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Organic social beats paid 13x on engagement as Hershey’s rewired, marketing intelligence stack exposes hidden performance; shift to real-time decisioning is US breakthrough for Mutinex
The Hershey Company is transforming its marketing strategy by moving from campaign optimization to a real-time, data-driven system with the help of Mutinex’s Market Mix Modelling (MMM). This shift aims to improve decision-making speed and efficiency amidst growing channel complexity and consumer overload. Early insights reveal that organic social content can achieve significantly higher engagement than paid media, influencing how Hershey invests its marketing resources.