Kroger's millions in local ad spend are on the line

Learn about Kroger's evolving strategy at the Mega-Conference

Michael Wilhite
Michael Wilhite
Posted 10/24/17

Michael Wilhite, vice president of data strategy for the analytics arm of Kroger, called 84.51°, will outline at the 2018 Mega-Conference how newspapers and consumer packaged goods companies should use personalization to create new, productive business relationships that go beyond current advertising and inserts. 

The Mega-Conference will be held Feb. 26-28 in San Diego, Calif.

Kroger is the second largest grocer in the United States, with nine million shoppers per day and tens of millions digitally engaged. This traditional grocer is itself a powerful media company that is in the advertising business. Having built audiences on what people buy, Kroger Precision Marketing, a division of 84.51°, is monetizing audiences through digital advertising with more than 300 manufacturers and food companies, and growing quickly.

84.51° is devoted to helping retail partners develop, nurture and embrace customer-driven relationships. By using a sophisticated suite of tools and technology, its staff helps companies navigate the complex data landscape to reveal relevant customer patterns.

Prior to 84.51°, Wilhite served three years as general manager of dunnhumby Ltd.'s India operations. He played a critical role in growing dunnhumbyUSA's domestic business and has the distinction of becoming the first dunnhumbyUSA employee after its launch in partnership with The Kroger Co. in 2003. He was instrumental in the development of analytics for customer feedback, customer-centric pricing, promotion planning and loyalty.

Prior to that, he spent five years with Convergys Corporation's Knowledge Management Services group and rose to the level of senior manager of analytical services, partnering with Fortune 500 companies.

The Key Executives Mega-Conference is a joint effort of the Inland Press Association, Local Media Association, Southern Newspaper Publishers Association, News Media Allliance and the California News Publishers Association.

In its eighth year, Mega-Conference attendance ranges from 700-900 attendees. Most of the attendees are owners, publishers, digital officers or revenue officers of media operations with both print and digital assets, serving their local communities.  A sizable trade show is associated with the conference.

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