The document discusses the evolving practice of consumer engagement and how companies can improve it. It recommends focusing on personalization using first-party data and engagement/innovation loops. Companies should experiment and learn fast through teamwork, putting consumers first and scaling ideas from anywhere. The key is to work in the direction of OESP (Owned, Earned, Shared, Paid media), have highest impact at lowest cost, and measure everything to adjust practices over time through integrated teams and rituals.

1. 1
The EvolvingPractice
of Consumer Engagement
Ivan Pollard, CMO
March 2021

2. b. October 1921
BETTYCROCKER

3. • Personalization
• Data Collection
• Engagement Loop
• Innovation Loop

4. BETTYCROCKER.com
8MMMonthlyUniques
• Acceleration
• First Party Data
• Scaled Loops

5. Connected Commerce

6. Don’t “fail fast andlearn”
• Teamwork
• It’severyone’s job
• Ideascomefromanywhere
• Putthe consumerfirst
• Experimentation
• ThinkBig
• Startsmall
• Scale fast
Do “learnfast and succeed”
we are all
“L ightning S torm”

7. Get Organized
• Principles
• Brandsmatter
• bethe same to everyone
• bespecial to each someone
• Every interaction counts
• Work the direction ofOESP
• Highest impact, lowest cost
• Practices
• BrandAnatomy
• control brand over time/space
• flexibility for topical/local actions
• Always on &Always in
• Integrated team/rituals
• Measureeverything &adjust

8. b. October 2012
SULTAN

10. 10
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