I came across an article about L’oreal deciding to adopt a data-driven marketing strategy that that help to learn more about their consumers and their behaviors. This strategy was put into place because of the lack of access to direct data, that ecommerce merchants and retailers are privy too. Aruna Paramasivam, Head/Data Acquisitions & Partnerships at L’Oréal USA, believes that there is a gap in data quality in media activation and in measurement and attribution for brand marketers. She said, “For us at L’Oréal, data quality is about getting a very clear picture of who our consumer is and being able to get in-depth datapoints on our consumers.”
First-party data from its limited ecommerce sales, in combination with more scaled data from distribution partners (i.e. Amazon), has helped L’oreal to use data for media campaigns(used this data to build internal audience segments) but they still struggle with the analytics. Retailers not sharing data or sharing old sales data, prevents L’oreal from being able to use the transaction data that could help determine ROI.