The value of data
United has a lot of first party data that it can validate because of how people are identified through the screening and boarding process. Molson Coors doesn’t have that kind of access.
“We have to work really hard and get really creative to find and identify new ways to collect data, and it’s all about value exchange,” said Feinberg.
Molson Coors needs to make sure that it has the tools in place to assess the value of the data it gets, then look for new opportunities, like through a second-party partnership where it can grow the data.
Feinberg added that his company identifies the best data sources that can combine with its own first-party data to create unique audiences. Managing frequency of messaging and getting some form of personalization helps land the messaging.
“A lot of marketers miss out on creating personalized messaging that resonates, that takes advantage of the data they have,” Feinberg said. “So we’re making sure that what we put out in the world creatively also links to the data resources—combining both the creative and the media to drive the best performance.”
