Haleon partners with Skai to consolidate omnichannel media data into one central platform
Challenge
Investing heavily in online media globally and across various digital channels, Haleon, a global consumer health company, found themselves with vast amounts of disparate digital data leading to various dashboards, partial insights, and inconsistencies in format and how insights could be shared.
Attempts to consolidate paid media across the Walled Gardens (Amazon, Google, Meta etc) to create detailed reporting and analysis for any stakeholder at the global, regional, and local levels was a challenge. Heading into 2023, Haleon set the ambitious goal to establish a singular source of truth for all media data to improve visibility and set new standards for strategic decision-making across teams.
Trying to create a solution internally proved a challenge due to cost, regional intricacies, and resource constraints. Haleon turned to S6kai because of its extensive network and partnerships with retailers, expertise in dashboard design, data visualization, and user experience enhancement to create a unique solution to unify all of its marketing data into a centralized hub for analysis and decisioning: Databox.
Solution
To address the complex challenge of consolidating data from 23 global, omnichannel brands with precision, Haleon and Skai began collaborating to first identify the biggest needs — connect and unify data across all channels and provide tools that enabled decisioning with that data.
Once they knew which data mattered for configuration, work began to onboard and backfill data in phases from more than 250 Search accounts, over 300 Social accounts, and in excess of 50 Retail Media accounts. Skai’s Universal Channel Solution enabled the ability to bring data into Skai from any non-API supported publishers or systems.
Previously all this digital media data was siloed. Now, Databox serves as the true north. The media data is centralized and organized in highly flexible, highly customizable graphs, charts, and custom dashboards that allow for easy reporting and analysis by country, by function, or whatever is needed to make strategic decisions smarter and faster.
Databox provides real-time insights and data visualizations needed to answer potential business questions. Teams now have one central dashboard from which to quickly answer questions such as “What percentage of the regional budget is going towards each BU and market?” and “If I had an incremental budget for a particular channel, where should I invest it?”
Beyond the dashboards, AI-powered insights and automations are helping accelerate decisioning. Spotlights can detect anomalies in performance KPIs over various time scales without the need for external intermediaries or time-consuming data reviews.
Results
While the results can’t be measured through campaign performance KPIs, the launch of Databox V1 for EMEA in November 2023 marked a tangible milestone in the partnership’s success. Haleon gained deeper insights into its advertising performance and improved cross-team collaboration with stakeholders across brand, media, sales, and digital commerce teams — all empowered by timely access to unified data without reliance on external intermediaries or agencies.
Building on that foundation, the team is currently working on expanding global integrations into the US and Canada markets, with the upcoming launch of Skai Decision Pro for EMEA and the Americas representing the next chapter. With continued collaboration between Haleon and Skai, they are making strides toward omnichannel connectivity across the entire marketing program — the ultimate goal.
Skai has been integral to our journey, serving as the cornerstone in crafting a truly unique tool. Beyond merely tapping into [Skai’s] extensive network and partnerships with retailers, we embraced [the team’s] expertise in dashboard design, data visualization, and user experience enhancement.
Diane de la Baronniere
Global eCommerce Media Director, Haleon
About Haleon
Haleon (LSE/NYSE: HLN) is a consumer company that is solely focused on better everyday health. Our people, our brands, our research, our investment and our innovation are aimed at improving the everyday health of consumers. Our product portfolio spans six major categories – Oral Health, Vitamins, Minerals and Supplements (VMS), Pain Relief, Respiratory Health, Digestive Health and Therapeutic Skin Health and Other. Our superior brands – such as Advil, Centrum, Otrivin, Panadol, parodontax, Polident, Sensodyne, Theraflu and Voltaren – are trusted by more than one billion consumers and are recommended by health professionals around the world.
Learn more at www.haleon.com.
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