As brands and advertisers embrace the promise of data integration, nearly every medium has been impacted. From display advertising to print to even TV, brands and advertisers are exploring how emerging data and targeting tools can be leveraged most effectively in order to authentically connect to consumers. Site visits, email click-throughs and social media activity are a treasure-trove of detailed first-party data that help identify the interests and behaviors of a brand’s consumers. These insights can be used to target Native Advertising and personalized content delivery. Join Kraft, LiveIntent, MXM and Salesforce to discuss their first-ever native advertising in email campaign and how Kraft is using the Marketing Cloud to personalize email messaging using first-party data.

1. How Kraft Drives Email Engagement Using
Native Advertising & Personalization
Fred Barber, Meredith Xcelerated Marketing
Joel Book, Salesforce Marketing Cloud
Julie Fleischer, Kraft Foods
Dave Hendricks, LiveIntent

2. Joel Book
Principal of Marketing Insights
Salesforce Marketing Cloud
@joelbook
@marketingcloud

3. Julie Fleischer
Senior Director, Data + Content + Media
Kraft Foods
@jfly
@KraftFoods

4. Fred Barber
Chief Analytics Officer
MXM
@MXMTweets

5. Dave Hendricks
President
LiveIntent
@davehendricks
@liveintent

6. How Kraft Drives Email Engagement
The Power of
Personalized Content
Relevance Through
Native Advertising
What Have We Learned
1 2 3

7. Each Content Interaction Yields New Data Insights

8. Brand as Publisher
PRINT
+1MM
qtrly
paid
subscribers
VIDEO
+8.1MM
yearly
views,
user
ini9ate
MOBILE
+2.8MM
monthly
unique
visitors
WEB
+6MM
mth
UV,
SEO
#1
source
EMAIL
+4.1MM
opt-­‐in
wkly
subscribers
SOCIAL
+4MM
followers
19.5MM
Cross-­‐plaLorm
monthly
users

9. Kraft’s Email Data Ecosystem
Kra4
Consumer
Database
Name
/
address
Email
Engagement
History
Brand
/
Ingredient
Affinity
Scores
Digital
Asset
Management
System
Recipe
Photos
and
AIributes
Content
Tagging
System
Behavioral
Data
Site
acKvity
Other
online/offline
behaviors
Logic
Engine
Content
recommendaKons
based
on
engagement
profile
Data
Lake
(1st
and
3rd
party
data)
Fully
dynamic
content
in
email
Personalized
external
ad
units

10. The Power of Personalized Content
• Kraft’s CRM program delivers relevant and
enticing recipes to millions of American moms
• Weekly, daily, weekend and brand-
sponsored special editions
• Drives to KraftRecipes.com, a top-10 recipe
destination site
• First party behavioral data is mined to deliver
personalized recipe recommendations

11. How Kraft Drives Email Engagement
The Power of
Personalized Content
Relevance Through
Native Advertising
What Have We Learned
1 2 3

12. Relevance Through Native Advertising
• Benefits of native advertising in
email:
• Getting visits from
consumers looking for
content from outside the
walls of Kraft
• Superior results to
traditional banners or other
paid ad units
• Kraft recipes inserted
programmatically in Meredith
branded enewsletters

13. Email marketing/native advertising platform
Email deployment and analytics platform
Meredith Newsletters Kraft Newsletters

15. How Kraft Drives Email Engagement
The Power of
Personalized Content
Relevance Through
Native Advertising
What Have We Learned
1 2 3

16. What Have We Learned
This solution allows
you to dramatically
increase subscriber
engagement
This solution enables
you to grow your
proprietary database
of email subscribers
Monetize your email
communications
program (offset cost)
1 2 3

17. LiveIntent LiveTags
make programmatic,
native ads in email possible.

18. Salesforce Active Audiences with
LiveIntent LiveAudience
Enables Programmatic Native in Email

19. Fred
Barber
Chief
Analy9cs
Officer
MXM
@MXMTweets
Dave
Hendricks
President
LiveIntent
@davehendricks
@LiveIntent
Joel
Book
Principal,
Marke9ng
Insights
Salesforce
Marke<ng
Cloud
@joelbook
@marke9ngcloud
Julie
Fleischer
Senior
Director,
Data
+
Media
+
Content
Kra@
Foods
@jfly
@KraZFoods
Questions?

20. Join Us For Dreamforce 2015
September 15-18, 2015 | San Francisco, CA