Case Study: Procter & Gamble achieves consolidated global consumer data and more effective, cost‑efficient marketing with Teradata's 1, Consumer Place

Teradata Offers P&G Innovative Global Consumer Marketing Solution

Procter & Gamble (P&G), a global consumer goods leader with $84B in sales and dozens of $1B brands, faced a major marketing challenge: engaging billions of consumers online while its data was fragmented across more than 500 CRM programs in dozens of countries. P&G needed to unify clickstreams, reviews, transaction and preference data, enforce strict privacy and compliance, and overcome the difficulty of building direct consumer relationships when most products sell through retailers.

Partnering with Teradata, P&G created "1, Consumer Place" — a single, secure, scalable global marketing platform (data warehouse, campaign management, analytics and loyalty capabilities) that standardizes and consolidates CRM programs as a managed cloud service. The solution doubled email effectiveness, produced ROI gains of 20–300% depending on program and market, saved millions by centralizing capabilities, and is now deployed across Asia and the Americas with Europe beginning rollout.

Procter & Gamble

Tony Hudnell

Associate Director