PepsiCo CMO talks consumer insights

11/15/2012 | Advertising Age (tiered subscription model)

Frank Cooper, chief marketing officer at PepsiCo, said the company is analyzing consumer-engagement data collected through mobile devices and social media sites. "We need to measure how people are becoming involved in brands, how people are advocating on behalf of brands," he said. "We're figuring out ways to synthesize the data we have."

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