How L’Oréal drives marketing effectiveness and media neutrality

’Oréal has developed a tool, dubbed cockpit, that measures the ROI and productivity of its digital media investments so it can see what is working in real time and make decisions on where to spend.

The tool, developed with cloud business Domo, allows every marketer, product manager and media owner at L’Oréal to have a “clear view on what’s working and what’s not working”, according to chief digital officer Lubomira Rochet. It tracks more than 20,000 data sources in real time to view performance across digital media – from its own website to Instagram or YouTube – using metrics such as share of voice and performance measures including fraud, viewability, CPM and CPC…