Due to shifts in consumer behavior, L’Oreal encountered difficulties in assessing their sales partners' capacity to transform website visitors into paying customers. Seeking a solution to optimize their media budget allocation in real-time, they turned to Acceleration@Wavemaker for assistance.
We collaborated with them to create and put into action the customized AI Algorithm known as 'Tidal.' This innovation streamlined their social media advertising, resulting in a 22% improvement in media budget efficiency.
L’Oréal wanted to increase the overall turnover with better performance of their media investment efficiency. To do that, they needed a simple, detailed, and resource-light sales attribution model for 20 brands across the four Nordic markets, to gather and use data effectively in their media investments moving forwards, enabling a higher degree of transparency in the user journey from media impression to sales.
Together, we created ‘Tidal’ – a bespoke AI that predicts the sales foreach of the eCommerce partners across 20 brands and four markets.
With Tidal, we were able to:
Predict the outcome of future campaigns and optimize potential to focus on media spend
Understand the effectiveness of media investments and replicate successful campaigns
Identify paid social campaigns that were overspending and underspending to refine and target media budgets
Data Activation and Advanced Analytics
Predictive & Advanced Analytics
With Tidal, we created a tool that can invest and reinvest media budgets in real-time, while getting progressively smarter as more data is processed. It has improved the way L’Oréal runs and optimizes Facebook campaigns.
22%average increase in media efficiency via brands/markets
14%increase in effectiveness due to Tidal’s ability to optimize investments between brands and markets
8%increase in efficiency as Tidal works on micro-optimizing budget allocations ensuring that investments are made when returns are peaking