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Colgate's Hum | Leveraging Big Data to Influence the Online Path-to-Purchase
Presented by Behaviorally
CHALLENGE
- Colgate needed to finalize their online strategy to launch a new product, the Hum smart toothbrush.
- OmniPath™ identified key moments to influence consumers during the online path-to-purchase for the category.
SOLUTION
- Clickstream Analytics mapped the most common online paths including top search terms and websites visited.
- Data was interpreted through a behavioral lens to pinpoint opportunities to drive shopper growth.
RESULT
- Straightforward, actionable next steps helped the Hum toothbrush launch successfully in August 2020.
ABOUT THIS CASE STUDY
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