84.51°: Celebrating a decade of data-driven impact

As we commemorate our 10th anniversary at 84.51°, we’re not just marking a journey defined by growth, innovation, and an unwavering commitment to using data science as a force for good. Today, we’re celebrating what we've built as well as the remarkable people who've made it possible – and the meaningful impact we've created together.

Built on loyalty, powered by purpose

When we launched in 2015, we set out with a bold vision: to transform how retailers and brands understand and connect with customers. Building on Kroger's robust loyalty program, we created a data ecosystem unlike any other in the industry – comprehensive, granular, and truly omnichannel.

To guide our way, we established our core values: Limitless Minds, Fearless Hearts, and Relentless Delivery. These weren't just words on a wall; they were the foundation of our culture, influencing how we work, innovate, and collaborate. These principles continue to lead us today.

We started our data journey with the on-premise hadoop environment and have since modernized to the cloud with Azure Databricks. This incredible journey was made possible with our deep relationships and 84.51’s commitment to delivery from their amazing leadership, practitioners and data science teams!

— Steve Kastner, Databricks, Strategic Account Manager

Evolution through innovation

As our team grew, we expanded beyond basic analytics to develop sophisticated solutions to help brands not just understand their customers, but also anticipate their needs. We launched 84.51° Stratum, a self-service analytics platform that democratized access to transaction-level insights. Then came 84.51° Collaborative Cloud, which empowered companies to combine their own data science expertise with our industry-leading data.

“I genuinely believe we know our customers better than any other retailers in the country and you are a major reason why.”

— Carlo Baldan, Head of Fresh Merchandising

Meanwhile, our Best Customer Communications program began delivering 1:1 personalized offers to nearly half of U.S. households, generating an impressive $4 in incremental sales for every $1 invested.

In another breakthrough, Kroger Precision Marketing (KPM) began connecting media exposure directly to store sales and setting new standards for advertising effectiveness. With addressable, actionable, and accountable solutions, KPM quickly became a game-changer in the retail media landscape.

"I’m so proud of the collaboration across our teams that have resulted in industry-leading approaches to marketing strategies & measurement that produce impressive results for your advertising partners."

— Inessa Peck, META

Improving communities

From our earliest days, we wanted our reach to extend beyond business success to also making a positive impact in our communities. Through our Degrees of Giving initiative, we've supported 25 non-profit organizations since 2015 in an effort to address critical needs in education, food security, and economic opportunity.

The past few years have seen our commitment to service reach new heights. Since 2021, we've helped 79 charities and donated financially through our employee grant program. Our associates have contributed 2,374 volunteer hours since 2023 alone. Our DEIB and food security initiatives also continue to grow, culminating in several meaningful sponsorships in 2024. Because we believe physical location shouldn't limit our ability to make a difference, we've created opportunities for both in-office and remote associates to give back.

Pioneering sustainability

Environmental stewardship is also an important part of our story. We've diverted 50,000 pounds of furniture from landfills through thoughtful reuse and donation programs. As we've expanded to five locations, we've ensured each space is designed with sustainability in mind.

Our commitment to reducing waste has resulted in 71,702 pounds of paper and food waste diverted through composting initiatives. And in Cincinnati, 100% of our electricity comes from the solar array at the Cincinnati Zoo – a partnership that supports both renewable energy and wildlife conservation.

Most recently, our dedication to the environment has extended to our client solutions. Months after launching with Scope3, KPM has created the first benchmarks for carbon measurement in retail media. Initial results show our programmatic campaigns are achieving a carbon footprint 37% lower than the US benchmark – a meaningful step toward more sustainable digital marketing practices.

Our people, our purpose

None of this would have been possible without great people. Throughout our evolution, the exceptional talent and dedication of our team has remained constant. 84.51° associates continue to embody our founding values today, as we push boundaries with the belief that life begins at the edge of comfort zones. We take business seriously while having fun doing it, and we constantly challenge the status quo. Innovation remains in our DNA, so we’ll continue to question conventional approaches and seek to learn and improve.

“We have had some of the warmest, most genuine relationships with your teams that I've seen in this industry. You are always honest, data-driven, and razor sharp, but also kind.”

— Carrie Sweeney, VP, Retail Partnerships at Pinterest

Fueled by the past, focused on tomorrow

As we celebrate this important milestone, we believe our first 10 years have built a foundation for even greater impact. The road ahead will bring new challenges, from evolving consumer expectations to increasing data complexity. But with our talented team and values-driven approach, we're already turning these challenges into opportunities. Our eyes are focused on continuing to lead the charge in measurement capabilities that prove media ROI, continuing to develop and reimagine insights solutions with our client needs at the center of every step and boldly redefining the parameters of retail media.

We're grateful to our associates, clients, and community partners who have made 84.51° what it is today. Here's to the next decade of data-driven impact – to new insights, new solutions, and new ways of making a difference. Thank you for being part of our journey. We’re just getting started, and the best is yet to come.