Following the successful implementation of Salesforce Marketing Cloud, PepsiCo asked DEG to produce a report for evaluating its email efforts across its business units.
The path to purchasing snack foods and beverages can vary from a split-second decision in the checkout line to a careful plan to prepare for your next family gathering or celebration. To meet consumers in the right moments and drive purchases for both immediate consumption and grocery planning, brands need the ability to activate 1:1 marketing at scale. And that requires having the right data and technology to gain insight into the messages and channels that engage best in those moments.
PepsiCo is a multinational food, snack, and beverage corporation with a product portfolio including 23 billion-dollar brands like Quaker, Lays, Gatorade, Doritos, Mountain Dew, and Pepsi. Following the successful implementation of Salesforce Marketing Cloud, PepsiCo asked DEG to produce a report for evaluating its email efforts across its business units.
To select the best opportunities for 1:1 marketing growth, marketers need data visualizations that are clear, understandable, and representative of real-time consumer engagement. To meet these needs, PepsiCo and DEG sought to transform the consumer relationship marketing report and improve data transparency and access to real-time performance metrics for the organization.
PepsiCo was already using Datorama for evaluating its paid media efforts, so it made sense to see if the platform could also provide insights on owned-media efforts like email and SMS communications. DEG and PepsiCo evaluated Datorama and developed a plan for creating a real-time interface that would showcase the complex marketing data in a transparent and useful manner for all.