In episode 330 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Cara Pratt, senior vice president of Kroger Precision Marketing (KPM) at 84.51°, the retail data science, insights and media subsidiary of the Kroger company. Listen in as Pratt discusses the business and her role at the company, the genesis of Kroger's new programmatic advertising marketplace, and the potential benefits for brands and agencies utilizing the marketplace and its wealth of first-party data.
Pratt shares how the coming elimination of third-party cookie tracking factors into the marketplace's offerings, and how KPM is striking the right balance between providing brand insights and protecting customer data. In addition, she discusses how beta testers uncovered insights and use cases for KPM's private marketplace, and the three primary areas KPM is focusing on to improve the marketplace for brands and agencies going forward.
As senior vice president of Kroger Precision Marketing (KPM), Cara Pratt is a passionate disruptor in the media advertising industry. Media is an important pillar of Kroger’s alternative business, and Pratt oversees the product development, sales and operations of in-store, on-site and off-site advertising. With a vision to create a more transparent and effective media landscape for consumer packaged goods (CPG) brands, she was instrumental in the creation of Kroger Precision Marketing, which closes the loop between media exposure and store sales. She leads a growing cross-functional team committed to ensuring Kroger Precision Marketing is more addressable, more actionable and more accountable than other media options. Pratt sits on the business leadership team for 84.51°.
Prior to 84.51°, Pratt held multiple leadership roles with dunnhumbyUSA during her 12-year tenure, including her most recent as senior vice president of specialty retail and sector expansion. In this role, Cara focused on loyalty design, price and promotion optimization, and direct-to-consumer activation in retail and new sectors. Pratt holds a Bachelor of Arts in Economics from Denison University. She’s also on the board of trustees for Mount St. Joseph University and a member of the Network of Executive Women in Cincinnati.