How Kraft Drives Email Engagement Using Native Advertising & Personalization Fred Barber, Meredith Xcelerated Marketing Joel Book, Salesforce Marketing Cloud Julie Fleischer, Kraft Foods Dave Hendricks, LiveIntent

Joel Book Principal of Marketing Insights Salesforce Marketing Cloud @joelbook @marketingcloud

Julie Fleischer Senior Director, Data + Content + Media Kraft Foods @jfly @KraftFoods

Fred Barber Chief Analytics Officer MXM @MXMTweets

Dave Hendricks President LiveIntent @davehendricks @liveintent

How Kraft Drives Email Engagement

The Power of Personalized Content

Relevance Through Native Advertising

What Have We Learned

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Each Content Interaction Yields New Data Insights

Brand as Publisher

PRINT  +1MM  qtrly  

paid  subscribers  

VIDEO  +8.1MM      

yearly  views,  user  ini9ate                                                                  

       

MOBILE  +2.8MM      monthly  unique  visitors  

WEB  +6MM    mth  UV,  SEO  #1  source  

EMAIL  +4.1MM            

opt-­‐in  wkly  subscribers  

   

SOCIAL  +4MM  

followers  

19.5MM  Cross-­‐plaLorm  monthly  users  

Kraft’s Email Data Ecosystem Kra4  Consumer  Database  

Name  /  address  Email  

Engagement  History  Brand  /  Ingredient  Affinity  Scores  

Digital  Asset    Management  System  

 Recipe  Photos  and  AIributes  

Content  Tagging  System  

Behavioral  Data    

Site  acKvity  Other  online/offline  behaviors  

Logic  Engine    

Content  recommendaKons  based  on  engagement  profile  

Data  Lake    (1st  and  3rd  party  data)  

Fully  dynamic  content  in  email  

Personalized  external  ad  units  

The Power of Personalized Content •  Kraft’s CRM program delivers relevant and

enticing recipes to millions of American moms •  Weekly, daily, weekend and brand-

sponsored special editions •  Drives to KraftRecipes.com, a top-10 recipe

destination site

•  First party behavioral data is mined to deliver personalized recipe recommendations

How Kraft Drives Email Engagement

The Power of Personalized Content

Relevance Through Native Advertising

What Have We Learned

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Relevance Through Native Advertising •  Benefits of native advertising in

email: •  Getting visits from

consumers looking for content from outside the walls of Kraft

•  Superior results to traditional banners or other paid ad units

•  Kraft recipes inserted programmatically in Meredith branded enewsletters

Email marketing/native advertising platform

Email deployment and analytics platform

Meredith Newsletters Kraft Newsletters

How Kraft Drives Email Engagement

The Power of Personalized Content

Relevance Through Native Advertising

What Have We Learned

1 2 3

What Have We Learned

This solution allows you to dramatically increase subscriber

engagement

This solution enables you to grow your

proprietary database of email subscribers

Monetize your email communications

program (offset cost)

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LiveIntent LiveTags make programmatic,

native ads in email possible.

Salesforce Active Audiences with LiveIntent LiveAudience

Enables Programmatic Native in Email

Fred  Barber  Chief  Analy9cs  Officer  MXM  @MXMTweets  

Dave  Hendricks  President  LiveIntent  @davehendricks  @LiveIntent  

Joel  Book  Principal,    Marke9ng  Insights  Salesforce    Marke<ng  Cloud  @joelbook  @marke9ngcloud  

Julie  Fleischer  Senior  Director,  Data  +  Media  +  Content  Kra@  Foods  @jfly  @KraZFoods  

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