VIDEO | The Estee Lauder Companies CAO: We Work in Partnership With the Business
(US and Canada) Sol Rashidi, SVP and Chief Analytics Officer, The Estee Lauder Companies, speaks with Kellie de Leon, Treasure Data Content Marketing Senior Director, in a video interview about centralizing customer data, business context, and establishing a working partnership with the business for better data usage.
According to Rashidi, businesses spend a significant amount of time locating data, putting it together, and figuring out which data sets should come together. Creating a capability that removes these steps from the equation can free up a lot of time to think about and solve a business problem.
She explains that the job would entail going back to the business, sharing insights, and understanding the business context. Viewing the data through a different lens can lead to new findings, Rashidi notes.
Next, Rashidi discusses the impact of centralizing data and says that it can help establish consumer worth based on multiple data sources such as volume, frequency, types of products, and price per unit.
She mentions a data centralization initiative at The Estee Lauder Companies where different customer service systems were centralized and consolidated. These systems and the customer service centers were separate from the revenue management systems, Rashidi points out.
The centralization revealed that the company was making a considerable margin on a particular consumer profile. Rashidi’s team worked with the business to understand why this was happening.
CDO Magazine appreciates Sol Rashidi for sharing her insights and data success stories with our global community.
See more from Sol Rashidi