Kraft Uses Recipe Website Data to Better Understand and Market to Consumers

For nearly 20 years, Kraft has been running a recipe website named Kraftrecipes.com. The site has previously been used to engage consumers and market Kraft's products through the use of recipes. With 100 million users per year and 22,000 consumer attributes, Kraft has recently realized that the website could be used as a learning platform to help it better understand its consumers.

In order to make better use of the website's data, Kraft merged the content platform with its data management platform to enable the company to build proprietary audiences to target with ads and content that will resonate. It also allows the company to provide the right content, in the right context, at the right time, to consumers. Kraft has stated that by bringing its content platform together with its media platform, it can drive effectiveness in terms of understanding its audience thus allowing the company to better segment, target, and serve relevant content to consumers.