Leveraging AI

Objective:
Develop a more granular understanding of the consumer base for the Sweetest Batch Raspberries program to provide actionable insights and advise Product Leadership and Marketing teams on optimizing strategies for program expansion and addressing gaps in channel strategy.

Action:
To analyze the audience for Sweetest Batch Raspberries, I leveraged generative AI to extract insights from Nielsen Spectra marketplace data. I uploaded the data file to Google Sheets and incorporated graphs into Google Gemini, prompting the tool to analyze the information and generate insights for each consumer category, including Generation, Behavior Stage, Household Income, Household Size, and Lifestyle Stage. Specifically, the analysis focused on Household Penetration (HHP) and Buy Rates (BR).

I instructed the AI to identify groups with the highest and lowest HHP and BR, translate the findings into simple, digestible language, and recommend target audiences along with marketing strategies for each group. Once the data was processed, I evaluated the insights and aligned them with Driscoll's business objectives, crafting a cohesive narrative to influence decision-making effectively.

To ensure clarity and engagement, I broke the data into manageable sections and used Google Slides to create infographics that visually and intuitively outlined the consumer groups, their results, and key takeaways.

Recommendations:

• Increase buy rates within high-HHP segments through targeted marketing initiatives to drive frequency and boost overall volume and revenue.

• Focus on expanding HHP within high-buy-rate segments. Growing the customer base in these groups, which already exhibit strong purchasing behaviors, presents a significant opportunity for growth.

Result:
I presented this comprehensive deck to senior leadership, providing recommendations for the 2025 expansion strategy. The presentation directly influenced the strategy, leading to the development of new campaigns tailored to Sweetest Batch Raspberries. These campaigns aim to increase buy rates within segments already high in HHP, aligning with Driscoll’s overarching objectives for growth and consumer engagement.

View the full size PDFs here.