Kellanova: Enrichment

Goals

Use Sports Innovation Lab data to maximize the value of Kellnova college sponsorships, design new personas, and improve their 1 to 1 connection with consumers.

Outcome

Kellanova partnered with Sports Innovation Lab to utilize their Sports Data Cloud to enrich their existing CRM database. Through this enrichment they were able to create a holistic view of college sports fans that went beyond their viewership habits and standard demographics, and into their purchase behaviors, propensity to spend, and trending category preferences.