Jennifer Muse is tasked with using digital data to enhance General Mills’ understanding of its customers.
Jennifer Muse, global e-commerce and customer relationship management (CRM) manager, General Mills
While the Minneapolis, Minnesota-based food company owns numerous brands that are familiar to almost every American shopper – including Betty Crocker baking products, Cheerios breakfast cereal, Progresso soup, and Green Giant vegetables –
vRetail partners like Amazon and Walmart also offer useful perspectives on what products are selling and why – as do many third-party research vendors. The problem? “There's not a lot of driving [towards] connecting the funnel – so, first-party data, second-party data, third-party data, and how are we moving consumers down that journey,” Muse said.