Download PDF
How ColgatePalmolive Accelerated Adcampaign Optimization
Technology Category
- Platform as a Service (PaaS) - Data Management Platforms
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Consumer Goods
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
- Supply Chain Visibility
Services
- Data Science Services
- System Integration
The Challenge
Colgate-Palmolive's Online Acceleration Center of Excellence in London was focused on transforming its digital offering in markets throughout the EU. However, reporting on key digital advertising parameters was largely manual. Local media teams logged into various ad platforms, collected data, and inserted them into Excel templates to create bi-weekly reports. These reports were then sent to brand managers in respective markets and the local agency teams, with no automated flow of information. The process was slow and time-consuming, involving over 25 people in the EU region. Furthermore, the data was practically out of date by the time it arrived with the analysts and decision makers. The reports were distributed via email, clogging up inboxes and increasing the possibility of a data discrepancy.
About The Customer
Colgate-Palmolive is a consumer products company that delivers a broadly diversified mix of products in the areas of personal care, oral care, home care, and pet nutrition, to customers around the world. The company has a key objective to collect the right information about their digital advertising performance and get it done faster. To achieve this, they founded the Online Acceleration Center of Excellence in London, focused on transforming its digital offering in markets throughout the EU.
The Solution
Colgate-Palmolive implemented Adverity, a data integration platform, to automate their data integration process. The implementation for priority markets and brands took just three months, covering a total of 45 data sources, including all major advertising sources. All advertising performance reports are now fully automated, so there is no human intervention needed to ingest the data, saving a lot of time for the data teams, but also reducing the number of data errors. The implementation of Adverity brought much more granular data, so teams can now easily drill down into the data visualizations to quickly get new and beneficial conclusions. This granularity goes down to the level of individual ad creatives, allowing the team at Colgate-Palmolive to make more informed decisions on how to structure future campaigns.
Operational Impact
Quantitative Benefit
Related Case Studies.
.png)
Case Study
Improving Vending Machine Profitability with the Internet of Things (IoT)
The vending industry is undergoing a sea change, taking advantage of new technologies to go beyond just delivering snacks to creating a new retail location. Intelligent vending machines can be found in many public locations as well as company facilities, selling different types of goods and services, including even computer accessories, gold bars, tickets, and office supplies. With increasing sophistication, they may also provide time- and location-based data pertaining to sales, inventory, and customer preferences. But at the end of the day, vending machine operators know greater profitability is driven by higher sales and lower operating costs.
Case Study
Series Production with Lot-size-1 Flexibility
Nobilia manufactures customized fitted kitchens with a lot size of 1. They require maximum transparency of tracking design data and individual processing steps so that they can locate a particular piece of kitchen furniture in the sequence of processes.
Case Study
American Eagle Achieves LEED with GE LED Lighting Fixtures
American Eagle Outfitters (AEO) was in the process of building a new distribution center. The AEO facility management team decided to look at alternate options for lighting layout that could provide energy and maintenance savings. AEO would need a full-time maintenance employee just to replace burned-out fluorescent tubes.
Case Study
Revolutionizing Rodent Control
From pet- and child-safe traps, to touch-free and live-catch rodent control solutions, Victor continues to stay committed to producing superior products that meet the varying needs of today’s pest control professionals. And, with a long standing history supporting customers in the food processing, service, and retail settings, Victor knew that strict regulations were costing organizations thousands of dollars in excess overhead trying to manage their rodent-control solutions. Trap inspections in these environments are often difficult and time consuming, requiring personnel to manually check a trap’s status multiple times per day, amounting to over six hours of manual labor. Victor is looking for an innovative way to increase operational efficiencies with the use of technology.
