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Similaire à 2010 06-08 c&d digiday slides
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2010 06-08 c&d digiday slides
- 1. Church & Dwight Case Study 2010 Kierie Courtney Senior Manager Direct Response Marketing
- 3. One of the Most Highly Respected Brands in the U.S. Average Impressions* ~ January – June, 2007 *Base: Varies by brand Average Impressions* ~ January – December, 2008 vs. other world class brands…
- 4. Baking Deo Pet Supplies Personal Care Pool Laundry Cleaners Air Care Baby Care Paint Automotive Floor Care No Other Brand Covers More Aisles Than ARM & HAMMER
- 5. Broad Retail Reach WAREHOUSE CLUBS SPECIALTY HOME CENTERS GROCERY DOLLAR STORES DOLLAR STORES DRUG STORES MASS MERCHANTS
- 7. Another interesting finding: 77% of all views to the our eCommerce site visitors are Pet Enthusiasts This audience lists their occupation as Retired 49% of the time for their household True Audience Insight that Maps to What We Sell
Notes de l'éditeur
- Sales to customize based on meeting
- On this exclusive eCommerce site for multiple Church and Dwight brands we leveraged audience measurement to better understand those visiting our site and interested in the category. To date, we’ve already discovered an immense amount of information about our audience. (Married, don’t always have children in the home, may be a bit older, many rent) eXelate and other partners have also offered information the shopping habits of our audience.
- What else? 77% of all viewers were also Pet Enthusiasts. That’s a big win for us as we offer pet-cleaning oriented products. We also found that many viewers are retired. This is significant for ad optimization and the way we communicate….We could also see new home or long term home owners, a fairly significant data point for our marketing efforts.
- We are now looking at some point measurement results for one of leading household cleaning brand websites versus one of our multi-product sites. This is one of a very high performing direct response brands for us. To inform our next product marketing campaigns we again wanted to know more about our audience to generate stronger performance. Here we measured traffic to the site and found individuals visiting our site were affluent with healthy discretionary spending abilities. This data aligns with the target market for this product. (Female, right age range, married, etc..) As we share the intelligence internally, it will be used to fuel future campaigns, creative decisions and more.
- Some interesting insight gathered from our new data include Behavior and Mosaic clusters from Experian For Behavior we see high percentages for people who make their purchases online (72%) and online internet subscribers (82%) making them a perfect choice for loyalty programs This provides interesting targets for the team, as it appears people from smaller towns are more likely to convert.
- In this Trojan brand example, we found that online converters (those that buy) are of higher affluence and discretionary budget than those that merely view.