The CPG holding company Kellanova, which owns Pop-Tarts, Pringles, Eggo and many other well-known grocery brands, is perusing data suppliers in pursuit of purchase data to snack on.  The person who’s in charge of taste-testing those retail data suppliers is Paul Loukes, Kellanova’s senior director of data-driven marketing.

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“It’s a job I convinced the CMO that she should create,” he told AdExchanger.

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Naturally, some of Kellanova’s newest potential data partners involve generative AI, he said. But there is also a growing number of data suppliers with different approaches to measuring retail store sales, such as Becausal (formerly Scanbuy), which collects data from a consumer shopping app and other retail loyalty programs.

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Read the full article on AdExchanger: https://www.adexchanger.com/commerce/how-kellanova-feasts-on-purchase-data/

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