For many brand marketers, offline and digital data are kept in independent silos. But that’s not the case at the Kellogg Company, which has been using Nielsen Catalina Solutions to connect offline data to its digital campaigns for a few years now, and has now begun testing using offline data to optimize campaigns in-flight. Gail Horwood, senior vice president of integrated marketing at Kellogg Co., spoke with eMarketer’s Ross Benes about how the company utilizes its various data sets.