In this episode, recorded live at Shoptalk, Sarah Hofstetter sits down with Louise Cotterill, Global Senior Director of Insights and Intelligence at Kellanova, for a wide-ranging conversation on how to turn complex data into business results and build cross-functional trust along the way.

Louise shares how her team built a proprietary clean room solution to drive more precise audience targeting, tailor creative to shifting shopper behavior, and ultimately deliver a 36 percent sales lift for Special K in the UK. She also explains how marketers can move from one-size-fits-all campaigns to dynamic, behavior-based segmentation, even without first-party data.

Beyond the tech, Louise emphasizes the importance of soft skills. From speaking the language of the CFO to running test-and-learn pilots that bring skeptical teams along gradually, she shows how marketers can lead with both credibility and curiosity. In a standout personal moment, she reveals the bravest thing she’s ever done: spending a summer living with nomadic eagle hunters in Mongolia.

Key takeaways:

• Insights only matter if they drive action. Clean rooms enable smarter targeting and measurement, but results come from applying those insights across creative and media strategy.
• Buy-in is built through transparency. Louise outlines how gradual testing, third-party validation, and a shared focus on sales help teams embrace new tools with confidence.
• Transformation is both technical and cultural. Success depends on aligning stakeholders, evolving incentives, and creating a safe space to test, learn, and adapt.

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