From Cadbury’s Crème Eggs, to Innocent Smoothies, we reveal how these brands use marketing data to unmask industry trends and make informed business decisions. Innocent Drinks new Insights Manager, Matt Stockbridge speaks to Steve Pailthorpe on the Digital Revolution podcast. Every business tracks data. This could be data about customers or prospects, or for marketers, this is likely to be analytics data from platforms like Google Analytics. But how should we use this data to make informed decisions about our customers? Matt Stockbridge is the new Insights Manager at Innocent Drinks. He is now helping the popular drinks brand to evolve and develop in a new era of digital transformation. From his extensive career in the exciting world of data and analytics, Matt has worked on projects for the likes of Cadburys, with some wonderful stories from the marketing of the Crème Egg. Matt also gives some amazing commentary on the KFC chicken shortage crisis in 2020 as well as helping us to understand how Brand Managers can use marketing data to respond effectively in a crisis. Matt brings some practical and interesting views on how to use data which can be applied to brands large and small.