Mattel has deployed data analytics from Google Cloud as the company looks to improve consumer insights and engagement.

Toy and family entertainment giant Mattel, best known for its iconic Barbie dolls, said that the technology allows it to “synthesise millions of consumer touchpoints” in real-time, enabling the business to improve data-driven product innovation and insights, as well as hyper-personalise its engagement with its global fanbase.

Advanced audience segmentation means the business can now cater to distinct consumer groups, such as adult collectors and gift-givers, in a bid to drive deeper brand loyalty.

The move has given the toymaker access to real-time customer insight analysis, enabling it to analyse millions of customer feedback points across a number of channels, including social media, reviews, and direct communications, in mere seconds.

As part of the tech rollout, Mattel has automated the analysis of customer reviews, which means it can more quickly make adjustments and improvements to its flagship products.

The company has used the technology to improve engagement for several best-selling products, including the Barbie DreamHouse and Fisher-Price Glow and Grow Kick & Play Piano Gym.

"With Google Cloud, we've unleashed the power of our customer data, transforming millions of interactions—from social media buzz to direct customer feedback—into actionable insights, and, forging greater connections with our fans," said Joseph Vinhais, SVP quality safety & sustainability, Mattel.

According to the business, it has seen a 100x increase in data processing capacity since rolling out the data analytics tool, reducing analysis time from a month to a single minute.

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