Kellogg Company and Alliance Data's Epsilon Business Enter Agreement to Enhance CRM Initiatives

Kellogg Company K has partnered with Epsilon, a subsidiary of Alliance Data Systems Corporation ADS to help enhance Kellogg's CRM activities. Under the terms of the new agreement, Epsilon will build and host a global real-time consumer web portal and preference engine where consumers can sign up for communications from Kellogg Company's brands across North America, Latin America, Europe and Asia Pacific, and through multiple channels including email, web and mobile. Epsilon will also build and host a consumer relationship management and analytical platform, allowing Kellogg marketers to analyze customer behavior, and design and execute marketing programs to drive consumer engagement. The programs will be personalized based on consumers' stated preferences, demographics and stated or inferred needs.