Kraft Heinz Partners with Google to Accelerate and Scale Ambitious Digital Transformation and Sustainable Innovation Agenda
In the last year,
- New Product Innovation, Development, and Deployment: By utilizing Google Cloud artificial intelligence and machine learning tools to drive real-time insights from data,
Kraft Heinzwill drive food innovations such as new flavors, new formulations, and new products, while also shortening time-to-market by greatly reducing the time it takes to decipher what consumers are looking for within a specific category or purchase channel.
- Improved Consumer Relationships and Engagement: Kraft Heinz will be able to better understand consumer behavior through insights from its privacy-centric customer data platform built on Google Cloud. Through insights driven by Google Cloud products, such as its BigQuery data warehouse product,
Kraft Heinzwill be able to use first-party data to personalize consumer experiences from call centers to in-store shopping.
- Greater Consumer-Centric Marketing and Media Effectiveness: By leveraging the reach and cultural relevance of platforms like YouTube and its creators,
Kraft Heinzhas changed the way the company builds relationships with consumers. The expanded partnership with Google will help Kraft Heinzfurther improve its media activations and efficiency in a privacy-centric way. For example, compared to the same time period the year prior, Google Ads was able to help Kraft Heinzsignificantly increase view rates and reduce CPMs last year. This enabled the company to better understand the consumer journey from owned through earned and paid properties, as well as in-store shopping and build more relevant messages and offers for the right purchase occasions.
"Our partnership with Google is a critical element of our ongoing transformation and reflects the deeper focus we're bringing to understanding and reaching our consumers in the moment," said
"Personalization at scale is what brands need to convert and retain consumers. Google Cloud's expertise in artificial intelligence and machine learning helps brands leverage predictive analytics and data-driven insights to make better decisions in a matter of seconds, driving creative and media effectiveness," said
Google's mission is to organize the world's information and make it universally accessible and useful. Through products and platforms like Search, Maps, Gmail, Android, Google Play, Chrome and YouTube, Google plays a meaningful role in the daily lives of billions of people and has become one of the most widely-known companies in the world. Google is a subsidiary of Alphabet Inc.
About Google Cloud
Google Cloud accelerates organizations' ability to digitally transform their business with the best infrastructure, platform, industry solutions and expertise. We deliver enterprise-grade solutions that leverage Google's cutting-edge technology – all on the cleanest cloud in the industry. Customers in more than 200 countries and territories turn to Google Cloud as their trusted partner to enable growth and solve their most critical business problems.
We are driving transformation at
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