to mobile & beyond - general mills' pursuit of richer insights via technology - general...

September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz

Organized by

#MRMW

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MRMW Berlin Sept. 23-26, 2014 #MRMW

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MRMW Berlin Sept. 23-26, 2014 #MRMW

To mobile & beyond General Mills’ pursuit of richer insights via technology

feedback? @rtbacker

Timeline

2011

2014

20XX

2013

Because we had to… adoption growth · default access · growth targets

… Because we wanted to … consumer 1st · multimedia · in-context & real, not recalled

… And, because it felt right

So, how’d it go?

We heavied up & sold hard scaled · hand-held · showcased

We redefined best practices

□ Instant A&Us

□ Ethnography

□ Geo-Intercepts

Oh, and we stubbed our toes

□ Lift & Shift ROR

□ Multimedia Paralysis

□ DIY “Scissors”

Nonetheless, we’re moving on

We’ve reached the tipping point

… We know our barriers …

□ Broad/Deep Global Panel

□ True Full Service

□ Next Gen Toolkits

And, we’re salivating about what’s next

NEW data streams

NEW technology

NEW applications

Come on in… the water’s warm

Ryan Backer

Global Consumer Insights, Emerging Technologies

General Mills, Incorporated

ryan.backer@genmills.com feedback? @rtbacker

Title Sponsor Gold Sponsors

Silver Sponsors

Premier Sponsor Bag Sponsor Workshop Sponsors

MRMW Berlin Sept. 23-26, 2014 #MRMW

Association & Media Partners

Event App Partner

Networking Reception Partner Exhibitor

MRMW Berlin Sept. 23-26, 2014 #MRMW

September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz

Organized by

#MRMW