Kellanova’s Louise Cotterill on the True Value of Clean Room Data

On this episode, recorded dwell at Shoptalk, Sarah Hofstetter sits down with Louise Cotterill, international senior director of insights and intelligence at Kellanova, for a wide-ranging dialog on how one can flip complicated knowledge into enterprise outcomes and construct cross-functional belief alongside the way in which.Louise shares how her workforce constructed a proprietary clear room answer to drive extra exact viewers focusing on, tailor artistic to shifting shopper conduct, and finally ship a 36% gross sales elevate for Particular Okay within the U.Okay. She additionally explains how entrepreneurs can transfer from one-size-fits-all campaigns to dynamic, behavior-based segmentation, even with out first-party knowledge.Past the tech, Louise emphasizes the significance of soppy expertise. From talking the language of the CFO to operating test-and-learn pilots that carry skeptical groups alongside progressively, she reveals how entrepreneurs can lead with each credibility and curiosity. In a standout private second, she reveals the bravest factor she’s ever achieved: spending a summer season residing with nomadic eagle hunters in Mongolia.Key takeaways:Insights solely matter in the event that they drive motion. Clear rooms allow smarter focusing on and measurement, however outcomes come from making use of these insights throughout artistic and media technique.Purchase-in is constructed via transparency. Louise outlines how gradual testing, third-party validation, and a shared concentrate on gross sales assist groups embrace new instruments with confidence.Transformation is each technical and cultural. Success relies on aligning stakeholders, evolving incentives, and making a protected house to check, study, and adapt.