General Mills' Jay Picconatto on Better Ways to Collect and Use Data to Personalize Customer Experiences

Max speaks with Jay Picconatto, Global Commerce Lead at General Mills. They discuss the ways marketers can collect and use data to deliver better results to customers, and how data from various sources scales personalization efforts. They also talk about how GM is leveraging AI and automation in content creation, what channels and "disposable content" are working for them, and the technology shaping the future of marketing.

 

Topics discussed:

• Four ways that marketers use data — target, personalize, gain insights, and measure — to deliver better results and experiences to their customers.
• How GM is leveraging AI and automation in their content creation process to deliver more personalization.
• Why marketers should focus on a "cocktail recipe" of first-, second-, and third-party data to better understand their customers.
• How Jay used SCANERS — search, content, availability, navigation, ratings, and subscriptions — to drive GM's e-commerce business.
• What channels are working for GM, and how they're focusing more on "disposable content."
• The technology trends that will shape the future of marketing, including generative AI, clean room data collaborations, and VR.