Challenges
Fragmented operations across 18 countries with no unified view of performance, leading to missed opportunities and delayed optimizations.
Solutions
Implemented Epsilo's unified API to centralize bidding, automate optimizations, and provide real-time visibility across all 18 markets.
27%
performance improvement
Centralized bidding and AI optimization recovered missing revenue across markets.
18
countries unified
Consolidated operations from fragmented regional systems into one platform.
70%
faster campaign launches
Reduced setup time from days to hours with unified workflows.
$42M
additional revenue in first year
Performance gains and recovered opportunities delivered measurable ROI.
Global scale meeting operational complexity
P&G operates in 18 countries across emerging markets with hundreds of SKUs per market. Each country team managed campaigns using different platforms, spreadsheets, and manual processes. The ecommerce leadership team had no unified view of performance, making strategic decisions reactive rather than proactive.
With performance media budgets growing 40% year-over-year, the fragmented approach was becoming unsustainable. Campaign optimizations that should have taken hours were taking days due to coordination across time zones and disconnected systems.
Centralization through unified API
P&G implemented Epsilo's unified API to connect all 18 country operations into one platform. The strategy focused on three pillars: centralized bidding control, automated optimization, and real-time visibility.
Rather than forcing all markets onto one rigid workflow, the platform allowed regional customization while maintaining global visibility and control. This balance between standardization and flexibility was critical for adoption across diverse markets.
Phased rollout across markets
The implementation started with three pilot markets, refined the processes, then scaled to all 18 countries over 90 days. Each market connected their existing ad accounts through Epsilo's API, immediately gaining access to unified dashboards and automation capabilities.
AI agents were deployed to handle routine optimizations—bid adjustments, budget pacing, keyword performance monitoring—while country teams focused on strategic decisions and creative development. The platform handled the operational complexity.
Measurable transformation at scale
Within the first quarter, P&G saw a 27% improvement in overall performance across all markets. The unified API enabled optimizations that were previously impossible with fragmented systems. Budget allocation became data-driven rather than political.
The ecommerce leadership team now has real-time dashboards showing performance across all 18 countries. Campaign launches that previously took 5-7 days now happen in hours. The team recovered $42M in additional revenue in the first year through better optimization and reduced operational overhead.
