In a constantly evolving digital environment, ensuring data reliability is a major challenge for businesses. That is why L’Oréal USA has chosen to rely on Converteo’s expertise to optimise analytics tracking on its websites and ensure a transition to more effective tracking that complies with new market requirements.
Enabling a better understanding of consumer expectations and more refined marketing strategies, data accuracy has become a key lever. Fully aware of this, L’Oréal USA turned to Converteo to optimise analytics tracking on its US websites and improve data quality, while preparing for the transition to more robust server-side tracking that complies with new regulations.
‘We were looking for a trusted partner to help us manage analytics tracking for our sites in the United States. We had two objectives: to ensure rigorous daily monitoring via ServiceNow and to lay the foundations for continuous improvement,’ explains Akshay Pandit Kumar, manager at L’Oréal USA. Given its proven experience across several divisions of the L’Oréal Group, including CDMO Paris, Converteo was the natural choice.
There were many challenges to overcome, as persistent inconsistencies in L’Oréal USA’s data had to be corrected, and the migration to server-side tracking had to be initiated, an essential step to ensure better data control and reliability. ‘We worked hand in hand with the Google and L’Oréal teams, implementing a gradual, collaborative approach, site by site, with constant monitoring to ensure optimal data quality,’ continues Akshay Pandit Kumar.
The results achieved in just a few months are encouraging. Optimising tracking has reduced errors on landing pages by 70%, providing a much more accurate view of the customer journey. ‘In six months, our teams processed 370 tickets and updated 45 tagging plans, illustrating the intensity and effectiveness of this collaboration.’
This ambitious partnership is continuing, with the next step being the harmonisation of tracking, while adapting to new personal data protection requirements. This approach reaffirms Converteo’s commitment to providing L’Oréal USA with long-term support in implementing increasingly effective and innovative data solutions.