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Direct-to-consumer marketers are a rising industry force, but not necessarily at the expense of mass-market traditional consumer brands. At least, that's how Eric Reynolds, Clorox Co. CMO, sees it. Reynolds talks to Ad Age about how Clorox is using d-to-c to collect first-party data and more.

How much value do you get out of Clorox's direct-to-consumer businesses?

Those consumers who shop there fuel our entire digital marketing strategy. We use those kernels of people, especially women who use Renew Life, and we use those behaviors to do the lookalike modeling in our DMP [data management platform] for our programmatic. So every time someone says, "Let's kill that little d-to-c business, it's a lot of work," we know the goal is that first-party data will fuel the entire media operation.

Continue reading at AdAge.com


Direct-to-consumer marketers are a rising industry force, but not necessarily at the expense of mass-market traditional consumer brands. At least, that's how Eric Reynolds, Clorox Co. CMO, sees it. Reynolds talks to Ad Age about how Clorox is using d-to-c to collect first-party data and more.

How much value do you get out of Clorox's direct-to-consumer businesses?

Those consumers who shop there fuel our entire digital marketing strategy. We use those kernels of people, especially women who use Renew Life, and we use those behaviors to do the lookalike modeling in our DMP [data management platform] for our programmatic. So every time someone says, "Let's kill that little d-to-c business, it's a lot of work," we know the goal is that first-party data will fuel the entire media operation.

Continue reading at AdAge.com