Showcase: How PepsiCo Moved from Mass Marketing to Consumer-Centric Focus

Discover the #1 analytics lesson of the billion-dollar brand...and how it can apply to your business.
SIA Team
October 21, 2021

A tweet that appeared on the Twitter channel of the Google Marketing Platform mentioned PepsiCo. 

It linked to this 2-minute, 21-second video, titled Google Marketing Platform: PepsiCo Case Study:

Now, although the video’s title has the words case study in it, I don’t think it’s a case study in the fullest sense of the definition, as there aren’t any before-and-after stats.

That said, you can still get a lot out of watching this video. 

Have You Ever Heard the Quote: “If You Try to Be Everything to Everyone…”?

That quote really applies here. If you try to market to the masses, then yes, you will get some results, but if you market to a more defined audience, you’ll also get results, with more efficient use of your ad spend. 

The #1 Analytics Lesson

In short, this is what Google Marketing Platform (and I’m sure Google’s other platforms, such as Google Analytics) was able to help PepsiCo do: focus on those who were more likely to appreciate PepsiCo’s products. 

Here’s just one example of how using Google products–let’s say, Google Analytics, Google Ads, and Data Studio–to do this:

You use Google Ads to do an ad campaign, and use Google Analytics to track what various sources of traffic do on your site. 

In Google Data Studio (which you may not even actually need for his example), you clearly see that one ad campaign is returning better results than the other. 

So, you focus more of your ad dollars on the winning campaign. 

And not only that: depending on how extensively you’ve set up your data tracking, you can gain a lot of insight pertaining to what your ideal prospect likes, and can create content pertaining to those preferences. 

In my opinion, that’s the #1 lesson of this: you don’t try to be all things to all people; but rather, try to be something meaningful to someone–to a defined group of people. 

Source: Google Marketing Platform Twitter channel