How Unilever takes the guesswork out of marketing

This event report addresses how Unilever, the FMCG group, is using analytics to make better marketing decisions.

How Unilever takes the guesswork out of marketing

Geoffrey PrecourtWarc

"One of the reasons I'm not a marketer is because I couldn't stand the guessing," Shawn O'Neal, VP/global marketing data and analytics at Unilever, told an audience at the Association of National Advertisers (ANA) 2015 Masters of Measurement Conference in Miami Beach, Florida.

"I couldn't stand going to the meetings and having somebody go, 'Ahhh … I think it should be blue' when all the facts and data and research say it was green. I couldn't stand that."

And, in fact, digital underpinnings have generated consumer insights that give...

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