CreatorIQ

On Ep. 54 of Earned, we spoke to Doug Jensen, SVP of 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.

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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Welcome to Earned, an influencer marketing podcast by CreatorIQ. In this series, Conor Begley, Chief Strategy Officer at CreatorIQ, sits down with esteemed industry leaders, exploring the minds—and marketing strategies—behind the most successful brands in creator-led marketing. In each episode, we dive into our guest’s background, as they walk us through the unique—and often unexpected—journey that led them to landing their dream role. We discuss their tried-and-true marketing philosophies, and of course, we talk about influencers, sharing best practices for maximizing the power of the Creator Economy and cultivating impactful influencer communities. Each guest also lends advice to young professionals starting out in the industry, and reveals a few of the key marketing strategies behind their brand’s coveted success, online and off—so be sure to tune in, and take notes!