The Places We'll Go Marketing Show
Jul 31, 2026 · 41 min · 13 segments
In this episode, we sit down with Vasileios Kourakis, Global Marketing Effectiveness Director at L’Oréal, and Camille Erard, Luxury & Beauty Partner at Ekimetrics, to unpack how one of the world’s…
Vasileios KourakisGuest
Camille ErardGuest
Ritchie MehtaHostMark EvansHostAnd it's pretty clear that you are at the leading edge of this craft as you describe it.
So before you started to move beyond traditional econometrics and MMM and so on, what was missing? What weren't you getting? What decisions weren't being made in an optimal way that created the imperative to up your game?
For us to truly answer this question, you have to understand that standard measurement is not cutting it at L'Oréal, because you really have to understand the sheer ambition of the group, the scale that we have, the agility that we require, and the complexity, because we have to manage a portfolio of almost 80 different brands.
We're a global company, and we are operating in an MPD-driven industry, so it's all about speed.
So we are passionate about beauty, but also we're passionate about measurement.
And to answer that complexity, we also created what we call a complementary measurement toolkit.
You know, one standard approach, one standard methodology is not going to cut it.
And it's true that most of the advertisers have some kind of measurement in place.
But we believe, as you said, that we have one of the largest and most sophisticated marketing effectiveness programs globally.
And that comprises of, you know, pretty much all of the different measurement tools that, you know, most advertisers utilize.
We have a very strong marketing mix modeling in place, answering a lot of the strategic questions.
We are doing a lot of different marketing mix modeling deep dives that with, you know, with the partnership, of course, with EKI on this, among other partners we have.
We are doing short, long-term measurement, which is a very critical and important question for the industry over the last, I don't know, 20 years I've been in the industry or more.
And then, of course, we're running a lot of brand lift studies, conversion lift studies.
There's a plethora of different measurement tools that we need to be addressing and to be utilizing to be addressing the different questions we have as a business.
And it's pretty clear that you are at the leading edge of this craft as you describe it.
So before you started to move beyond traditional econometrics and MMM and so on, what was missing? What weren't you getting? What decisions weren't being made in an optimal way that created the imperative to up your game?
For us to truly answer this question, you have to understand that standard measurement is not cutting it at L'Oréal, because you really have to understand the sheer ambition of the group, the scale that we have, the agility that we require, and the complexity, because we have to manage a portfolio of almost 80 different brands.
We're a global company, and we are operating in an MPD-driven industry, so it's all about speed.
So we are passionate about beauty, but also we're passionate about measurement.
And to answer that complexity, we also created what we call a complementary measurement toolkit.
You know, one standard approach, one standard methodology is not going to cut it.
And it's true that most of the advertisers have some kind of measurement in place.
But we believe, as you said, that we have one of the largest and most sophisticated marketing effectiveness programs globally.
And that comprises of, you know, pretty much all of the different measurement tools that, you know, most advertisers utilize.
We have a very strong marketing mix modeling in place, answering a lot of the strategic questions.
We are doing a lot of different marketing mix modeling deep dives that with, you know, with the partnership, of course, with EKI on this, among other partners we have.
We are doing short, long-term measurement, which is a very critical and important question for the industry over the last, I don't know, 20 years I've been in the industry or more.
And then, of course, we're running a lot of brand lift studies, conversion lift studies.
There's a plethora of different measurement tools that we need to be addressing and to be utilizing to be addressing the different questions we have as a business.
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