• by Mark Walsh  @markfwal, May 23, 2013

PepsiCo doesn’t sell any of its CPG brands directly online, but it’s trying to use Big Data to match online and offline information to boost sales. Speaking on a panel at the OMMA Data-Driven Marketing conference, Quinn Kilbury, Senior Brand Manager,Pepsi NEXT & Pepsi Innovation, at PepsiCo, said the company is trying to align online social and other data with its truck delivery routes to help drive foot traffic to some 50,000 stores nationwide. How does Pepsi find cola drinkers? Kilbury said it relies on loyalty card data from supermarkets collected by Nielsen and other companies to help find to right people to market to based on purchase history, as well as to target by geography and lifestyle. That data can also yield users' email addresses. He added that it’s also important to figure out the people you shouldn’t be trying to reach through that process.