Consumer goods giant Procter & Gamble (P&G) has hired Accenture to revamp its global web technology setup under a multi-year deal.

Under the services agreement, the two firms will develop a digital platform focused on the consumer's online experience.

The technology is intended to analyse customer behaviour and preferences whilst presenting relevant content and information to improve web experience.

“Digital is becoming an increasingly critical component in reaching consumers,” said vice president of business building solutions at P&G, Marta Foster.

“We see digital as an opportunity for our brands to engage with consumers in new ways. [The agreement] will allow us to build deeper connections and will also offer efficiencies that will free brands up to do what they do best,” said Foster.

P&G is now the main client of Accenture’s recently established consultancy and analytics arm, focused specifically on digital marketing and web.