Kenvue and TransUnion Marketing Solutions will discuss how CPG brands can leverage their first-party data to drive higher media ROI and scale their reach. Whereas CPG brands typically lack depth of first-party data because of their retail partnerships, Kenvue has built a scalable and dynamic customer data asset that it has used to drive consumer insights, create high propensity audiences and measure effectiveness. Kenvue has also used its data asset to democratize usage across brands and COEs.

This discussion will cover:

• How Kenvue organizes the data science function within the company structure.
• An overview of its customer data asset and supporting technologies.
• Strategies to balance consumer reach with ROI, such as leveraging first-party data with Google’s value based bidding, building brand and category audiences using first-party data, and using bid factors to align media costs with expected lifetime value.

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