The result has been a more region-based examination of first-party data and ways to scale that data within the market. For instance, Savage said second-party data deals with Canadian grocers and other grocery brands are exciting opportunities to grow the company’s programmatic business.
Some technology makes sense to manage at a global level, she said, like Nestle’s measurement and verification deal with Moat. But for something like dynamic content optimization, inventory partnerships and even choosing DSPs, the company must be flexible to unique demands of the market.
Canada may be the closest market to the US, but it doesn’t have Amazon Prime Now, a factor that could make subscription revenue or some ecommerce lines a less pressing concern than driving brand awareness and store buys, Savage said.
“The exciting thing is that what we’re learning is much more precisely about our customers,” she said. “But that only makes it more distinctly Nestle Canada.”