Kellogg Bolsters Digital ROI as Online Push Continues

Hires Online Firm Pure Visibility to Track Marketer's Web Efforts

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CHICAGO (AdAge.com) -- Kellogg Co. has hired Pure Visibility, an internet marketing firm out of Ann Arbor, Mich., to apply Google Analytics to its websites. The package-food company has emphasized that digital will be a bigger piece of its advertising strategy in 2009.
David Mackay
David Mackay Credit: Shawano Cleary

The size of the account wasn't immediately available.

Cutting back on broadcast
If for the marketer 2008 was the year of increased ad spending, Kellogg has said that 2009 will be the year of ROI. The company continually raised spending by double digits in 2008, but that's going to slow in 2009. Instead, CEO David MacKay has said Kellogg will be slashing its broadcast budget and diverting the money online, where it's found greater returns.

"Pure Visibility extends the reach of Kellogg brands' online presence and helps to align our marketing efforts with return on investment," Paul Iagnocco, director of E-business at Kellogg, said in a statement. "The detailed reporting provided by Pure Visibility, combined with its strategic approach to online advertising and search-engine optimization, is a comprehensive and smart way for Kellogg Company to leverage the web to attract and retain new consumers."

Seeking efficiency
In September, Kellogg chief marketer Mark Baynes said digital ROI for a Special K program had exceeded returns on broadcast by a "factor of well over two," and that Kellogg, which spends more than $1 billion on advertising alone, would reduce commercial filming in 2009, and focus on ways of driving efficiency.

"To complete this complex, significant project, Pure Visibility will work with the Kellogg Co. to create comprehensive strategic reporting across multiple websites to deliver a complete view of e-business efforts," said Linda Girard, co-founder of Pure Visibility. "Ultimately, Pure Visibility's work with Kellogg Co. will help their brand managers and advertising agencies leverage efficiencies related to analysis and reporting."
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