With more than 90 per cent of Chinese internet users on social media, P&G aims to understand consumer evaluation, feedback and demand for its products from user-generated content in real-time.
The FMCG giant has decided to build its own automated listening dashboard for all its sub-brands in China.
The SLC will be designed by AdMaster to help P&G in the collection, processing, and analysis of Chinese social-media data using the architecture and methods of a Hadoop cluster, a type of framework suited to data-intensive tasks.
Liu Lan, a P&G Greater China spokesperson, said that AdMaster won the one-year project by virtue of the technical innovation of its social-media services.
Miaozhen Systems, a competitor of AdMaster, still provides online advertising measurement and optimisation services for P&G in China.