Kellogg turns to Epsilon for global CRM

Kellogg has appointed data specialist Epsilon to build a global consumer website and customer relationship management and analytics platform.

Kellogg: signs Epsilon for global CRM
Kellogg: signs Epsilon for global CRM

The platform will allow Kellogg marketers to analyse customer behaviour and design and execute marketing programmes to drive consumer engagement.

The programmes will be personalised based on consumers’ stated preferences, demographics and stated or inferred needs.

Consumers can sign up for communications from Kellogg brands across North America, Latin America, Europe and Asia Pacific, and through multiple channels including email, web and mobile.

Larry Bruck, Kellogg’s senior vice president of global media and marketing operations, said: "Epsilon has the global reach, real-time capabilities and CRM expertise in the consumer packaged goods industry that makes them the best partner for Kellogg to further increase consumer engagement across all of our brands.

"By partnering with Epsilon, we will leverage consumer opt-in information to build deeper and more valuable relationships with our consumers by creating highly personalised experiences with each individual."

Bryan Kennedy, president of Epsilon, said: "For consumer packaged goods companies, multichannel marketing presents a unique set of challenges – transactional data is often difficult to obtain, and purchases are typically not made online.

"Leveraging popular communication channels such as mobile, email, social media and the web are vital for creating brand engagement and building loyalty rather than simply driving purchase transactions in those channels, and Epsilon has the capabilities and expertise to drive success in these marketing channels."

Epsilion is a subsidiary of Alliance Data Systems Corporation.

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).