Procter & Gamble keeps a human face on tech-driven “constructive disruption”

Procter & Gamble, the consumer goods manufacturer, is seeking to ensure that a focus on the humans behind digital data is a consistent point of emphasis for its strategy.

Kirti Singh, Procter & Gamble’s chief analytics and insights officer, is no stranger to disruption.

As the head of P&G’s efforts to employ data, analytics, behavioral science and visualization tech in understanding – and responding to – evolving consumer habits, Singh is aware of the multiple forces that are transforming old business (and marketing) realities.

Some of these shifts, he reported, include the following:

  • “Thousands of startups form every day.”
  • “Digital media keeps growing, but trust is eroding.”
  • “TV reach keeps declining, but over-the-top streaming services are expanding.”
  • “Retail is transforming through ecommerce, while omni-retailers create new services, including media...

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