The definition of a millennial changes depending on who you ask, and communicating with such a diverse group is a constant challenge for brand marketers. Katherine Debicki, senior marketing manager of media, digital and ecommerce at KFC Canada, spoke with eMarketer’s Caroline Cakebread about how the brand uses data to reach a millennial's individual interests, as well as optimize where and how it invests in digital channels. Debicki was interviewed as part of eMarketer's June report, "Media Habits of Millennials in Canada 2018: Five Key Personas to Understand and Target."
Millennials span a wide range of life stages. How do you define this group at KFC Canada?