Data & AI for Business

[Replay] Programme rather than project: L'Oréal Luxe France, driving performance through data since 10 years

Apr 13, 2021 | 8:50 AM - 9:05 AM

Description

L'Oréal Luxe France and Ekimetrics initiated their collaboration in 2012, with a Marketing Mix Modeling project on the Lancôme brand. Since then, the teams have worked together to develop the approach: to make it more complete, richer, more dynamic but above all in constant adaptation to the issues of the beauty market. After having contributed to the success of La Vie Est Belle, the first franchise in the women's market for the past 5 years, this approach now allows L'Oréal teams to control the impact of marketing levers in order to allow themselves more creativity, but also to quickly test the effectiveness of new actions. A joint review of how data science can feed strategic decision-making.

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