# Hershey says it now reads its marketing-mix model monthly instead of three times a year to decide where advertising money goes

Page: https://flyvolo.ai/en/changes/ev-20260424-marketing-specialist-4
Date: 2026-04-24 · Stage: Deployment
Can this record move a task judgement? yes
Occupation: https://flyvolo.ai/en/careers/marketing-specialist

## Scope

United States, one consumer-goods company. A marketing executive's post on the company's newsroom says the company used to run its media-mix model three times a year and now reads performance every month with four- and twelve-week lookbacks; that he starts each day asking which channels perform best and worst and where to move money; and that when the systems fully launch in May the company will make fast decisions about where its advertising dollars go. The executive decides; parts were described before full launch, and no staffing change is given.

## Source

- The Hershey Company newsroom — 'Inside Hershey's Shift to Real-Time, AI-Driven Marketing', Vinny Rinaldi, VP Consumer Connections (24 April 2026) — https://www.thehersheycompany.com/en_us/home/newsroom/blog/inside-hersheys-shift-to-real-time-ai-driven-marketing.html (primary source)

## What this means

At one large brand, deciding where the money goes is now done month by month with a model, and a named executive makes the call.

## What it does not show yet

One company's own post, partly written before launch; it does not show the model making the decision.

## How to verify it yourself

Open Hershey's newsroom post 'Inside Hershey's Shift to Real-Time, AI-Driven Marketing' and find "Now, we can read performance every month".


More: https://flyvolo.ai/llms.txt