To mobile & beyond - General Mills' pursuit of richer insights via technology - General Mills
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Transcript of To mobile & beyond - General Mills' pursuit of richer insights via technology - General Mills
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September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW
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Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW
![Page 3: To mobile & beyond - General Mills' pursuit of richer insights via technology - General Mills](https://reader031.fdocuments.us/reader031/viewer/2022032305/55d54bcdbb61ebcc228b45f8/html5/thumbnails/3.jpg)
Association & Media Partners
Event App Partner
Networking Reception Partner Exhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW
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To mobile & beyond General Mills’ pursuit of richer insights via technology
feedback? @rtbacker
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Timeline
2011
2014
20XX
2013
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Because we had to… adoption growth · default access · growth targets
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… Because we wanted to … consumer 1st · multimedia · in-context & real, not recalled
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… And, because it felt right
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So, how’d it go?
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We heavied up & sold hard scaled · hand-held · showcased
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We redefined best practices
□ Instant A&Us
□ Ethnography
□ Geo-Intercepts
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Oh, and we stubbed our toes
□ Lift & Shift ROR
□ Multimedia Paralysis
□ DIY “Scissors”
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Nonetheless, we’re moving on
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We’ve reached the tipping point
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… We know our barriers …
□ Broad/Deep Global Panel
□ True Full Service
□ Next Gen Toolkits
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And, we’re salivating about what’s next
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NEW data streams
NEW technology
NEW applications
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Come on in… the water’s warm
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Ryan Backer
Global Consumer Insights, Emerging Technologies
General Mills, Incorporated
[email protected] feedback? @rtbacker
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Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW
![Page 21: To mobile & beyond - General Mills' pursuit of richer insights via technology - General Mills](https://reader031.fdocuments.us/reader031/viewer/2022032305/55d54bcdbb61ebcc228b45f8/html5/thumbnails/21.jpg)
Association & Media Partners
Event App Partner
Networking Reception Partner Exhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW
![Page 22: To mobile & beyond - General Mills' pursuit of richer insights via technology - General Mills](https://reader031.fdocuments.us/reader031/viewer/2022032305/55d54bcdbb61ebcc228b45f8/html5/thumbnails/22.jpg)
September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW