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.
