Brandemonium 2017: 5 Questions With 84.51° VP Cara Pratt


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The first Brandemonium conference and festival took over downtown Cincinnati, Ohio, from Oct. 11-14. The so-called “SXSW for Branding” sparked the imagination of attendees and locals with immersive events and activations, along with keynote speakers including Google President of Brand Solutions Kirk Perry, Seth Godin, Target EVP CMO Rick Gomez, former Procter & Gamble Chief Marketing Officer Jim Stengel and many other marketing luminaries.

84.51 logoKroger’s Cincinnati-based shopper insights and analytics agency, called 84.51° in a nod to its longitude, is using data and science to understand the grocery chain’s shoppers. brandchannel Editor-in-Chief Shirley Brady sat down with the agency’s Vice President of Customer Communications, Product Strategy and Innovation Cara Pratt to learn more about applying data and analytics to create real connections with customers.

On the agenda: how do you create a culture of innovation and apply data and analytics in executable ways? Without a core of data understanding, it’s becoming almost impossible for brands to connect, but technology can create overarching connections. While retail has changed more in the last couple of years than it has in decades, new innovation in personalization and digital technologies are creating new opportunities for retailers.