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Can the maker of Raisin Bran and Pop Tarts be considered cutting-edge? When it comes to managing consumer data, Kellogg Co. appears to be just that.

When Kellogg rolled out its portfolio-wide loyalty program about a year ago, it had little historical insight into how consumers buy its products. Today, the program touches more than 90% of Kellogg’s products, and the company’s customer-relationship-management team expects to expand it outside the U.S.

“We were severely lagging behind about three years ago,” said Dan Keller, VP-CRM and loyalty at Kellogg, “but our belief is that we’ve probably surpassed the [competitors] we track.” Before launching the program, he said, “We were talking to every [consumer] as though they were all the same person.”

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