New Way Now: Mars Wrigley speeds up AI-powered media measurement with Google Cloud Cortex Framework

*Featured in this video:* Lia Inoa Pimentel, Senior Global Manager for Content and Media Measurement, Mars Wrigley *Executive summary:* Mars Wrigley is on a mission to bring happiness to the world through snacking. With iconic, household brand names spanning the fruity candy, chewing gum, snacks, and chocolate categories, the company is well known around the globe. Moreover, the company leverages a sophisticated approach to media experiments, creative performance, and advertising measurement to achieve its goals. Mars Wrigley sought to leverage AI and advanced analytics to further its brand objectives and communication effectiveness with a more agile and timely view into in-market performance. *Challenge:* Mars noticed a gap in its media in-flight measurement based on incremental sales that prevented it from real-time and wholly tracking key behaviors among consumers. After trying several options, Mars was still unable to measure incremental sales in-flight, facing limitations around not just timely analysis, but the potential to leverage AI in a meaningful way. *Solution:* Mars found its answer in the Google Cloud Cortex Framework. The company leveraged Google Cloud Cortex Framework to connect internal data with its media partners’ data and break down media and sales silos that unlocked faster and more business-driven measurement in-flight. Google Cloud partner EPAM presented a proposal and guided Mars Wrigley through the implementation process. *Results:* With silos removed and an enhanced capacity for experimentation, Mars can now measure personalized campaigns in a faster, more agile way. Google Cloud Cortex Framework along with EPAM’s assistance helped Mars eliminate blind spots in incremental sales behaviors and elsewhere to ultimately strengthen campaign performance measurement and analysis. The company is now in a better position to capitalize on AI. *Key takeaways and highlights from our interview with Lia Inoa Pimentel, Senior Global Manager for C