How WPP Media Drove Up to 292% Efficiency Gains for Church & Dwight by Replacing Attribution with Incrementality
Challenge
Church & Dwight partnered with WPP Media, Incremental, and Skai to build the industry’s first fully connected measurement-to-activation retail media system, transforming how data and analytics drives campaign performance. WPP Media provided strategic oversight, Incremental delivered daily causal incrementally modeling, and Skai enabled automated omnichannel execution, enabling incrementality measurement to flow directly into day-to-day campaign optimization rules and algorithms.
Solution
Church & Dwight partnered with WPP Media, Incremental, and Skai to build the industry’s first fully connected measurement-to-activation retail media system, transforming how data & analytics drives campaign performance. WPP Media provided strategic oversight, Incremental delivered daily causal incrementality modeling, and Skai enabled automated omnichannel execution, enabling incrementality measurement to flow directly into day-to-day campaign optimization rules and algorithms.
This system replaced last touch with attribution based on causal impact, drawing from econometric modeling, designed experiments, and quasi-experimental techniques such as difference-in-differences analysis. Through automation and direct API connection between Skai and Incremental, daily campaign level incrementality measurement was able to be fed directly into media buying workflows within Skai orchestrated by WPP Media.
This enabled campaigns to be optimized based on their incremental return on investment (iROI), shifting budgets and bidding strategy to improve overall media efficiency. The partnership moved Church & Dwight from rigid monthly budgets to a fluid weekly optimization model, reallocating investment toward higher-return areas and reducing spend in lower-return ones.
Results
The measurement-to-activation system delivered substantial improvements in both media efficiency and topline revenue without increasing working media budgets.
- 292% increase in media efficiency for Batiste on Target
- 161% increase in media efficiency for TheraBreath on Target
- 32% revenue growth for Arm & Hammer Laundry on Instacart (achieving record sales)
By replacing last-touch attribution with causal incrementality modeling and connecting those daily signals directly into automated media buying workflows, the partnership proved that integrated collaboration between measurement and activation creates value no single vendor can deliver alone, generating significant business impact for Church & Dwight while evolving how the company plans and manages retail media execution.
Through the combined capabilities of WPP Media, Incremental, and Skai, Church & Dwight built the industry’s first fully connected measurement-to-activation retail media system that directly embedded incrementality measurement within day-to-day campaign optimization at scale. By replacing attribution-based decision-making with an ensemble incrementality framework and leveraging workflow automation to turn those insights directly into automated activations, the partnership delivered substantial improvements in media efficiency, revenue growth, and operational agility.
Jess Chen
Group Director, Commerce Activation
About WPP Media
WPP Media is WPP’s global media collective. In a world where media is everywhere and in everything, we bring the best platform, people, and partners together to create limitless opportunities for growth. For more information, visit wppmedia.com.
About Incremental
Incremental is the leader in causal intelligence for commerce and media, built for brands navigating fragmented measurement across RMNs that want to move beyond last touch attribution and ROAS. Drawing from proven methodology, we use an ensemble model to isolate what truly drives sales—across retailers, channels, and campaigns. Our platform replaces ROAS with transparent, decision-ready intelligence daily at a campaign level, integrated directly into your media buying platforms. Designed for the dynamic conditions of commerce, the Incremental platform reacts to ever-changing conditions online and offline, from inventory shortages to competitive pricing and digital shelf position. Leading manufacturers use Incremental to build smarter budgets and more accurate sales forecasts and deliver greater topline growth from their media dollars. For more information, visit incremental.com.
About Church & Dwight
Church & Dwight is a leading American manufacturer of household and personal care products. Best known for its iconic Arm & Hammer brand, the company boasts a diverse portfolio of consumer goods, including other well-known brands like OxiClean, Trojan condoms, Hero Cosmetics, Nair, Replens, Therabreath, and Batiste dry shampoo. Their focus is on developing, manufacturing, and marketing value-added products that are staples in homes worldwide.
Solution used
