Gigabit Magazine – August 2019

we work with Dentsu in Japan on

advanced programmatic solutions.”

Pampers also employs the digital

marketing talents of yellowHEAD,

a performance marketing agency that

is a global partner for the brand. “Our

work together is primarily to optimise

our cost of acquisition to our CRM,

notably through fast iteration cycles,”

adds Tyan.

Tyan stresses that e-commerce

is “growing at the speed of light”,

supercharged by the linkage from

social media. “Consumers are very

receptive to key influencers. The link

is becoming more prevalent as we

move towards social commerce.

Customisation is another key trend,

we all want something that is relevant

to us as consumers and ignore generic

messages. This leads e-commerce

to personalise platforms at a user level,

which is a challenge,” he says. “As

a brand trying to excel in search, and

optimise its virtual shelf, a personalised

world means that you don’t have as

much control over customer experience.

How do you win in such a fast-changing

environment? There’s a clear expecta-

—

Antoine Tyan,

Associate Director, Head of Data,

Digital Transformation and E-commerce

for Pampers APAC, Procter & Gamble

“ We’re going beyond

the value of a diaper,

and really starting to

impact moms’ and

babies’ lives and

overall experience

throughout their

journeys together”

30

AUGUST 2019

PROCTER & GAMBLE