Danone has begun using technology to track consumer response to promotional campaigns, distribution strategies and aisle positioning of its yogurt brands in an effort to mold its marketing initiatives around consumer behavior. "If you go to Google you’re pushed ads that are relevant to you. The experience is totally shaped around the customer. It’s what we’re trying to recreate for shoppers while also doing what’s right for the retailer," Danone's Category Management Expert Max Stricker said.

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