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2010 06-08 c&d digiday slides

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  • 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.

Transcript

  • 1. Church & Dwight Case Study 2010 Kierie Courtney Senior Manager Direct Response Marketing
  • 2. Products Consumers Love
  • 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
  • 6.
    • AUDIENCE FINDINGS:
    • AUDIENCE CHARACTERISTICS
    • AGE: 26-55 years old (67%)
    • GENDER: Female (66%)
    • IXI INCOME: $47-$56k (16%)
    • IXI DS INCOME: $31-$35k (19%)
    • HOUSEHOLD
    • RENTERS (55%)
    • MARRIED (76%)
    • 0 CHILDREN PRESENT (68%)
    • WHEN KIDS – 6-17 (123%)
    • BEHAVIOR
    • eXelate SHOPPING: 54%
    • eXelate OFFER SEEKERS: 23%
    • In Market: HOME IMPR.: 39%
    • AUDIENCE SUMMARY:
    • The overall audience for this eCommerce site, has behaviors from Experian in Health & Fitness and News&Finance. They are relatively new to their home 0-3 years (40%) or have lived in the home over 14 years (26%). There are multiple incomes currently popping; as more people visit the site a trend should start to form.
    Multi-Product Site Measurement Audience
  • 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
  • 8.
    • Performance Analytical Summary
    • Reached a strong, high income level with a healthy discretionary spend of $31-$33k
    • The audience is females ranging from 36-45 years
    • The responding audience tends to rent their home and have stably lived in their current residences for 4-6 years. They are married, supporting that this audience is primarily household heads with small families.
    • The site audience is stable married couples without children and while the highest popping data points for income were on the high side, over 55% of all site visitors only had an income of $29k-$83k
      • SITE PERFORMANCE |LEADING HOUSEHOLD CLEANING BRAND
    TOTAL SITE VIEWS: 1,149 CATEGORY SITE AUDIENCE (views) Age Demographics 36-45 years 34% Gender Female 70% Living in Residence 4-6 years 31% Discretionary Spend (IXI data) $31-$33k 12% Income (IXI Data) $77-$83k; $118-$133k 7%; 7% Marital Status Married 82% Behavioral: In Market Education 46% Behavioral: Transaction History Gifts 64%
  • 9.
    • Performance Analytical Summary
    • 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.
      • SITE PERFORMANCE |LEADING HOUSEHOLD CLEANING BRAND
  • 10.
    • Performance Analytical Summary
    • The site audience has a high income of $83-$107k with a healthy discretionary spend popping at $47-$61k (19%) but also ranging significantly from $11k up.
    • They are females within a smaller range of ages from 36-45 years who are in stable married relationships, that 63% of the time have no children.
    • Viewers of this site rent their home and have most often lived in their current residences over 7 years.
    • For Experian we some really interesting data from Mosaic with Sophisticated Singles popping with 25%. The other Experian Mosaic data matched what was called out for the overall landing page data in the slide above
    • The behavior data for Experian also saw the biggest percentage of view for Health and Fitness (67%)
    TOTAL SITE VIEWS: 249
      • SITE PERFORMANCE |LEADING HEALTH & BEAUTY BRAND
    CATEGORY SITE AUDIENCE (views) Age Demographics 36-45 years 25% Gender Female 67% Living in Residence 7-10 years 31% Marital Status Married 69% Discretionary Spend (IXI data) $47-$61k 19% Income (IXI Data) $83-$90k; $98-$107k 11%; 11% Home Ownership Renter 53% Behavioral: In Market Education; Dating/Romance; Credit Card 150% Behavioral: Transaction History Gifts 60%
  • 11.
    • Measurement is NOT something you do once during a campaign.
    • It must be built into the entire lifecycle to enable adjustments throughout and the strongest performance and return.
    • Align measurement with business goals.
      • In our case, Church & Dwight Church & Dwight Co., Inc. manufactures and markets a wide range of personal care, household and specialty products, under the Arm & Hammer brand name and other well-known trademarks.
      • We are focused on attracting new buyers to our brand and increasing sales
    • Measurement results that align with target assumptions enable us to tweak campaigns based on discrete data.
      • Even a slight needle move for a major brand can mean big sales. So campaign optimization is very important.
    • The counter-intuitive measurement results are the ones that open markets and point us to huge, unexplored sales opportunities.
    Applying Measurement – The Keys to Success