Reckitt Benckiser is currently testing use cases on data in the United States, Brazil, India, and the United Kingdom. Once digitized in Google Cloud, Reckitt Benckiser will leverage the machine learning capabilities of Google Cloud to evaluate ROI and plan effective future campaigns.
“Only by utilising data will we be able to better serve consumers and shoppers and create meaningful experiences for them,” said Fabrice Beaulieu, EVP Group Marketing Excellence and EVP Category Development Organization Hygiene at RB.
Reckitt Benckiser will also run its own machine learning and auto-ML models to generate insights for optimizing media spend. It will also create more natural digital journeys as consumers go from advocacy, to awareness, to purchase, while always respecting data privacy.
The new digital hubs of Reckitt Benckiser across the globe will drive consistency and further efficiencies with its marketing teams. This will help it enable quick scale up of these capabilities prioritized for the the top 50 brand-market combinations the hygiene business holds.
“Consumer goods companies can take advantage of their proximity to the customer to build entirely new insights and capabilities based on data,” said Chris Ciauri, President EMEA, Google Cloud.