October 13, 2017 - Kelly Liyakasa, senior editor and marketing tech for AdExchanger, writes: About a year and a half ago, global beauty manufacturer Coty realized it needed to get a grip on its own data.
The company was about to complete a merger with several P&G specialty beauty brands and become a $9 billion global business.
And since Coty was expanding its portfolio, pressure was mounting because each brand had its own unique marketing requirement.
For instance, big-box brands such as Clairol and CoverGirl work with suppliers, retailers and consumers differently than Wella, Coty’s B2B brand, or the Marc Jacobs and philosophy specialty labels.
“When you’re in consumer beauty and fighting for shelf space at Walmart and Target, you’re competing very differently than if you’re fighting for shelf space at Sephora,” said Kristina Kaganer, director of global data strategy for Coty, speaking Thursday at the Attribution Accelerator event in New York. More...