Soon enough, people won’t think there’s anything old-fashioned about a can of Campbell’s soup.

Back in 2015, the 100-year-old brand became one of the first food companies to make use of Amazon’s Alexa voice technology. Just a few years later, some 174,000 recipes are available to the tens of thousands of Campbell’s Kitchen Skill users on the virtual assistant.

But perfecting the art of the conversational, interactive kitchen isn’t easy. At DMA &THEN 2018, attendees will hear how Campbell Soup is leveraging data to communicate better with its customers – and how other brands can follow suit.

‘Alexa, open Campbell’s Kitchen’

When Campbell’s customers say these words to Alexa, they open up a wide range of possibilities. Whether they need step-by-step guidance with a recipe, visual help with ingredients or want the recipe emailed to them, the brand’s “skill” can deliver it.

However, even as the technology improves and customers get more options, the voice system has room for improvement. Matt Pritchard, vice president of digital acceleration at Campbell Soup Company, will discuss how the company is tackling that challenge.

As with everything else brands are hoping to improve upon, Campbell is turning to available data to make customer experiences better. The latest voice-tech market research is providing insight into targeted segments, while behavioral analytics will serve to optimize conversational UI.

“Being in the heart of the connected kitchen is the purpose of today and one of those things we need to figure out,” Pritchard said in a 2017 interview with The Spoon. There’s still a long way to go.

Marketing’s Role in Campbell’s Kitchen Adoption

As Campbell attempts to enhance the customer experience, data-driven marketing is pointing the company in the right direction. To know which customers would be open to trying the app, marketers will rely on data for suggestions.

Adam Cossman, chief digital officer at W2O Group, will join Pritchard to explain how his agency tackles this sort of challenge on behalf of clients. W2O Group relies heavily on analytics, and Cossman will offer clues on how brands could move forward into this space.

Join Pritchard and Cossman for “Campbell’s – Putting Data and Insights into Action to Create a Conversational UI Experience” at &THEN 2018 in Las Vegas. The discussion will center on Voice Skill adoption, but listening to both experts will be rewarding for any attendee.

This article is brought to you by &THEN, DMA’s annual event. Click here to join the leaders of the marketing community and advance your data and marketing mastery in Las Vegas, October 7-9.