media buys in the rearview, PepsiCo sets its sights on a digital ecosystem that's also rife with challenges.
CPGs are contending with new media networks from retailers like Walmart, Target and Kroger.
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.
Still, the extent to which the company has reallocated resources to digital since March is noteworthy and stands to transform its business in significant ways even after the health crisis ends.
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.
"We had measurement systems that were primarily outdated.
marketing-tech, Analytics, marketing, analytics, Tech, type-newspost, marketing-analytics, Marketing Tech
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