CreatorIQ

<p>On Ep. 54 of Earned, we spoke to Doug Jensen, SVP of<strong> </strong>Go-to-Market Analytics &amp; Activation for the Estée Lauder Companies (ELC). We start the episode by unpacking what Doug’s analytics-focused role entails, and learn more about his path from statistical analyst to business consultant to beauty analytics expert. We then explore how Doug leverages an industry technique called “marketing mix modeling” to understand the impact that various marketing tactics have on ELC’s sales, search, and traffic. Doug explains how measuring all parts of the marketing funnel can help prove a strong relationship between influencer marketing and sales. From there, we dive deeper into the effect that content creators and social media have on consumer sales, before discussing ELC’s viral TikTok campaigns and learnings from the platform. To close the show, Doug emphasizes how his job is not measurement for the sake of measurement, but rather measurement in service of an outcome: brands and marketers making better decisions.</p>

Doug Jensen

SVP of Go-to-Market Analytics & Activation for the Estée Lauder Companies

In Episode 54 of Earned, Conor Begley, Chief Strategy Officer at CreatorIQ and co-founder of Tribe Dynamics, sits down with Doug Jensen, SVP of Go-to-Market Analytics & Activation at the Estée Lauder Companies.


54 - Doug Jensen, Estée Lauder Companies

From Analytics to Action: How Marketing Mix Modeling Helps Inform the Estée Lauder Companies’ Activation Strategy

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