Joining us on this episode is Keith Barber, Director of Digital Customer Experience at Tyson, specifically within food services, which supplies Tyson products to large-scale food service providers like restaurants or school districts. He turned to data to understand what part of the purchaser's journey could be owned by his team. Especially during the early days of the COVID-19 pandemic, Keith saw an opportunity to build trust and loyalty using Tyson's content. He wanted to influence a path to purchase so that when a customer showed up at an order site, they would choose Tyson products over competitors. Because of this focus, Keith and his team pivoted their content strategy to be led by value over brand recognition.