British consumer goods company Reckitt Benckiser (RB), which owns brands such as Strepsils, Durex, Clearasil and Dettol, has partnered with Google Cloud to unify its data landscape and drive customer engagement.
The migration to Google Cloud will also help RB manage data and analytics, measurement and attribution, and automated marketing technology across web, social and in-store channels, the cloud solutions provider said in a statement.
The partnership will collate RB’s multiple data sources for better power consumer segmentation and marketing campaign measurement, the statement said.
Post digitisation, RB will utilise Google’s machine learning (ML) capabilities to evaluate return on interest and plan campaigns more effectively, it said. RB will also run its own ML and auto-ML models to generate insights into optimising media spends and creating new digital streams.
“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,” Saqib Mehmood, senior vice president of digital transformation and CIO of hygiene at RB, said.
RB is currently testing use cases on data in the UK, US, 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,” Chris Ciauri, president for the EMEA region at Google Cloud, said.