Consumer Data Hub: Boosting Efficiency with Insights & Foresight Capability

The Challenge

Reckitt’s Social Intelligence Centre of Excellence (CoE) faced operational inefficiencies, primarily due to its reliance on over 20+ external agencies and high costs associated with social listening projects.

The existing self-serve model, using dispersed agencies, lacked cohesion and hindered the company’s ability to generate timely and actionable digital insights.

The challenge was to restructure the Social Intelligence CoE into a more efficient, scalable model that could deliver strategic insights faster and at a reduced cost.

The Solution 

In response to this challenge, the Consumer Data Hub was created, a serviced model which consolidated several agencies into one leading partner while leveraging multiple digital data sources for smarter spending.

By integrating category experts and expanding internal capabilities, a shift was made from an "always-on" data approach to a more efficient data model. This restructuring also involved increasing internal resources, expanding the CoE to three full-time employees (FTEs) and four external consultants, while cutting overall yearly costs from £3 million to £2 million.

The Results 

The new model improved the quality and speed of insights, providing Reckitt with a more agile and responsive Social Intelligence CoE, fuelling various use cases, spanning innovation, communications, crisis management, and trend spotting, to name a few.

The consolidation of agencies and internal expertise enabled more focused, data-driven decision-making. Additionally, the improved governance of digital insights ensured that insights were more impactful and aligned with business needs across the Health, Hygiene and Nutrition categories.

Business Impact 

The Consumer Data Hub reduced operational costs by approximately £1 million annually and strengthened the CoE’s ability to predict consumer behaviour through connected data sources.

This positioned Reckitt to deliver deeper, consumer-centric digital insights, resulting in better marketing strategies and an enhanced competitive advantage.

* Results have been altered due to confidentiality.