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Colgate-Palmolive, a global consumer health and hygiene leader, turned to The Grooms Agency to enhance personalization at scale using first-party data. The goal: improve global digital marketing efficiency and elevate the customer experience.
Data Governance, Customer Journey Analytics, Personalization Strategy
Global (CPG)
Salesforce Marketing Cloud, Tealium, GA4
70%
Reduction in email churn through personalized lifecycle messaging
3x
Increase in engagement across loyalty campaigns
50+
Markets unified under a centralized data policy
Colgate’s global teams struggled with inconsistent data policies, fragmented user data, and limited personalization capabilities. The company needed a unified foundation for responsible data use that could power real-time engagement across web, email, and mobile.
We led a data maturity assessment across global markets, then developed a blueprint for centralized data governance and cross-channel personalization.
Privacy-First Data Framework
We standardized consent collection and user tracking across 50+ markets, aligning with GDPR, CCPA, and other global privacy laws. Data pipelines were rebuilt to enforce policy at every stage of the journey.
Real-Time Personalization Engine
Using Tealium and Salesforce Marketing Cloud, we deployed a modular personalization framework, enabling tailored content delivery based on browsing behavior, purchase history, and lifecycle stage.
Global Dashboard for Campaign Insights
We introduced a central analytics hub that provides market teams with actionable insights on campaign performance and user journeys—empowering faster optimization cycles.
Colgate-Palmolive now delivers relevant, data-responsible experiences to millions of consumers—boosting loyalty, increasing efficiency, and building trust through every interaction.
Want to personalize smarter at scale?