Optimising media spend and increasing sales at Reckitt with the Artefact Audience Engine. Artefact’s data scientists, data engineers and consultants worked with Reckitt’s transformation team to implement a powerful and scalable Audience Engine. This platform is now used every day by Reckitt’s teams around the world. Speakers in the video: Stanley Wang, Manuela Mesa, Derek Li

Reckitt is a multinational consumer packaged goods (CPG) company, with offices all over the world. Its purpose is to create a cleaner and healthier world and its products include household favourites such as Dettol, Durex, Harpic, Lysol, Nurofen and Vanish.

Like many businesses today, Reckitt recognised that it relied on traditional methods to understand its customers – consumer panels that delivered audience insight based on surveys, brand knowledge, demographics, consumption and market statistics; shoppers were predominantly reached through TV advertising.

Reckitt’s mission was to transform itself into a data-first business, a move that would enable it to exploit the value of its own data to strengthen its understanding of its audiences, and from there make its digital advertising more effective in order to increase sales.

“The partnership between Artefact and Reckitt has been phenomenal and we consider the Artefact team to be part of the Reckitt family.  The people are the key success factor of the Audience Engine; they drive conversations on every step we need to take and engage major stakeholders with professionalism and skill.”

Stanley Wang – Audience Engine product owner at Reckitt

Results of the Audience Engine’s project: Test and learn campaigns show 30% increase in media spend ROI

“The strategic mindset of Artefact’s multi-disciplinary teams has been instrumental in allowing us to leverage the different types of consumer data that we have, as well as build a sophisticated product that can scale globally and is now used every day by our teams around the world.”
“The Audience Engine has changed how our business is able to operate and we will continue to evolve as it enables us to make better and more effective use of our data.”
says Stanley Wang – Audience Engine product owner at Reckitt