P&G To Consolidate Data Base for 360-Degree Consumer Insights

Reporting from ad:Tech Chicago 2009, Geoffrey Precourt, WARC's U.S. editor, covers a session on 360-degree marketing by Elva Lewis, Procter & Gamble's associate director of corporate marketing.

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...

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