Colgate’s Hum

Leveraging Big Data to Influence the Online Path-to-Purchase

CONTEXT

  • 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.

LEARNING

  • 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.

GROWTH OUTCOME

  • Straightforward, actionable next steps helped the Hum toothbrush launch successfully in August 2020.

Contact Us to Launch Successfully by Understanding the Omnichannel Journey.