PepsiCo's Use of EMARKETER Data for Media Strategy

This case study outlines how PepsiCo utilizes EMARKETER data to inform its media channel spending and marketing strategies. Marie Tsang, the portfolio media strategy manager at PepsiCo, emphasizes the importance of understanding consumer behavior and media usage patterns to effectively allocate marketing resources. The insights provided by EMARKETER enable PepsiCo to tailor its messaging across various platforms, ensuring that marketing efforts resonate with target audiences. Tsang highlights the significance of distinguishing between reach and engagement, particularly in the context of social media platforms like TikTok. The case study details how EMARKETER's forecasts and trend reports support PepsiCo in evaluating new media plans and making data-driven decisions. Additionally, Patrick Cavanaugh, senior manager of global media transformation at PepsiCo, notes the value of EMARKETER as a trusted source for market trends, which aids in optimizing their marketing strategies. Overall, the case study illustrates the critical role of data analytics in shaping effective marketing approaches.