Mars’ New Initiative Uses Data to Promote Better Health and Nutrition for Your Pet [Video]

Companies like to talk a lot about data nowadays—real-time data, operational data and, of course, big data. But when’s the last time you heard anyone gush about puppy and kitty data? Well, if Mars’ latest venture goes according to plan, we could be poised to enter the age of … pet data.

The $35 billion packaged-foods and pet-products colossus today announced a project it’s calling Kinship, a “coalition dedicated to creating the future of pet care,” according to the company. Kinship will be a platform for innovators—principally startups—in the pet-services field to collaborate with one another by sharing insights, research, diagnostics and figures, all with an eye toward improving the future of pet nutrition and care.

“We will become a platform and connection point for anyone with an idea about this industry who wants to share it,” Kinship president Leonid Sudakov told Adweek. “It’s a very broad-reaching initiative.”

But why would any private company trying to find …

Tags Analytics, Marketing Analytics, Marketing Strategy, Web Analytics