Around the Net
Snickers Mines Behavioral Data For 'Windows'
- Digiday, Thursday, January 7, 2016 8 AM
Snickers maker Mars is mining behavioral data to pinpoint people at their weakest moments for snacking. “Windows of impulsivity is a moment in your life when you’re in a particular mood, time or place when you’re more likely to buy something,” said Dan Burdett, global brand director at Snickers. Snickers has DoubleClick’s data for audience signals, such as passion points. Snickers tweaked it for moods like happy, bored, sad and stressed, and is experimenting with different creative messages.
