In this episode, I share snippets of a recent episode of the Flywheel Commerce Collective podcast, and take you inside how Clorox has evolved its approach to data clean rooms. In short: an experimental investment just a few years ago has now become a foundational pillar of modern marketing. What’s changed? A lot. I break down how clean rooms are no longer just a “nice-to-have” piece of tech, but essential infrastructure powering personalization in a privacy-first world.

I dig into real-world examples shared by Tiffany Tan, Head of eCommerce Growth Accelerator at Clorox, including how Clorox tailors messaging based on context, behavior, and intent rather than demographics. From back-to-college campaigns, to crisis-driven demand spikes, this episode explores how brands are finally getting closer to the “why” behind consumer behavior, and what that means for the future of retail media and AI-driven marketing.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] – Clorox’s early investment in clean rooms and the 2023 CES context
[00:51] – Tiffany Tan’s recent insights and how the conversation has evolved
[01:00] – Publicis acquires LiveRamp for $2.2B — why this validates the space
[02:00] – Clean rooms reframed as a personalization enabler, not just technology
[03:30] – Brita example: tailoring messaging for back-to-college moments
[05:12] – Crisis scenario: lead in water and high-intent consumer behavior
[08:15] – Measuring success: why personalization is cumulative over time

Links & Resources

Listen to Tiffany Tan's full appearance on The Commerce Collective Podcast: How Clorox is building toward 1:1, personalized marketing in a multi-retailer world
Subscribe to The Commerce Collective Podcast on Apple Podcasts
Follow Tiffany Tan, Head of eCommerce Growth Accelerator at The Clorox Company, on LinkedIn
Follow Emma Irwin, Brand Marketing Manager @ Flywheel & Host of The Commerce Collective Podcast, on LinkedIn
Read my related articles:
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How Clorox Uses Data Clean Rooms to Unlock Powerful Personalization (AI Marketing Explained)

Retail Media Breakfast Club

How Clorox Uses Data Clean Rooms to Unlock Powerful Personalization (AI Marketing Explained)