In the last 18 months, the New York-headquartered company behind household names like Pepsi, Gatorade and Frito-Lay has increased its global first-party data records by 50% by accruing people’s email addresses in exchange for reward programs, letting it serve people more relevant messages, ultimately driving revenue. It wouldn’t share more specific numbers on its success….

(SOURCE) https://www.adweek.com/programmatic/how-pepsico-has-grown-its-first-party-data-stores-by-50/