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Category winner:
Big Data Strategy of Procter & Gamble: Turning Big Data into Big Value

This case won the Knowledge, Information and Communication Systems Management category at The Case Centre Awards and Competitions 2020#CaseAwards2020

Presentation of the trophies for the Knowledge, Information and Communication Systems Management category 2020
Production and Operations Management Production and Operations Management

Celebrating the win

Unfortunately, due to the Coronavirus pandemic, we were unable to present the authors in person with their trophies for winning the Knowledge, Information and Communication Systems Management category in 2020.

Even though we couldn't make it to India, their trophies have!

We are delighted to celebrate Debapratim and Vinod's win by sharing these pictures of them with their awards - congratulations!

Discover more about the winning case below.

Debapratim also won the Production and Operations Management category in 2020.

Find out more about the Case Awards here.

The case

Linda W. Clement-HolmesWho – the protagonist

Linda W. Clement-Holmes, Procter & Gamble (P&G) Chief Information Officer (CIO).


P&G is a leading consumer packaged goods company, regarded as a pioneer in extensively adopting big data and digitization to understand consumer behaviour.

P&G logoWhy?

Former Chairman and CEO, Bob McDonald, and CIO, Filippio Passerini, were responsible for the push on big data, which had resulted in P&G becoming more nimble and efficient.

However, some experts were sceptical about P&G’s obsession with digitization, and how it could slow the speed of decision making.


It was in June 2015 when Linda replaced Filippio.


P&G is headquartered in Cincinnati, Ohio, but its brands are sold worldwide.

Key quote

Change movement is one of the biggest challenges of big data implementation. Analytics need to be integrated with processes. We had to educate and train our field force over and over again in order to make analytics a part of their daily routine.” – a head of analytics at a leading logistics company.

What next?

Mobile devices with login screen

Linda had the big responsibility of continuing and leveraging the big data initiatives started by Filippio.

In order to achieve this, a culture of data-driven decision making within the organisation needed to be implemented by the leadership team.

Linda’s job was to convince them of her vision.

Interested in finding out more?

Download the case and teaching note

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Big Data Strategy of Procter & Gamble: Turning Big Data into Big Value
Ref 917-0009-1

Teaching note
Ref 917-0009-8

The authors


Debapratim Purkayastha and Vinod Babu Koti

Debapratim and Vinod talk about big data and share their case writing tips.


Vinod said: “I am extremely honoured to receive such a prestigious award from The Case Centre, popularly dubbed the Case Method Oscars!

“I am earnestly grateful for the recognition I have received for my effort which would not have been possible without the guidance and support of my Dean, Debapratim Purkayastha, who gave me an opportunity to associate with him in writing this case.”

Predicting the future

Woman in front of screen of dataDebapratim commented: “Big data analytics has always been a key strategy for businesses to have a competitive edge and achieve their goals. Now, predictive analysis through big data can help predict what may occur in the future.

“The topic is very contemporary to current business trends and the case helps the students to be updated with the organisational readiness to welcome latest changes in technology for better performance. The case discusses in detail how Procter & Gamble adapted the big data through different tools like Decision Cockpit and Business Sphere.”


Vinod commented: “The case helps understands many strategic, as well as technical aspects of big data and business analytics, and how they are implemented in a fast-moving consumer goods (FMCG) like Procter & Gamble.

“Not only does it help understand the opportunities and challenges in implementing a big data strategy, but also the significance of accessibility to information in an organisation and how its functioning can be transformed through the availability of real-time data.

“The case enables a discussion on ways in which big data could be productively employed in an organisation in some of the key business functions.” 

Debapratim added: "Educators may like using our other case, Consumer Research at Procter & Gamble: From Field Research to Agile Research, as a follow-up, as it shows how the pioneers of marketing research is now leveraging big data for agile research.

Identifying the right information

Marked up draft of a documentDebapratim explained: “Understanding of the concepts that are going to be taught through the case study is a prerequisite of writing a case. Finding the relevant information, and presenting the case in an understandable manner to students is also equally important.

"Most importantly, people new to case writing should work with more experienced case writers to hone their skills in case writing.”

About the authors

Debapratim Purkayastha is Dean (Case Research Center) at ICFAI Business School (IBS).
e debapratim@icmrindia.org
tw @dpurkayastha

Vinod Babu Koti is a Research Associate at ICFAI Business School (IBS).

e vinodbabu@icmrindia.org
tw @KotiVinod


View all the 2020 winners