• August 31, 2011

The Kellogg Company has signed Alliance Data Systems Corp. subsidiary Epsilon to build and host a real-time consumer Web portal and preference engine that will allow consumers in all of the company's global markets to sign up for communications from its brands through channels spanning email, Web and mobile, reports Consumer Goods Technology.

Epsilon will also build and host a consumer relationship management and analytical platform to enable Kellogg's marketers to analyze customer behavior and design and execute marketing programs to drive consumer engagement. The programs will be personalized based on consumers' stated preferences, demographics and stated or inferred needs.

"We will leverage consumer opt-in information to build deeper and more valuable relationships with our consumers by creating highly personalized experiences with each individual," Kellogg SVP, global media and marketing operation Larry Bruck told GGT.