Using Data to Drive Sales and Advocacy: A Conversation with Sanjiv Gajiwala

The video features a discussion with Sanjiv Gajiwala, head of marketing for Mike's Hard Lemonade, focusing on digital marketing strategies and their impact on retail sales. The conversation covers the use of Oracle and Datalogics to correlate Facebook ad exposure with consumer purchase behavior, insights from big data, and the importance of consumer segmentation. It also explores the challenges of distributor relations, the role of social media in product launches, and the significance of building consumer advocacy. The discussion highlights the need for thoughtful platform-specific strategies and the benefits of early adoption of new technologies.

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