Antoine Tyan
right strategies to lead customers into the Pampers brand and retain them , all in a very short window .” It ’ s a very specific business challenge where there are 50 purchases over a customer lifespan that Pampers aims to win . Hence its technology choices are geared towards hyper-personalisation to communicate product offers with supporting content . “ In some
countries , we launched our own app to support and reward moms ,” adds Tyan . “ In others , we adapted to customer habits , opting for email automation or focusing on events days supported by social media .” Harvesting data is the key to unlocking insights from this diverse range of marketing activity . Tyan reveals that the
Pampers brand is experimenting with machine learning to further analyse the psychology
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Antoine Tyan
EXECUTIVE PROFILE
Having spent more than a decade with Procter & Gamble , Tyan feels like “ an all-rounder and a specialist at the same time ” who believes passionately in future proofing the Pampers brand with a coherent digital strategy . “ I ’ ve gone from upstream design work , on projects with mad scientists seeking innovation to the logistics of day to day delivery ,” says the man responsible for the brand ’ s approach to data . “ I feel like I ’ ve seen the whole funnel , and that helps me in my strategic thinking , as well as in creating end to end design solutions .” That wealth of experience in a variety of roles across brand management with Pampers has made Tyan a strong marketeer who has kept in step with the digital revolution ; a vital key to the future strength of his brand .
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