How Dollar Shave Club is making smarter use of data

Dollar Shave Club, the direct-to-consumer brand owned by Unilever, has aimed to build out its data capabilities in various ways.

“Have you heard the term, ‘Data is the new beta?’” asked Amber Hameed, vp/information systems at Dollar Shave Club (DSC), the direct-to-consumer male grooming brand.

“It really is true,” she proposed, not least because of the opportunity this information stream provides to unlocking revenue opportunities.

Dollar Shave Club launched in 2011 as a direct-to-consumer play with a humorous 90-second spot that helped drive brand engagement and e-commerce sales.

Five years later, when consumer packaged goods manufacturer Unilever bought the business for a reported $1 billion, a new set of data-driven priorities were the first in a series of...

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