Driving Growth and Value Creation Through Analytics, Insights and Technology

To guide our brand strategies through today’s digital ecosystem, P&G is leveraging analytics, insights, and technology in ways unimaginable even a few years ago.

We’re embracing this new reality where the pace of innovation and disruption increases, and we’re building it into our business model to catalyze growth and productivity.?

Our strategy is quite simple: We focus on Superiority to Win with Consumers.

Brand building is about understanding consumer jobs to be done, discovering mind-opening whys, and creating useful and engaging communication. Our brands, like Cascade and Pampers, are seeing rich opportunity to leverage Human Insights + Data Analytics + Digital Technology to make this happen. All with an objective to deliver superior experiences to our consumers and create profitable market and business growth.?

Cascade’s Insights from Connected Home Technology Change Consumer Behavior AND Save Water

A few years back, our U.S. Cascade team was facing slower growth.

The team leveraged our Connected Home capability, where consenting consumers allow us to understand usage and behaviors related to product, water, and dishwasher usage by leveraging sensors and other technology.

This behavioral data gives us an unprecedented view into actual versus claimed consumer behavior. We uncovered new insights, including that consumers were using their dishwashers much less frequently than they claimed.

Through in-home consumer immersions, the team found that consumers felt guilty running their dishwashers because they assumed it used more water than hand dishwashing. This is not factual. An average dishwasher cycle uses only 4 gallons of water versus 40 gallons for handwashing…so running even a partial dishwasher load is more efficient and sustainable than washing a sink full of dishes by hand.?

The communication challenge was to debunk the misunderstanding about dishwasher water use and drive a habit change. Our AI tools enabled us to iterate and create the best possible ad – Cascade Do It Every Night.

Since the launch of this campaign, Cascade’s growth rate is up 2-3x. And as consumers are using their dishwashers more, leading to meaningful water savings!

Pampers Helps Parents Feel Confident They are Doing the Best for Their Baby

Pampers is another brand using analytics, insights, and technology to give parents superior and useful communication and drive category growth.?

Superiority in the diaper category starts with no leaks for a good night's sleep for baby…and parents. But, especially for new parents, superiority is about so much more. New parents want to feel confident they are doing the best for their baby, yet there is contradictory information about what’s truly best. Pampers, being trusted as an expert in baby development, is uniquely suited to help parents feel confident. We’ve developed and leveraged a suite of digital tools backed by consumer behavior data points for irresistibly superior confidence.?

Here is an example:

My Perfect Fit Calculator: No leaks and the best night’s sleep is the torture test job for diapers. Absorbency and structure are critical, but having the right size also plays a role. Too loose is more likely to leak and too tight can cause discomfort. Unfortunately, diaper sizing can be confusing, leading to a significant proportion of babies in the wrong size. To help parents find the best size, we created the My Perfect Fit Calculator. We measured and weighed thousands of babies around the world and recorded over 1 million of those babies’ diaper changes to create an algorithm that identifies the right size for any baby to optimize comfort while minimizing leaks.?

We house these two apps along with many others such as the Due Date Calculator, Baby Name Generator, and more, on our Pampers.com site and in our Pampers Rewards Club.

This is another way for a brand to engage and communicate with consumers – providing them value, transparently, and with consent, acquiring and leveraging their data in a way that gives them a superior experience while driving growth and value creation for Pampers. ??

P&G is Innovating Using Data and Technology to Fuel Productivity in Advertising and Media

Brand communication has two components – Advertising and Media. We’re also innovating using data and technology to fuel the bottom line through productivity in both.?

As was apparent in the two cases, creating superior advertising starts with understanding consumer jobs, be they related to dishwasher usage or the right diaper fit, discovering mind-opening whys like “guilt” in Cascade’s case or the lack of credible information for new parents and creating useful communication – like TV copy, a social post, or a Brand App.

Cascade and other P&G brand teams leverage our proprietary AI Studios to quickly optimize and test content.? Through analyzing thousands of historical executions and their in-market results, we created algorithms that can accurately predict the success potential of a piece of creative in one day and a fraction of the cost of traditional methods. This allows us to iterate quickly to improve copy before airing and even update copy from the past to make it relevant today.

Our Media Strategy is to drive both Growth and Productivity by delivering mass Reach with Precision in an Effective and Efficient manner. We call it our R-E-E framework.

Pampers is a great example of bringing our media strategy alive. It starts with choosing the right audience for a Brand. In Pamper's case, it's about 10 percent of U.S. households. However, to reach them more effectively and efficiently, the Brand leverages “smart audiences” which are activated both through our demand side platform as well as through key publishers like YouTube, Meta, Connected TV, and other platforms. The key to creating the right “smart audiences” is our first-party data assets and the earlier case was an example of how data acquisition is fundamentally linked to, and in fact is a by-product of, the experiences we provide to our consumers.

This data acquisition is guided by our Consumer Data principles.? We acquire and leverage data to provide value to consumers, transparently communicating how and why their data is being used, with appropriate consents and controls in place all the while earning and building their trust by sticking to high standards of governance and security.

The combination of first-party data and look-alike models allows Pampers to reach more than 90 percent of its target audience and do it effectively and efficiently.

Both use cases as well as our underlying approaches in analytics and insights show how we are leveraging data and technology integrated with human understanding and insights to drive business growth and provide superior experiences to our consumers.

The work, however, is not finished and we need the industry and our partners to further raise the bar in two areas for superior communication to consumers.

• The first is the frequency with which consumers get exposed to advertising. We need: 1) focus on the superior consumer experience for content & advertising; 2) leverage privacy-centric methods for audiences and, hence, enable 3) optimal frequency across platforms and publishers.
• The second is the continued and urgent need for an objective and robust Cross Media Measurement. We appreciate and are counting on the ANA’s leadership on the effort – we need all stakeholders in the industry to become part of the solution and make it happen faster. This will further enable brands to make their media plans more effective and efficient.

The journey to grow our business, build lasting brands, and delight our consumers continues.

To learn how to join our team. Our Careers Page highlights our openings and includes?helpful information on our hiring processes, how to apply, and guidance and resources to support you throughout the process.

You can also check out our current Brand and Analytics & Insights available opportunities:

• Full-Time
• Internship
• Co-Op
• Standout