British consumer goods giant Reckitt Benckiser (RB) has joined forces with Google Cloud in a bid to increase customer engagement across its brands, which include Dettol, Nurofen, Lysol, Finish, Durex, and Calgon, to name a few.

As part of RB’s multi-year digital transformation, Google Cloud will unify the company’s data to enable the building of capabilities around customer identification, journeys, and behaviours. The partnership is also aimed at enabling RB to manage data and analytics, measurement and attribution, and automated martech activation across all of its channels.

“In our journey to create a cleaner, healthier world, this close collaboration with Google Cloud is a very important milestone for our brands. Only by utilising data will we be able to better serve consumers and shoppers and create meaningful experiences for them,” said Fabrice Beaulieu, EVP Group Marketing Excellence & EVP Category Development Organisation Hygiene at RB.

Once the pair have worked together to digitise RB’s data in Google Cloud, RB will use Google’s machine learning capabilities, as well as its own machine learning models, to help it to evaluate ROI and better plan its future campaigns. RB is currently testing use cases in the UK, US, Brazil, and India.

“We hear every day that data is the new fuel for enabling business growth. However, in today’s digital world, where billions of data points are created every second, finding the right solution for your business can be more complex than anticipated,” said Saqib Mehmood, SVP Digital Transformation & CIO Hygiene at RB.