Wednesday, February 19 @ 1pm ET

Presented by: Kathy McGillibray, Consumer Affairs Kashi Brand Steward, Kellogg

This is a case study on how Kellogg used big data (Social and Traditional Media, Web Sites, Community, Phone-Calls and Emails) to monitor consumer sentiment about GMOs in Kashi foods. The presentation will include Information about how Kellogg uses big data to improve the tone of consumer responses, incorporate new communication channels and modify products and promotions. The processes and lessons learned can benefit just about any company that has experienced or may in the future experience a major media story that could negatively effect how consumers perceive their company, products or services.

• Key Takeaways:
• Methods for collecting and analyzing big data.
• A process for monitoring and communicating consumer feedback quickly and effectively.
• The importance of establishing a communication triangle for fast response.
• Ways to improve corporate influence from product development through marketing and communication.