How Procter & Gamble uses analytics and insights to identify new opportunities

Procter & Gamble, the consumer packaged goods manufacturer, is using a nuanced mix of analytics and insights in order to solve granular business problems.

For Procter & Gamble’s Analytics and Insights (A&I) team, the discovery was both disconcerting and perplexing.

More specifically, some of the consumer packaged goods manufacturer’s brands were experiencing “a market-share gap” among pockets of...