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How ColgatePalmolive Accelerated Adcampaign Optimization
Technology Category
- Analytics & Modeling - Real Time Analytics
- Platform as a Service (PaaS) - Data Management Platforms
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 Furthermore, the data was practically out of date by the time it arrived with the analysts and decision makers.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
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