How do you win in direct-to-consumer? Clorox VP of Growth Vivian Chang is taking the consumer giant’s 50+ brands straight to the people with data science, predictive modeling, and deep data-driven insights. 

That means moving from general demographics to more precise psychographics to build subscriptions, work hand-in-hand with existing retail channels, and give millennial consumers the ultimate in convenience. 

And that requires building a holistic data pool across the CPG enterprise level and connecting all the dots from mobile and CRM and retail. 

“CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier.

About CleverTap:

We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps. 

Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty.

Visit our website: https://clevertap.com/​

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CHAPTER TIMESTAMPS

0:00 Intro

4:26 CPG to DTC

7:02 Data synergies across the enterprise

9:04 Demographics to psychographics

12:51 Anatomy of an engaged customer

15:04 Personalization

17:26 Surround sound marketing

19:15 Retention & engagement

20:18 Marketing team structure

23:13 The future of marketing data

25:42 Solving channel conflict

27:46 Advice for CMOs