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07/14/2020

Procter & Gamble obtains clear customer insight with Google Cloud 

Dan Berthiaume
Senior Editor, Technology
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A CPG giant is diving deep into consumer data to improve customer experience and product design.

The Procter & Gamble Company (P&G) is rolling out data analytics and artificial intelligence (AI) technology from Google Cloud. The CPG company will migrate its first- and third-party consumer data from an on-premise solution to Google's cloud platform and integrating it into an enterprise data and analytics data lake architecture which will then use Google Cloud's BigQuery serverless data warehouse for real-time insights. 

By combining previously siloed data and using advanced analytics, P&G intends to create a 360-degree view of its business across all channels, ultimately helping the CPG leader create seamless experiences for consumers. Key components to the expanded partnership include automating and speeding up its data analysis capability while ensuring customer data privacy. 

In addition, P&G seeks to create a richer product experience by incorporating consumer insights into future product development. Google Cloud is partnering with P&G on a multi-cloud approach to support its needs across its technology stack.

One of P&G’s chief CPG competitors, Unilever, is also leveraging third-party cloud technology to improve customer experience. Unilever is partnering with Alibaba Cloud, the digital technology and intelligence backbone of Alibaba Group, in a strategic initiative that will enable the global CPG firm to develop next-generation digital marketing campaigns. 

"We're always looking to ensure a great consumer experience across all our categories, from healthcare to beauty products and much more," said Vittorio Cretella, CIO, Procter & Gamble. "As a leader in analytics and AI, Google Cloud is a strategic partner helping us offer our consumers superior products and services that provide value in a secure and transparent way."

"Connected devices offer new opportunities to provide actionable insights directly to consumers around their everyday habits," said Rob Enslin, president, Google Cloud. "We're thrilled to work with P&G to help them use the cloud and our deep portfolio of machine learning and analytics solutions to create more personalized experiences."