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PepsiCo expert on leveraging technology to future-proof personalisation

For years, brands have been perfecting personalisation strategies that resonate with consumers and make them feel like individuals. For many B2C brands like PepsiCo, classic personalisation has meant plugging simple forms of data like email, names, addresses or recent purchases into outbound channel communications to ensure touchpoints are viewed as timely, relevant and contextual.

Tim Glomb, VP of content and data at Cheetah Digital and Chris Muscutt, head of martech at PepsiCo, recently discussed their take on the use of zero- and first-party data and technology to power effective strategies.

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