How Colgate-Palmolive builds consumer-engagement tools

Geoffrey Precourt

This event report addresses how Colgate-Palmolive, the fast moving consumer goods group, has transformed its approach to marketing.

How Colgate-Palmolive builds consumer-engagement tools

Geoffrey PrecourtWarc

Mindel Klein Lepore, Colgate-Palmolive's Worldwide Director/Global Digital Marketing, has re-imagined the online path to purchase, putting a consumer-engagement center as the last step in a process that begins with a new data-management platform and takes advantage of state-of-the-art programmatic tools to enhance target-audience identification.

A Colgate toothpaste engagement center at the company's headquarters on Park Avenue, New York is one place where data insights meet audience analytics and, in real time, let the brand's marketing team seek new opportunities for engagement.

And, sometimes, the opportunities come from unlikely sources. As...

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