CINCINNATI, OH — Procter & Gamble has hired W2O as its analytics provider following a review earlier this summer that displaced NM Incite.

W2O began its work with the company near the start of its fiscal year July 1. P&G is a billion-dollar consumer goods company that owns more than 50 easily-recognized household brands - including Pampers, Tide, CoverGirl and Vicks, among others. 

"Setting the right metrics and ability to measure and analyze that data is a strategic priority and a potential source of significant competitive advantage,” Paul Fox, director of corporate communications for P&G, told the Holmes Report. “That is why our process to find a partner that could support us in this work was exhaustive and deliberate. We are delighted with our choice of W2O as that strategic partner."

Bob Pearson, president of W2O, said the group will handle global analytics for P&G’s brands, capturing all online content and applying algorithms to derive insights. 

“Working with P&G allows us to raise our game,” Pearson said, adding the amount of data available for a company like P&G enables quicker pattern and trend identification. In general, W2O applies algorithms for things like identifying top influencers and keywords. 

Pearson previously served on P&G’s now disbanded digital advisory board.

P&G previously worked with NM Incite, a joint venture between Nielsen and McKinsey. Fox previously noted “this was a mutual decision to review.”