Google Cloud and Reckitt Benckiser Collaborate to Build Consumer Engagement

CIOReviewIndia Team | Tuesday, 29 September 2020, 08:40 IST

Google Cloud and Reckitt Benckiser Collaborate to Build Consumer Engagement Across Brands With Data and New Digital CapabilitiesToday, Google Cloud has announced an association with Reckitt Benckiser (RB) for maintaining a stronger customer engagement with the rise in consumer health, hygiene and nutrition company’s rapid digital transformation.

With the alliance, RB’s multi-year digital transformation will be witnessing Google Cloud amalgamate the company’s extensive data landscape, creating new capabilities in the consumer identification, journeys and behaviors. Adding to this, the partnership will give foundation for RB to start managing data and analytics, measurement and attribution, and automated martech activation in the different handles – web, social, in-store and others.

Fabrice Beaulieu, EVP Group Marketing Excellence & EVP Category Development Organisation Hygiene, RB, said, "In our journey to create a cleaner, healthier world, this close collaboration with Google Cloud is a very important milestone for our brands. Only by utilizing data will we be able to better serve consumers and shoppers and create meaningful experiences for them.”

This year, Google Cloud and RB is focused in pulling together RB’s multiple data sources for extensive power consumer segmentation betterment and marketing campaign measurement. When Google Cloud digitalized, RB will be able to use Google’s machine learning (ML) proficiency for evaluating ROI and planning future campaigns with effectiveness. RB will be implementing ML and auto-ML models, generate insights for optimizing media expense, and creating a natural digital journey path with consumers going from awareness, purchase, advocacy, and respecting data privacy.

Saqib Mehmood, SVP Digital Transformation & CIO Hygiene, RB, said, "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.”

RB is at the testing stage of use cases on data in the United Kingdom, Brazil and India. The new digital hubs in the globe will provide consistent and effective with the marketing teams and enable quick scale up of these abilities for the top 50 brand-market combinations related to hygiene business.

Chris Ciauri, President EMEA, Google Cloud, said, "Consumer goods companies can take advantage of their proximity to the customer to build entirely new insights and capabilities based on data. We're excited to work with RB on this key initiative as part of their digital transformation, pulling together RB's multiple data feeds into a single source of truth, and then leveraging Google's leading AI and ML technologies to drive better consumer experiences across their brands.”

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