How Kraft Put Data Integration on the Menu

When Bob Rupczynski joined Kraft two years ago, the company was undergoing a major transition as it split from Mondelez to go independent. Yet, behind the scenes, the VP-media and consumer engagement and others at the firm were planning sweeping changes to Kraft's data operation that could have an equal, if not greater, impact on the storied maker of brands including Planters, Kool-Aid and Cheez Whiz.