L’OREAL Live Media Efficiency for Makeup Brands

PROJECT SUMMARY:

Based on the positive experience of our pilot project for the Hautklar brand, L’Oréal decided to roll out the holistic live ROI modeling approach (including dashboard visualization) for two other brands – Maybelline New York and L’Oréal Paris.

TD Reply conducted the data analysis and ROI modeling for both brands, while also carrying out live dashboard integration for four segments (teint, lips, eyes, nails) and related franchises in order to track and optimize media channel efficiency in real-time for ongoing campaigns.

 

CUSTOMER GOALS:

  • Provide a real-time ROI for the L’Oréal makeup segment (Maybelline New York and L’Oréal Paris) across all channels in order to support current and future media investment decisions through data
  • Make ongoing campaign adaptations feasible by providing immediate media efficiency insights and actionable implications

 

CHALLENGES:

  • Structuring complex data sets from two brands, four makeup categories, ten-plus media channels, 20-plus franchises, and 50-plus campaigns over the past two years
  • Deriving tangible ROI insights and implications at brand, category, channel, and campaign level for various stakeholders from different departments (brand, digital, media, programmatic)
  • Implementing a live system where all data points and KPIs are fetched automatically on a daily basis, using API access to native tools and automated calculation scripts

SOLUTION:

5 steps to a live efficiency system for Maybelline New York & L’Oréal Paris applying advanced data science:

  • Data Audit: Analyzing holistic data input, including two years of historical weekly and daily data on all media outlays and performance (paid, earned, owned channels), digital soundbox, offline and online sales
  • KPI Validation: Filtering the relevant marketing levers and understanding the digital customer journey through correlation analysis
  • ROI Modeling: Calculating the effect on sales of each media channel in each makeup category/brand combination through a marketing mix model and deriving insights and implications on media mix and channel efficiency
  • Live Dashboard: Transferring channel efficiency calculation into automated live tracking system and visualizing the insights for everyone at a glance in TD Reply´s Pulse
  • Ongoing Campaign Support: Continuous interactive learnings sessions with all relevant stakeholders to generate in-depth campaign insights and support immediate optimization of ongoing campaigns