Kristina Kaganer, who has served as Director/Global Data Strategy at Coty since early 2016, discussed this subject at the Attribution Accelerator, an event convened by GreenBook and Sequent Partners.
And she suggested that a data strategy that mixes local relevance with global standards is vital for the company, which trades in more than 130 countries and sells a large number of brands, from CoverGirl and Rimmel to Wella and Nioxin.
“Inconsistent processes across the local markets is something we have to overcome on almost a daily basis,” she reported. (For more, read WARC’s report: Coty’s “glocal” approach to marketing analytics.)
“How do we actually make attribution something that’s embedded in the core of a global organisation, rather than something we rely on our one-off markets to complete?”
One example of how Coty has tackled this problem involves the ad-serving technology used in priority markets like the US, UK and Germany, where each country utilised a distinct model – right down to “naming conventions” for the data.
“Every single one of them had a slightly different ad-serving technology they used. The agency owned the contract, which means they owned the data,” Kaganer said.
Coty’s response: “We’ve built out a process to the individual agencies, so that now all the data sits in a central repository that Coty manages and owns, and we actually tell the agencies how to do it, rather than them telling us.”
A similar blend of the local and global has been applied to Coty’s analytic processes, content tagging, media optimisation and creative optimisation.
The payoffs, Kaganer continued, can help drive progress in areas like marketing science, omnichannel strategies and content creation. “We actually have a lot more uses for the data … than just attribution,” she said.
Sourced from WARC