Data-Driven Media Optimization & Performance Analytics
3X ROAS Improvement Across Multi-Channel Campaigns
Shiseido, a global luxury beauty leader, was flying blind. Despite significant media investment, performance data was trapped in silos—paid media, social, and e-commerce metrics were all disconnected. This made it impossible to measure true ROI, understand the full customer journey, or make data-driven budget allocation decisions.
My mission was to build a unified performance measurement system from the ground up, designed to connect every marketing dollar to a clear business outcome.
As the lead analytics strategist, my solution was not just to create reports, but to build a sustainable, data-driven decision-making engine for the client
The Data Infrastructure: Integrating a Single Source of Truth
Consolidated fragmented data sources from over 10 large-scale campaigns, integrating paid media metrics, social listening data, and e-commerce performance into a single source of truth. This broke down the data silos for the first time.
The Intelligence Layer: Building the Decision-Making Models
Designed and implemented advanced multi-touch attribution models and built a suite of real-time performance dashboards. This intelligence layer was designed to not just report data, but to surface actionable, strategic insights on budget allocation, audience targeting, and channel mix
The new analytics engine provided unprecedented clarity and fundamentally transformed the company's media strategy, leading to immediate and significant business impact:
Business Impact
3X improvement in overall ROAS through advanced attribution modeling and optimization frameworks
27% overall sales uplift across integrated online and offline channels
85% sales increase for key serum product relaunch following campaign optimization
Strategic Outcomes
Established Shiseido as a data-driven leader in luxury beauty media strategy
Created repeatable frameworks for campaign optimization that became standard practice
Strengthened competitive positioning through actionable market intelligence
