Reckitt Benckiser has tapped Google Cloud to power its customer engagement efforts within its multi-year digital transformation.
The No. 48 consumer goods company will leverage Google’s technology to unify its data into a single source of truth and develop new consumer identification, journey and behavior capabilities.
The partnership will also enable RB to manage data and analytics, measurement, attribution and automated martech activation across its web, social and in-store channels.
“In our journey to create a cleaner, healthier world, this close collaboration with Google Cloud is a very important milestone for our brands,” said Fabrice Beaulieu, RB executive VP group marketing excellence and executive VP category development organization hygiene. “Only by utilizing data will we be able to better serve consumers and shoppers and create meaningful experiences for them.”
The pair will focus this year on fusing RB’s multiple data sources to improve consumer segmentation and marketing campaign measurement. Upon digitalization in Google Cloud, RB will use the provider’s machine learning capabilities to evaluate ROI and plan future campaigns.
The consumer goods company will also run its own machine learning and auto-machine-learning models to generate insights to optimize media spend in a quest to create more authentic digital journeys while respecting data privacy.
Saqib Mehmood, RB senior VP digital transformation and CIO hygiene, noted the challenges of securing the proper solution in today’s data-rich environment.
“We hear every day that data is the new fuel for enabling business growth; however, in today’s digital world, where billions of data points are created every second, finding the right solution for your business can be more complex than anticipated,” he said.
RB, which counts such brands as Lysol, Enfamil, Nutramigen, Durex, Calgon and Vanish under its umbrella, is currently testing use cases on data in the United States, United Kingdom, Brazil and India. Its new digital hubs are expected to drive further efficiencies within its marketing teams while facilitating quick scaling for its top brands.
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