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.
Source: Mike’s Hard Lemonade: Measuring Digital That Drives Retail Sales — Inc.
Interview with Mike’s Hard Lemonade’s VP of Marketing, Sanjiv Gajiwala: Click here