Alessio Rossi, VP of interactive marketing for L'Oréal’s luxury cosmetics brand Lancôme, a MediaForge and LinkShare customer, said that Rakuten “has helped us fine-tune our position and generate incremental business” by managing its affiliate network and retargeting efforts.
“We don’t talk about channels anymore,” he added. “We talk about the overall experience. CRM is at the center of everything [we do] … but [there is] increasing complexity and challenge with facilitating [that seamless experience] that goes well beyond the organizational challenge to have full transparency on KPIs. Because we play specifically in the luxury space, we tend to be as selective as possible when it comes to which media should we display.”
The need for greater transparency on channel performance (and to prevent any unnecessary overlap in spend) was the catalyst for Cadence, Joines said. With a plethora of pure-play attribution vendors like Convertro and Visual iQ, as well as giants like Google getting in to universal analytics and data-driven attribution, the competition is heating up.
Although Lancôme is not yet using Cadence, in early tests with advertisers, the attribution tool has already delivered insights for Rakuten Marketing.
“It’s shown that affiliates are a really key driver in even brand awareness, which was surprising to us,” Joines noted. “In real time, on the spot, [it’s looking at] how one channel is impacting another and that can go across search, display, affiliate and really look at the overall impact their spend is having so that they’re not under-utilizing channels or over-utilizing other ones.”