Consumer goods giant Reckitt Benckiser (RB) is partnering with Google Cloud to drive customer engagement and unify data for marketing campaigns.

The parent company of brands such as Dettol, Nurofen and Vanish has launched the strategic alliance with Google Cloud as part of its multi-year digital transformation.

The collaboration will see Google Cloud unify the company’s extensive data landscape, building new capabilities around consumer identification,journeys and behaviours.

It will also provide the foundation to enable RB to manage data and analytics, measurement and attribution, and automated marketing technology activation across all of its channels - including web, social and in-store.

Google Cloud and RB will focus on pulling together multiple data sources to better power consumer segmentation and marketing campaign measurement.

Once digitised in the cloud, RB will use Google’s machine learning (ML) capabilities to evaluate return on investment 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, with data privacy in mind.

RB is currently testing use cases on data in the UK, United States, Brazil and India. Its new digital hubs across the globe will drive consistency and further efficiencies with its marketing teams, while also enabling quick scale up of these capabilities prioritised for the top 50 brand-market combinations the hygiene business holds.

Saqib Mehmood, senior vice president for digital transformation at RB, said: “We hear every day that data is the new fuel for enabling business growth, however, in today’s digital world, where billions of data points are created every second, finding the right solution for your business can be more complex than anticipated.”

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