Time: 1:00-2:00PM EST
In this talk, you will learn how Panera Bread leveraged their "big data" MyPanera behavior data, with primary marketing research data and third party marketing data to develop a harmonized "single view of the customer." It will describe in detail how a segmentation framework was developed to guide overarching brand strategy, fully leverage the execution and tracking opportunities of MyPanera, drive new customer acquisition and retention strategies, inform media/communications planning and even assist in real estate planning.
Shawn Utke - VP, Brand Insights and Research, Panera Bread
Eric Paquette - SVP, Copernicus Marketing Consulting and Research