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AC Alibaba Cloud Consumer Goods Greater China

Henkel

Personalization / Recommendations · Real-time Analytics

Henkel—founded 1876, operating worldwide in Adhesive Technologies, Beauty Care, and Laundry & Home Care—wanted to expand in the Chinese market but its traditional analytics methods could not deliver multi-dimensional, multi-perspective insights. It needed a high-performance platform with regional market expertise to enable its digital transformation.

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145+ years of operating history (founded 1876)
Three core business areas: Adhesive Technologies, Beauty Care, Laundry & Home Care

Solution

Henkel accelerated digital transformation in the Chinese market by consolidating multi-channel analytics into Dataphin's unified data platform, replacing siloed traditional analytics with real-time omnichannel insights. The solution ingests sales, marketing campaign performance, customer interaction data from online and offline channels into a standardized data model, enabling multi-dimensional analysis of consumer behavior and campaign effectiveness. Quick BI provides intuitive dashboards empowering business teams to optimize strategies in real-time. The platform establishes automated marketing foundations, benefiting from machine learning-driven personalization as digital asset accumulation grows.

Data flow

Omnichannel sales and marketing data (online/offline) → Dataphin consolidation → Quick BI dashboards → business insights and marketing campaign optimization

Solution architecture

2 components · 2 layers
  1. Serving
    • Quick BI Self-service BI and data visualization enabling business teams to perform multi-dimensional analysis
  2. Governance
    • Dataphin Unified data mid-end platform consolidating omnichannel data and enabling standardized analytics

Architecture clues

  • Dataphin as unified PaaS data platform (OneData/OneID/OneService)
  • Quick BI for business intelligence on top of Dataphin

Evidence from the source

Alibaba Cloud's Dataphin and Quick BI were vital in providing a powerful yet easy-to-use data platform for Henkel's team to optimize its strategy and operations.
Henkel migrated various applications to the Alibaba Cloud to drive its digital transformation efforts in China. Alibaba Cloud's digital solution enabled Henkel to consolidate different modules into a unified system.
The adoption of Alibaba Cloud's digital solution has accelerated our digital transformation progress.

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