Build a Breakthrough Measurement Strategy: How Mentos Stays Fresh Through Real-Time Decisions

Wed, Oct 10, 2018 1:02 PM EDT{LOCAL_TZ}



Summary

You improve what you measure, but in today’s market, you’ve got to measure better and faster to optimize real-time insights and create first-mover advantage. That’s what confectionary giant Perfetti van Melle (PvM)—known for Airheads and Mentos—does by aligning its planning with how customers are consuming media. By using technology-driven data access, it is moving into real-time decision making. 

Bill Mackison, consumer insights lead for Airheads and Mentos, along with Keen Decision Systems CEO Greg Dolan, will share some of the learnings and best practices that PvM has used on its measurement journey. You’ll find out more about:

  • What measurement strategies you can implement for 2019 
  • How to upgrade your targeting away from GRPs to reflect how your customers are consuming media 
  • Practices to ensure your current metrics are reliable indicators of business lift

 
 Speakers

Bill Mackison
Consumer Insights Lead
Perfetti Van Melle USA

At PVM, Bill has been a key resource in leveraging the company’s marketing mix analyses to drive decision-making and measurement. He cut his marketing insights chops over more than a decade as P&G’s global consumer market knowledge manager.

Greg Dolan
CEO and Cofounder
Keen Decision Systems

Greg cofounded Keen Decision Systems after spending a decade as a CPG marketer with brands Campbell’s and Kraft. Keen is his response to the challenges and frustrations he experienced trying to make smart marketing investments with limited decision.

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