Meet the "Brad Pitt of data," and the lady who thinks 90% of it is crap. Bob Rupcyznski and Julie Fleischer take us through how Kraft is dealing with an onslaught of information and how they've built a data system that works, and actually helps them understand consumers and how they behave. Data now drives Kraft's content creation, and driving its marketing outreach, Rupcyznski told attendees.

Fleischer found that Kraft's marketers were unequipped to analyze and use data. Most of its marketers didn't have experience with data beyond what they handled in Microsoft Excel. "It just hasn't been a skill they teach in school," Fleischer said. She spoke to Kraft's marketers about focusing on addressability and the importance of knowing and reaching consumers on a granular basis, an idea that was well received. "I want to understand our consumers through different lenses," Fleischer said. "First-party data is not crap."