The data party has just begun: Customer loyalty and digital amplification

This paper explains how L'Oréal, the cosmetics company, improved the way it collects and analyses data to evaluate loyalty programs in Latin America.

The data party has just begun: Customer loyalty and digital amplification

Cecilia Mastrini, Natalia Gitelman and Enric CidDatosClaros, L'Oreal and Netquest

Introduction

Despite the significant efforts undertaken by today's companies, keeping customer’s information organized is becoming harder. Different brands, departments and promotions have the potential to create new valuable information.

The effort required to systematize all this information to better understand customers is becoming increasingly intimidating. In addition, measuring the real impact of many promotional activities is not easy, partly related with this information dispersion.

This proposal will describe how L’Oreal and DatosClaros are collaborating with the help of...

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