P&G To Consolidate Data Base for 360-Degree Consumer Insights
Geoffrey PrecourtWARC
In the first day of her retirement from her position as Procter & Gamble's associate director/North America corporate marketing, Elva Lewis appeared on a panel at AdTech Chicago 2009.
The broad-stroke discussion topic was, "Is the convergence of individual-level data generation leading the transformation of your business?" But Lewis's response was anything but generic.
"By January, Procter & Gamble will have a new vision in place.For three years, we'd been mining data to help us market better. But with 120-odd brands-every one of them spending millions...