© Copyright Convert Group 2022
Laboratoires Pierre Fabre, a leading French multinational pharmaceutical and cosmetics company.
They needed a way to evaluate the impact of the banner campaigns down to SKU level and allocate their marketing investments to the right products and activations.
In the fast-paced world of eCommerce, access to real-time metrics offers a competitive advantage when fine-tuning your marketing strategy.
Pierre Fabre wanted to proactively know their market share, order volume and category sales evolution to plan their activations based on data.
Pierre Fabre worked closely with Convert Group using eRetail Audit Marketplace to measure the impact of a banner campaign activation* with a major retailer within the Antiaging category relating to one of their brands, Avène.
With access to real-time data for that retailer, it became possible to get immediate results on their campaign and compare their performance with the competition.
For example, using eRetail Audit Marketplace, Pierre Fabre had a complete overview of their exposure and conversion rate but also the overall return of the campaign.
In addition, they could easily measure their market share against the competition to understand the magnitude of campaign success of their brand within the category.
*activation period comparison: 4/11/2021 – 3/12/2021 vs previous 30 days
With accurate, real-time retailer data Pierre Fabre could understand how the campaign results compared with the category by having access to both the category and brand evolution of sales, but also how this affected competitors.
Avène grew 4x faster within its category and gained market share from competing brands.
Moreover, it was now possible to measure the SKU with the highest contribution in sales value growth over the set campaign duration allowing Pierre Fabre to measure SKU performance in campaigns with multiple products.
For example, AVENE – DERMABSOLU CREME DE JOUR FONDAMENTALE 40M which was one of the products featured in their activation campaign, had the biggest sales value contribution.
To expand the campaign evaluation beyond key retailer data and into the total market and cluster 1 sales evolutions, the brand also used eRetail Audit Panel data to understand how they influenced the market on a wider scale.
Brand Sales Evolution Compared to 33% Retailer Category
Total Market: Brand Sales Evolution vs. 31,3% Category Sales Evolution
Cluster 1: Brand Sales Evolution vs. 34,7% Category Sales Evolution
Avène Order Growth vs. 33% Category Order Growth
Category Market Share
|__cfruid||session||Cloudflare sets this cookie to identify trusted web traffic.|
|cookielawinfo-checkbox-advertisement||1 year||Set by the GDPR Cookie Consent plugin, this cookie is used to record the user consent for the cookies in the "Advertisement" category .|
|cookielawinfo-checkbox-analytics||11 months||This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".|
|cookielawinfo-checkbox-functional||11 months||The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".|
|cookielawinfo-checkbox-necessary||11 months||This cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".|
|cookielawinfo-checkbox-others||11 months||This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.|
|cookielawinfo-checkbox-performance||11 months||This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".|
|CookieLawInfoConsent||1 year||Records the default button state of the corresponding category & the status of CCPA. It works only in coordination with the primary cookie.|
|elementor||never||This cookie is used by the website's WordPress theme. It allows the website owner to implement or change the website's content in real-time.|
|bcookie||1 year||LinkedIn sets this cookie from LinkedIn share buttons and ad tags to recognize browser ID.|
|bscookie||1 year||LinkedIn sets this cookie to store performed actions on the website.|
|lang||session||LinkedIn sets this cookie to remember a user's language setting.|
|lidc||1 day||LinkedIn sets the lidc cookie to facilitate data center selection.|
|lidc||1 day||LinkedIn sets the lidc cookie to facilitate data center selection.|
|UserMatchHistory||1 month||LinkedIn sets this cookie for LinkedIn Ads ID syncing.|
|_calendly_session||21 days||Calendly, a Meeting Schedulers, sets this cookie to allow the meeting scheduler to function within the website and to add events into the visitor’s calendar.|
|SRM_B||1 year 24 days||Used by Microsoft Advertising as a unique ID for visitors.|
|_ga||2 years||The _ga cookie, installed by Google Analytics, calculates visitor, session and campaign data and also keeps track of site usage for the site's analytics report. The cookie stores information anonymously and assigns a randomly generated number to recognize unique visitors.|
|_ga_JEF3YMD9X5||2 years||This cookie is installed by Google Analytics.|
|_ga_YZW39K3BZ2||2 years||This cookie is installed by Google Analytics.|
|_gat_gtag_UA_51535034_1||1 minute||Set by Google to distinguish users.|
|_gat_user||1 minute||Google Analytics sets this cookie to throttle request rate.|
|_gcl_au||3 months||Provided by Google Tag Manager to experiment advertisement efficiency of websites using their services.|
|_gid||1 day||Installed by Google Analytics, _gid cookie stores information on how visitors use a website, while also creating an analytics report of the website's performance. Some of the data that are collected include the number of visitors, their source, and the pages they visit anonymously.|
|CONSENT||2 years||YouTube sets this cookie via embedded youtube-videos and registers anonymous statistical data.|
|li_sugr||3 months||Used by LinkedIn to make a probabilistic match of a user's identity outside the Designated Countries.|
|_fbp||3 months||This cookie is set by Facebook to display advertisements when either on Facebook or on a digital platform powered by Facebook advertising, after visiting the website.|
|ANONCHK||10 minutes||The ANONCHK cookie, set by Bing, is used to store a user's session ID and also verify the clicks from ads on the Bing search engine. The cookie helps in reporting and personalization as well.|
|fr||3 months||Facebook sets this cookie to show relevant advertisements to users by tracking user behaviour across the web, on sites that have Facebook pixel or Facebook social plugin.|
|MUID||1 year 24 days||Bing sets this cookie to recognize unique web browsers visiting Microsoft sites. This cookie is used for advertising, site analytics, and other operations.|
|NID||6 months||NID cookie, set by Google, is used for advertising purposes; to limit the number of times the user sees an ad, to mute unwanted ads, and to measure the effectiveness of ads.|
|test_cookie||15 minutes||The test_cookie is set by doubleclick.net and is used to determine if the user's browser supports cookies.|
|VISITOR_INFO1_LIVE||5 months 27 days||A cookie set by YouTube to measure bandwidth that determines whether the user gets the new or old player interface.|
|YSC||session||YSC cookie is set by Youtube and is used to track the views of embedded videos on Youtube pages.|
|yt-remote-connected-devices||never||YouTube sets this cookie to store the video preferences of the user using embedded YouTube video.|
|yt-remote-device-id||never||YouTube sets this cookie to store the video preferences of the user using embedded YouTube video.|
|_clck||1 year||No description|
|_clsk||1 day||No description|
|AnalyticsSyncHistory||1 month||No description|
|CLID||1 year||No description|
|li_gc||5 months 27 days||No description|
|m||2 years||No description available.|
|referrer_user_id||14 days||No description available.|
|SM||session||No description available.|
|wordpress_gdpr_allowed_services||5 months 27 days||No description available.|
|wordpress_gdpr_cookies_declined||5 months 27 days||No description available.|
|wordpress_gdpr_first_time||5 months 27 days||No description available.|
|wordpress_gdpr_first_time_url||5 months 27 days||No description available.|