About this event
The last two years have been fraught with “severe disruption” to say the least. Daily changes in consumer behavior have not only become the norm, but they've impacted everything from shopping, dieting, and snacking to binge-watching and cooking at home more often. And while those in the food service industry were forced to make detrimental pivots, or close their doors entirely, The Hershey Company made a few key strategic decisions that resulted in a 6.4% increase in net sales.
But, their success didn’t come without the same common data challenges that afflict over 47% of marketing departments…
For example, when Hershey’s identified that their consumer data wasn’t reaching the right stakeholders, they quickly elevated their cross-functional research practices to direct those timely insights to the teams who could strategically impact the bottom line.
Those improvements to cross-functional data collection opened the door to a superior understanding of emerging behavioral insights, as well as critical changes in e-commerce and work-from-home trends (like a 4% increase in in-home snack consumption). Most importantly, it taught them that the key to success was to place real-time, democratized insights at the center of your organization.
In this free webinar with Bloomfire and The Hershey Company, you’ll have an opportunity to gain an insider view into the game-changing insights practices, internal frameworks, and strategic decisions that helped along the way.
Hosted by
Leigh Anne has over 15 years of B2B marketing experience. As Senior Director of Marketing, she helps shape the customer journey and provides a platform for Bloomfire customers to share their success with their peers.
As the Senior Director of Consumer Insights, Erica is responsible for driving Hershey’s consumer understanding across the organization, focusing on leveraging consumer-driven data to identify insights that will unlock growth within Hershey's brands.