The decline of traditional marketing channels forced changes in CRM transformation at Procter & Gamble (P&G). P&G’s cloud environment allows for all consumer data to be in one location for fresh, relevant relationships with 4.8 billion consumers as they transition from one product to the next over the course of their lifetimes.

1. How does P&G maintain an ongoing dialogue with a customer?

2. What were P&G’s data challenges?

3. What is 1, Consumer Place? Where is it?

4. In your opinion, how does P&G try to maximize customer lifetime value (CLV)?