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LIVE ROI MODELLING

  • Cases
  • Highlights
  • Retail & Consumer Goods

SUMMARY

TD Reply implemented a live brand performance management system for the Maybelline New York and L'Oréal Paris brands by L’Oréal. Its cornerstones: live ROI modeling, a flexible live dashboard, and ongoing campaign support by TD Reply’s consultants.
PERIOD: 2017 – ONGOING

GOAL

Based on the experience of our pilot project for the brand Hautklar, L’Oréal decided to rollout the holistic live ROI modelling approach including dashboard visualization for two additional brands: Maybelline New York and L’Oréal Paris. For both brands, TD Reply was to conduct data analysis and ROI modelling as well as live dashboard integration for four segments (teint, lips, eyes, nails) and related franchises in order to challenge and optimize media channel efficiency of running campaigns in real-time.

CHALLENGE

  • 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

TD Reply made use of its 5-steps approach towards a live ROI modeling 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 an automated live tracking system and visualizing the insights for everyone at a glance in TD Reply´s Pulse dashboard

Ongoing Campaign Support: Continuous interactive learnings sessions with all relevant stakeholders to generate in-depth campaign insights and support immediate optimization of ongoing campaigns