Under Unilever’s SKU rationalisation process, the brand has leveraged machine learning and data-driven tool that works on the modules of advanced analytics and provides Unilever with a granular and holistic assessment of its portfolio. The tool divides the data into smaller segments, involving customer, channel, brand, and category and suggests whether to continue manufacturing products. The machine learning tool provides both total and cross-market view of rationalisation opportunities, enabling Unilever to see its top-performing products and guiding where to invest. The technology helps Unilever save additional costs and optimise both e-commerce channels and in-stores. Morgan Vawter, Unilever’s global VP, informs that the tool covers the perspectives of consumers and retailers, helping the company to make better and faster decisions.