to mobile & beyond - general mills' pursuit of richer insights via technology - general...
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September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW
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
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
[email protected] 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