Hasta La Creative!

Kraft’s Julie Fleischer took a bold stance at Ad Age’s data conference last October that marketers did not take lightly: ninety percent of data is crap.

“It’s become my calling card,” Ms. Fleischer said today at Ad Age’s Digital Conference in New York. “I’ve sort of become the ‘data is crap’ lady.” Ms. Fleischer, Kraft’s senior director of data, content and media, and Bob Rupczynski, Kraft’s VP-media and consumer engagement, took the stage to clarify their position on cloudy data.

The problem wasn’t that all data was crap; the problem was that most of the data Kraft had access to was crap. Now, Kraft is building its own data system to collect information about its consumers.

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