Reckitt Benckiser doubles down on digital

Health, hygiene and nutrition brand owner Reckitt Benckiser (RB) is embarking on a wide-scale digital transformation

RB – whose brands include Harpic and Dettol – is partnering with Google Cloud to unify the company’s extensive data landscape, building new capabilities around consumer identification, journeys, and behaviours.

In addition, the partnership will provide the foundation to enable RB to manage data and analytics, measurement and attribution, and automated martech activation across all of its channels - web, social, in-store and more.

“In our journey to create a cleaner, healthier world, this close collaboration with Google Cloud is a very important milestone for our brands. Only by utilizing data will we be able to better serve consumers and shoppers and create meaningful experiences for them,” said Fabrice Beaulieu, EVP group marketing excellence at RB.

Machine learning

Over the course of this year, Google Cloud will focus on pulling together RB's multiple data sources to better power consumer segmentation and marketing campaign measurement.

Once digitised in Google Cloud, RB will use Google’s machine learning (ML) capabilities to evaluate ROI and plan future campaigns more effectively. 

RB will also run its own ML and auto-ML models, generating insights to optimise media spend, and creating more natural digital journeys as consumers go from awareness, to purchase, to advocacy, whilst always respecting data privacy.”