Estée Lauder Companies x Ekimetrics Part 1: 10 years of marketing analytics partnership

This podcast episode features Doug Jensen from Estée Lauder Companies as he discusses the transformative shifts in the beauty industry over the last decade, highlighting the rise of indie brands and changes in consumer preferences. He emphasizes the importance of understanding these evolving consumer dynamics and the growing influence of platforms like TikTok on beauty marketing. Alongside Jean-Baptiste Bouzige from Ekimetrics, they share insights on the effectiveness of Marketing Mixed Modeling (MMM) as a comprehensive measurement tool that allows brands to navigate the complex landscape of marketing, while also looking forward to the future potential of AI in enhancing data collection and insights.