Reckitt Benckiser teams with Google Cloud for consumer data initiative
Google Cloud has announced a digital transformation collaboration with Reckitt Benckiser (RB), the company behind household hygiene and health brands such as Dettol, Nurofen and Vanish.
Over the course of this year, the two will focus on pulling together RB’s multiple data sources to better power consumer segmentation and marketing campaign measurement.
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“This is a very important milestone for our brands. Only by utilising data will we be able to better serve consumers and shoppers and create meaningful experiences for them,” says Fabrice Beaulieu, EVP Group Marketing Excellence & EVP Category Development Organisation Hygiene at RB.
“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,” adds Saqib Mehmood, SVP Digital Transformation & CIO Hygiene at RB.
RB is currently testing use cases on data in the UK, United States, Brazil, and India. “Consumer goods companies can take advantage of their proximity to the customer to build entirely new insights and capabilities based on data,” comments Chris Ciauri, President EMEA, Google Cloud.
“We’re excited to work with RB on this key initiative as part of their digital transformation, pulling together its multiple data feeds into a single source of truth, and then leveraging Google’s leading artificial intelligence and machine learning technologies to drive better consumer experiences across their brands.”
