Data-Driven Media Optimization & Performance Analytics
3X ROAS Improvement Across Multi-Channel Campaigns
Shiseido Group, a global luxury beauty leader, was struggling with fragmented media performance data across their China market campaigns. Despite significant investments in digital advertising, the brand couldn't effectively measure true ROI or optimize budget allocation across channels. Campaign data lived in silos—paid media metrics, social listening insights, and e-commerce performance existed separately, making it impossible to understand the complete customer journey or identify which touchpoints actually drove sales.
Transform Shiseido's media analytics capabilities to create a unified performance measurement system that would connect every media dollar to actual business outcomes. The goal was to build advanced attribution models and optimization frameworks that would maximize ROAS across all channels while providing strategic insights for competitive positioning in China's luxury beauty market.
My Role
As Digital Marketing Analyst at Dentsu, I served as the lead analytics strategist for Shiseido's China operations, responsible for:
End-to-end media performance analysis across the luxury beauty portfolio
Advanced attribution modeling connecting multi-touch campaigns to sales outcomes
Strategic consulting on media investment optimization and competitive positioning
Applying Global Systems with Local Execution Intelligence
Multi-Source Data Integration & Attribution
Consolidated fragmented data sources across 10+ large-scale campaigns, integrating paid media metrics, social listening insights, and e-commerce performance into a unified analytics framwork
Strategic Consulting & Optimization
Delivered actionable post-buy reports with specific recommendations on budget allocation, audience targeting, and channel mix to maximize ROAS
Conducted deep-dive analysis on premium brand positioning, identifying untapped audience segments and optimal messaging strategies
Competitive Intelligence
Executed quarterly competitive benchmarking across 70+ luxury and personal care brands, analyzing share of media, market presence, and brand voice
Produced 10+ strategic landscape reports that directly influenced C-suite investment decisions and campaign pivots
Strong regional performance validated the framework's global scalability:
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
Customer-centric Marketing
B2C exposure complemented my prior B2B experience, strengthening my holistic view of customer-centric marketing in different market
Competitive Intelligence Drives Strategic Advantage
Advanced competitive analysis revealed untapped audience segments and messaging gaps that competitors hadn't addressed. This intelligence directly informed new product positioning strategies worth millions in additional revenue.
Data Storytelling Transforms Decision-Making
Technical analysis only created impact when translated into compelling strategic narratives that resonated with senior leadership
