How Mike’s Hard Lemonade used social data as a CPG to drive retail sales. Segment customers, know your desired outcomes, don’t get lost in data!
It’s refreshing when the head of marketing for a Consumer Packaged Goods (CPG) brand opens up and shares his insights on best practices around tracking and measuring the impact of digital marketing that drive in-store sales. For years, this has been a challenge as the ecosystem between retailers, data providers and manufacturers has been relatively immature.
This summer, I had the opportunity to speak with Sanjiv Gajiwala, VP of Marketing at Mike’s Hard Lemonade and I asked him about how he had effectively streamlined his company’s ability to directly measure the effectiveness of their digital marketing efforts.
Interview with Mike’s Hard Lemonade’s VP of Marketing, Sanjiv Gajiwala: Click here