Unilever Taps Agency for Consumer Data Strategy
Unilever announced the appointment of digital agency Havas EHS in November 2012 to lead the development of a global consumer data strategy and roadmap that is expected to enable its brands to harness the power of consumer data, including social graph data, to improve its ability to engage with the right audience at the right time.
Babs Rangaiah, Unilever VP Global Media Innovation, explains, “Data has always been important for marketing purposes, but collecting and harnessing consumer data has taken on greater urgency because the sheer amount of data that is passed through the internet is growing exponentially by the day.”
“We still firmly believe that our brands need a balance of Magic and Logic – this will make sure that our best creative efforts reach our consumers in an efficient and effective way,” adds Rangaiah.
Appointments for data capture and analysis at a local level will remain as they currently are.
Babs Rangaiah, Unilever VP Global Media Innovation, explains, “Data has always been important for marketing purposes, but collecting and harnessing consumer data has taken on greater urgency because the sheer amount of data that is passed through the internet is growing exponentially by the day.”
“We still firmly believe that our brands need a balance of Magic and Logic – this will make sure that our best creative efforts reach our consumers in an efficient and effective way,” adds Rangaiah.
Appointments for data capture and analysis at a local level will remain as they currently are.