Naujienos

Atin Kulkarni is the head of PepsiCo’s global media and data center of excellence. Here he shares advice for video advertisers who are looking to get more out of their measurement strategy.

 

After many years as a marketer, I’m no stranger to navigating a crisis. But the current one is uncharted territory. In a matter of weeks, the coronavirus pandemic changed life as we knew it, forcing major behavioral shifts and accelerations in consumer trends.

 

PepsiCo is a company with 280 different brands under one umbrella. As a marketing team, our mission is to build intimate, direct relationships with billions of people and to bring our brands to life through those interactions. When billions of people’s lives change drastically, it’s our job to adapt and figure out the best way to show up. So having a flexible, measurable video marketing strategy has never been more critical — for PepsiCo or for any company. But pulling it off isn’t easy.

 

For a few years now, my team and I have worked to gain a more holistic picture of our marketing and its impact by investing in new tools, technology, and organizational change. As immensely challenging as the past several months have been, these investments have helped us quickly pivot to address our consumers’ evolving needs, and continue to drive efficient impact across our brands globally.

 

We know we still have work to do but are confident we’re on the right track. Here are three lessons we’ve learned that I think other global brands can find useful.

 

1. Transform how you measure

Underpinning everything we do is a new approach to measurement based on an internal system we built called “ROI engine.” It has helped us reinvent how we use marketing mix modeling (MMM) and get a clearer picture of how campaigns impact business results across our top markets.

2. Adopt global norms that allow for nuance

One size does not fit all during the best of times, let alone during a pandemic that impacts every market differently. Still, we’ve found it important to establish a few creative and media best practices that are universally applicable across all geographies. This helps us ensure baseline effectiveness for our brands.

3. Apply a test-and-learn mindset to unlock innovation

Innovation is core to everything we do at PepsiCo, whether it’s product development or marketing strategy. Prioritizing a robust test-and-learn agenda that has clear goals, budgets, and measurement has empowered us to look forward and think bigger by making our creative more effective and our media more efficient.

 

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