How Procter & Gamble tracks their creative asset performance

Procter & Gamble needed to understand which creative assets were driving product sales across their brand portfolio. Here’s how they built a solution to track and report on asset performance.

The challenge

As a Fortune 500 consumer goods company, Procter & Gamble manufactures various products including shampoos, nappies and cleaning agents. Each finished product has multiple creative assets attached to it, such as company logos, graphics, designs or promotional stickers.

They needed reports on the utilisation, performance and sales attributes of each asset. But there were two key challenges:

• Huge amounts of data were coming in from various sources in unstructured formats.
• The database design needed to adapt to evolving data as the business expands.

The solution

Procter & Gamble built a scalable business intelligence solution using Azure Data Services. The system extracts, cleanses and refines data from diverse sources, then loads the structured data into a data warehouse before generating asset reports in Power BI.

Here’s how it works:

• Identify and track assets – Each asset gets its own unique identification so usage can be properly tracked across all platforms.
• Extract asset information – The system pulls asset information from Sitecore, social media sites, Amazon e-commerce and SAP PLM. This includes asset attributes and usage information.
• Stage and cleanse data – Using Azure Data Factory, the data is staged in Azure Data Lake storage and cleansed to prepare it for transformation.
• Organise into relational tables – The data is organised into relational tables using Databricks and stored in a data warehouse (Synapse Analytics).
• Create aggregated data – Using Azure Analysis Services, queries run on the data warehouse to create a table with aggregated data relevant to the reporting metrics.
• Visualise and present – Power BI turns the aggregated data into clear, actionable reports.

The result

Procter & Gamble now has visibility into how their creative assets perform across different platforms and products. They can see which logos, graphics and promotional materials drive sales, helping them make informed decisions about future creative investments.

The scalable solution grows with their business, handling new data sources and evolving requirements as they expand their product lines and marketing channels.