Procter & Gamble Tap Google Cloud for Personalization

P&G will also use data, analytics powered by cloud technology for future product development.

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Need to Know

  • P&G will use Google’s AI and data analytics tools to better leverage user information, fine-tune its user experiences.
  • Two brands that will utilize the new data tools include Lumi by Pampers and the Oral-B iO Series.
  • P&G will be migrating data from a third-party onto Google’s platform, integrating it with Google’s BigQuery tool for real-time insights.

Analysis

Procter & Gamble is taking a giant leap in optimizing its consumer experience, bringing Google Cloud on board to leverage its AI and analytics tools and provide personalized, real-time experiences for buyers.

P&G will also use these tools to enrich the digital shopping journey for consumers, as online shopping of its brands becomes more prevalent.

In a press release, two P&G brands were highlighted for how they already utilize consumer data to deliver innovative real-time experiences: Lumi by Pampers, an award-winning baby monitor and sleep system; and the Oral-B iOS Series toothbrush system. These new innovations were previewed earlier this year as part of P&G’s LifeLab Showcase.

In migrating its data from a third-party onto Google’s platform, P&G will be able to silo information from brands such as Pampers and Oral-B and analyze and track information in real-time to provide a more thoroughly personalized experience for users.

P&G will also use Google Cloud technology such as BigQuery and TensorFlow to create a better product experience for consumers by incorporating data insights into product development.

“Connected devices offer new opportunities to provide actionable insights directly to consumers around their everyday habits,” Rob Enslin, president of Google Cloud said in a press release announcing the partnership. “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.”

The partnership between P&G and Google comes just weeks after Unilever, P&G’s main competitor, announced it was teaming up with Alibaba to use its cloud and AI tools to optimize its customer experience and digital marketing campaigns. And in Canada, grocery retail giant Loblaws recently partnered with Google to use its Cloud services to handle an unprecedented increase in digital traffic and online orders, and to scale up its various omnichannel offerings. 

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