Greg Connolly, Trifecta’s CEO, had a vision of what Trifecta could someday be: the Peloton of the prepared nutritious meal business, using data-driven personalization on a mass scale to “hack America into healthy eating.” But although the company was growing rapidly, it was still relatively small compared to multinational food-and-beverage companies such as AB InBev that use sophisticated Treasure Data Enterprise Customer Data Platform (CDP) technology and attribution models to develop direct-to-consumer (DTC) capabilities and understand customer behavior. Did they really need all that? Absolutely, answered Connolly. It would turn out to be a crucial, growth-driving decision for the young CPG company.

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