Frito-Lay is breaking ground in the CPG world. It has done what many marketers and brands hope to do, track its work in social media right back to in-store sales.
To get there you need look no further than long-time marketer Ram Krishnan, the CMO of Frito-Lay North America. He is credited with the wildly successful “Lay’s Do Us a Flavor” campaign and is a data-geek at heart.
Here he talks with CMO.com about incorporating big data throughout the brand’s marketing work, how the marketing role has been turned upside down and how technology has greatly expanded the ways in which marketers can reach consumers.
Krishnan, of course, also weighs in on his favorite chip flavors.