The Procter & Gamble Company is among the growing number of consumer companies turning to Predictive Analytics to gain a complete view of customer attitudes and preferences about its products. By using SPSS Inc. Predictive Analytics Software (PASW), Procter & Gamble, a household name in consumer goods, is able to gather and analyze direct feedback – harnessing the vital Voice of the Customer to improve marketing research and brand evaluation.
 
Procter & Gamble (P&G), which manufactures well–loved brands including Tide, Pampers, Pantene and Crest products, is a pioneer in the use of predictive analytics.  Having relied on SPSS Predictive Analytics Software for nearly a decade, P&G has gained a deep understanding of consumers and market trends.
 
Patrick Hogan, consumer research solutions manager for global business services at P&G, said, “At P&G, we believe that high-quality, focused market research is an indispensable tool in the successful development and marketing of our consumer products. SPSS Predictive Analytics Software is instrumental in our understanding of how consumers think about and interact with our products, how they make purchase decisions, and how they respond to new ideas.”
 
Using PASW Data Collection (formerly Dimensions), PASW Statistics (formerly SPSS Statistics), PASW Modeler (formerly Clementine) and PASW Collaboration & Deployment Services (formerly Predictive Enterprise Services), P&G captures customer information about attitudes and opinions on product offerings and uses data analysis to transform information into insights.
 
Specifically, P&G uses PASW Data Collection software to manage the entire research lifecycle by easily authoring and conducting surveys, getting feedback to analysts quickly and improving process efficiencies. PASW Data Collection provides an open, scalable, and customizable solution for P&G’s global, multi-channel survey research and reporting needs. SPSS Predictive Analytics Software also enables P&G to better identify consumer preferences.
 
Hogan continued, “SPSS Predictive Analytics Software has enabled P&G to improve on and execute our research with consistent standards, quality and comparability across the globe.  Using Predictive Analytics Software, our organization has made strides in effectively promoting brands resulting in considerable savings to our organization and value to our consumer.”

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