General Mills seeks to build deeper customer relationships

General Mills, the food manufacturer, is using digital data as it aims to build deeper relationships with its customers.

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.