Case Study: Colgate-Palmolive optimizes media mix and scenario planning with Analytic Partners

Colgate-Palmolive optimizes media mix in a volatile market with Analytic Partners

The customer Colgate-Palmolive faced the challenge of navigating a volatile market and needed to optimize its media mix to account for new consumer behaviors. To combat constant change, the company partnered with vendor Analytic Partners, leveraging their marketing measurement and scenario planning services to make more informed, forward-looking decisions.

Analytic Partners implemented a solution that enabled Colgate-Palmolive to diversify its channel mix and better understand the commercial impact of brand marketing versus performance marketing. This provided holistic insights and commercial intelligence, allowing the company to turn economic turmoil into an opportunity for growth. The measurable impact included optimizing the media mix to drive sustainable growth.

Colgate-Palmolive