Analytics Summit’s Post

Transcript

Fancy You started your career in the energy sector and now you're working as a chief of data and analytics for the Duck Regional. Loreal. What motivated you to move into the personal care industry and how does the transition work for you? Yeah, so after a rewarding experience of 12 years in Eon, I was really drawn by this unique love brand energy of Loreal. So the opportunity to contribute. To their personal care, to this company that constantly puts the customer 1st and is really a lot of brand across 37 unique, diverse international brands. What is really special? That was really compelling, to be honest. And Loreal is not dedicated to just beauty, but beauty tech. So This is why data and tech comes together and it's really interesting for me. And yeah, and this dynamic environment. And that is really special in comparison to the energy sector. It was really cool and I was willing to shape this future of beauty. Can you go into that a bit? Like what unique challenges have you faced while moving from energy to the personal chemistry? Yeah, the biggest difference lies in the data itself. So in the energy sector you usually have more structured machine generated data and in personal care. The data is much more diverse, so from retailer data or ecom behavior, shopping behavior to also the whole media attribution and the this needs really and complete different analytical skills and tool setup. So it's quite different. And additionally there are exciting new avenues of AI because here we can do like this beyond the traditional. And algorithms and automation more like applications like this AI powered shade matching for makeup or like these back shots generated by AI. So you don't have to put your serum here and then drive to the forest and drive to whatever, but you just do the pack shop and then in minutes you have thousands of different pictures. That's quite cool. As I said, this is a. More complex ecommerce structure itself than for example, like the energy sector. And for that I bet you need a very robust analytics platform. I know you're using a form. So how has Google Analytics helped you in making data-driven decisions at Loreal? So yeah, the valuable insights come about the customer behavior for sure So we wanted to optimize our apps, the digital experience itself and measured the effectiveness of marketing because. You're one of the top five spender worldwide in marketing, so this is really, really important to measure and optimise on a daily business. Kinchan's example, like how you are using it for a daily business. To be honest, the these digital services across all the brands are quite special. So we needed a standardised framework and there GTFO was the answer. That was first thing and then the digital services like this virtual Tryon. You can also try on makeup, but you can also find the right shade for your hair. It's quite intense, so people take their time to use it. And we really needed to have granular data because these services have a tremendous growth at the moment. And we really needed to understand the whole customer journey and this across all the different brands. And there it was really important because only in this seamless integration. And the integration into Google Cloud as well helped us to really see the insights across all brands scalable and then help to optimize the experience in these services. Yes. So with so many services, I've used them in the past, it's very fun. It's always challenging to balance. What shape is your best? Did you did you test they say I need. Shining Power Ah OK. So it needed low. Yeah. Vitamin C. Great. OK. Good. Yeah, I will try that. Yeah. Yeah, great. Good idea. But like with so many services across so many regions, it's always a challenge to balance like data collection, data privacy, especially when you go inside and outside EU. So how does lawyer ensure compliance with privacy regulations like GDPR, DMA, while maintaining the analytics capabilities? Yeah, to be honest, I also said that in the presentation. So privacy is paramount for Loreal. And there is no Gray zone. So it's really the foundation of the trust we built with our customers that are at heart at the heart of everything we do. O there is really an embittered privacy by design approach in every step where consumer data is processed or involved. And yeah, from the outset, we involved the key stakeholders, so specialist for IT, legal team, data protection officer, data team. Everyone at one place to also identify and mitigate risk really, really, really early and to build a robust safeguards. And here like regulations like you said GDP are, it's really, really important to still deliver impactful analytics. So we have to find the sweet spot between respecting consumers choice and also still be able to measure. And have an effective analytics landscape. And in this case, it's like we have data governance, we have our experts in privacy, we have the privacy by design principles. We really need to minimize data collections. This is really important. And then still the transparency to balance this measurement effectiveness and the privacy part. So you're talk earlier was about the consent mode and how that also was implemented at Lori. Of course, it is a necessary step to stay compliant with the Digital Markets Act, So definitely an important step. Do you have any privacy actions planned for the future after concert mode now? Yeah, the next step for enhanced privacy is definitely server size GTM. So service side, Google Tech Manager is really important because then we can process the data on our own service. And in this case, we are as Loreal in direct control what happens with this data about the collection, about the usage and with whom it's shared. O this is really important. And this approach not only strengthens the data privacy part of it, but also prepares us for this may be coming cookieless future. Let's see when it comes. And in this case, really it's important, as I said, to leverage. For the first party data marketing and also benefiting from the AI modeling of Google and one sidestep is also that a server side tagging can also improve the performance of the website and therefore again a better user experience. Yes, definitely a good idea to implant Amazon. Next step. My next question is a bit of a pivot towards the scale of Loreal itself. So you said earlier you manage multiple brands across many regions. Bones, even outside the dark region globally each have their own teams. So how do you specifically collaborate with global and regional teams to ensure consistent and effective use of data? Yeah, being part of this global powerhouse, Loreal is really exciting and there is a wealth of knowledge we can tap into. And we work hand in hand with global, with Zone, with our local teams, with brands, and we establish best practices, but we also ensure data consistency. In this case, yeah. And this collaborative spirit brings really knowledge sharing. We learn together, we accelerate innovation and we have also this data-driven experience. User experience is not something that's just a feeling. But now everybody sees the same KPI's is working with the same data and the same tools. So this is really helpful. So it's like a. Global knowledge base just to exchange information for. That's interesting. So working in this global structure, do you have any lessons or key insights for other companies in the similar global structure? Yeah, communication is key, as I already said on the stage, because there needs to be a clear communication channel. There needs to be a fostering collaboration between the teams. Not really working in silos. Is it regional or is it it? Good data or whatever or everybody has to work together. So there are possibilities to work together without being in the same organic chem O maybe investing time in this and also investing into shared tools like we did because we all use the same. So it helps to talk about the same platform or tool, whatever. And then this really is essential for a consistent and also effective. The data utilization on a global scale and it might seem to be a bit old fashioned but sometimes also a racy or at least to know who is doing what for whom. Who is responsible for this website, is it local, is it global and and whom to contact? This is really important. It seems to be like easy peasy, but just do it and then it's clear, right? Yeah, the larger company that definitely more important is to have someone or have a guide where to contact someone who's responsible. Alright, I have some off topic questions now that we are getting to the end of this. I mean you just arrived here to go on this, but how have you enjoyed the summer so far? Like what? What do you think of the the summit? So well organized, really nice location and a really cool agendas. So I'm really looking forward to see the other speakers. I had the pleasure to get to know some of the speakers yesterday already and I'm really really keen on getting to know their stories because I can see already it's an honest knowledge sharing. It's really about sharing also what doesn't work right And this I really enjoy and really looking forward to the to the next speakers. Have a speaker slot you are most interested in? Yeah, I think Taliyah with. It's really this **** ** story. I really enjoy this because it's so honest and I think feet will share a really honest story where you can see what is important and where you have to fight in, in, in this kind of companies for to have a real good integration. So I'm really looking forward to this. Yes, sometimes it's better to see like the what's going wrong to know, yes, we can learn from the mistakes from others a lot. Yeah. OK. My last question is, you have so much experience in the field of data for professionals growing in this field of data and analytics. Do you have any advice for navigating this landscape that's constantly evolving? Yeah, better learn and never stop learning and visit these kind of conferences to learn from others, have peer-to-peer connections, talk to each other, help each other, share a lot of best practices. And really don't be shy to say, hey, I don't know this technology yet, but I'm willing to learn about it. And then there is so much like. Chemours like conference, like peer-to-peer coaching, like shattering. You can do so much. Not only online learning and whatever. So stay conscious, stay curious, stay really on on this edge of never stop learning and then everything is fine because you can do every job you want to in this area. Yeah. All right. Thank you so much for being here. Thank you so much for your insight, Nancy. And I am very excited to see the rest of the seminars as well as you are probably. Thank you. Great.