“There’s certainly a lot of challenges and headwinds that we’re facing. But there’s also a lot of really exciting opportunities where we can unlock data and use it in a way that, as a CPG, we’ve never been able to before,” said Mike McLaughlin, Product Owner for People-Based Marketing at Kimberly-Clark.
We were delighted to be joined by Mike yesterday for our presentation at Google Cloud Platform’s Retail & Consumer Goods Summit ‘21: Modernize Your Data Collaboration Strategy in the Cloud. Mike shared how Kimberly-Clark has converted challenges such as the deprecation of third-party cookies and increasing data regulation into opportunities to launch a first-party data strategy, forge new relationships with consumers, and collaborate with trusted partners to achieve competitive advantage.
To realize Kimberly-Clark’s data strategy, Mike’s team leverages LiveRamp Safe Haven and GCP to meet the brand’s needs for privacy by design, interoperability with RampID, and scalable solutions to maximize its cloud investment and analytics resources.
“LiveRamp Safe Haven is built on that GCP backbone, and the tools that are so powerful for GCP are available to us. But there’s also the fact that there’s a whole skillset of people [and] our talent base that are familiar working in GCP. We can scale up our resources, whether they’re through agency partners, consultants, or in-house, to quickly develop a center of excellence around analytics,” he shared.