PepsiCo has leveraged its data operations to establish a transparent system, enabling the beverage giant to connect with global consumers systematically. PepsiCo is doing this by attending major events like the Super Bowl Halftime Show and prioritising contextual and psychographic marketing instead of demographic. PepsiCo is utilising the first-party data to better know its customers and deliver relevant content. Along with investing in the foundational capabilities, PepsiCo is supplementing the second and third-party data to drive segmentation, create consumer profiles, and reimagine its media strategies from the consumer’s viewpoint.
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