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Trust Your Gut and Validate with Data: How Smithfield Foods Uses Unified Marketing Measurement

Tue, Dec 18, 2018 1:01 PM EST{LOCAL_TZ}


Strong marketing decision-making can’t be based on emotion. Sure, that big sponsorship makes sense. But how do you prove it with data? That’s a challenge that Smithfield Foods and some of its key brands like Eckrich and Nathan’s faced. In order to justify key marketing decisions related to ad spend, existing sponsorship programs and other resources, the company has turned to unified marketing measurement built on real-time data. The result: Greater transparency and more strategic outcomes. 

Hear directly from Smithfield Foods and Keen Decision Systems about how the company has used a data-backed strategy to optimize its marketing mix and validate what used to be gut-instinct decisions. You’ll find out:

  • How Smithfield marketers now use data to challenge deep-seated conventions
  • What the shift to unified marketing measurement has meant to brand strategy
  • How the company plans to extend its programs over the next year


Elizabeth DiJohn
Director of Marketing  
Smithfield Foods

Elizabeth leads the Eckrich and Nathan’s brands at Smithfield Foods. She has spearheaded their foray into unified marketing measurement. DiJohn’s team excels at distilling and acting on the insights with a high level of agility.

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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