By Seb Joseph

Mars is waking up to the value of its owned data, sharpening how it collects, organises and activates those insights to ensure it doesn’t have to go through third-parties to access insights on its audiences.

The food business has felt like it’s been drowning in the data it has on shoppers; whether it’s data from sales or from marketing, there’s a dense web Mars needs to unravel before it can understand why people are more likely to purchase a Snickers on one day than they are on another for example.

However, while it’s clear audience data is elevating the way ads are Read full story ›

Source: The Drum