Human & Personal Services
A Three-Year Roadmap for Customer Data
An audit of Kimberly-Clark's customer data architecture yields a three-year prioritization roadmap.
Kimberly-Clark
The Client
- Company
- Kimberly-Clark
- Website
- careersatkc.com
- Industry
- Consumer Goods
- Headquarters
- Irving, Israel
About Kimberly-Clark
Kimberly-Clark is a Fortune 500 consumer packaged goods company and global manufacturer of personal care and hygiene products with iconic brands including Huggies, Kleenex, Scott, Kotex, and Depend. With over 150 years of history, the company operates in approximately 175 countries and generates ~$20 billion in annual revenue, positioning it as one of the…
The Challenge
Kimberly-Clark, a global consumer packaged goods company, understood the value of customer data but needed a thorough assessment of its digital marketing, consumer data strategy, and customer data architecture.
Our Approach
Chameleon Collective ran a complete assessment of Kimberly-Clark's consumer data strategy and customer data architecture. We examined how the company collected, managed, analyzed, and used consumer data, and how that data was organized, integrated, and accessed across the business. The aim was to use those insights to personalize campaigns, tailor product offerings, and improve operational efficiency. We paired the assessment with strategic planning, producing prioritized recommendations spanning three years, along with immediate short-term actions for the Global Digital and Marketing teams.
The Impact
With a clearer consumer data strategy and architecture, Kimberly-Clark could make better-informed decisions, deliver stronger customer experiences, and hold its market leadership. The work set the stage for a more data-driven, customer-centric future.
The Work
Featured Expert
The Chameleon who led this engagement.
Practice Areas
Market AnalysisData Strategy