Church & Dwight Case Study2010

Kierie CourtneySenior Manager Direct Response Marketing

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Products Consumers Love

5144 44 43 42 41 41 41 38

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52 50

One of the Most Highly Respected Brands in the U.S.

Average Impressions* ~ January – June, 2007

*Base: Varies by brand

Average Impressions* ~ January – December, 2008Average Impressions* ~ January – December, 2008

vs. other world class brands…

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4

Baking

Deo Pet Supplies

PersonalCare

PoolLaundryCleaners AirCare

BabyCare

Paint

Automotive

FloorCare

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No Other Brand Covers More Aisles Than ARM & HAMMER

Broad Retail Reach

WAREHOUSE CLUBS

SPECIALTY

HOME CENTERS

GROCERY

DOLLAR STORES

DOLLAR STORES

DRUG STORES

MASS MERCHANTS

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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

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

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%

Performance Analytical SummaryoSome interesting insight gathered from our new data include Behavior and Mosaic clusters from Experian

oFor 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

oThis provides interesting targets for the team, as it appears people from smaller towns are more likely to convert.

SITE PERFORMANCE |LEADING HOUSEHOLD CLEANING BRAND

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

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%

SITE PERFORMANCE |LEADING HEALTH & BEAUTY BRAND

• 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