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Marketing Dive: Kroger unveils collaborative cloud platform as CPGs race to meet retail's new mandates

Dive Brief

Kroger's data and analytics unit 84.51° unveiled a collaborative cloud for marketers that draws on the grocer's anonymized transaction-level data from 60 million U.S. households, according to a news release. Conagra Brands, the owner of Reddi-wip, Slim Jim and Vlasic, has been using the service for around a year and a half, a Kroger spokesperson said, and has been able to attract and retain new customers in "disproportionately high numbers."

The 84.51° Collaborative Cloud, built with tech partners Microsoft Azure, Databricks and Snowflake, aims to be privacy-compliant while providing a more granular view of customer behavior so companies can make informed decisions around everything from marketing spending to production levels. Clients can pick the Kroger transaction data they think is most applicable to their business, and 84.51° will build individualized environments based on those needs.

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