When managing a database of 3.5 million people across 21 brands, how do you find your most engaged customer? And, the real trick, how do you make more customers behave like her?
Our Adobe implementation across L’OréalUK & Ireland brings together the needs of 45 stakeholders, and the feeds from 40 disparate datasets. Through this new, single customer view, we are able to assign an engagement score to every single person their brands are in touch with. This is based on the brands a person uses, where and how they browse, where, when and what they buy, and how engaged they are with communications. How appealing is a make-up demonstration? How connected is that to purchase? Who is buying across the portfolio? And how?
Now we know what “good engagement” looks like, we understand the behaviors we want to see in other customers. We can see how different actions are connected. What drives engagement, and, most importantly, what drives purchase. Only when we know what good looks like, can we make more of it. A beautiful outcome.