{"id":123691,"date":"2024-07-30T09:06:09","date_gmt":"2024-07-30T08:06:09","guid":{"rendered":"https:\/\/www.artefact.com\/blog\/pierric-duthoit-cdo-at-coty-at-the-adopt-ai-summit-transforming-beauty-marketing-with-ai\/"},"modified":"2024-09-24T14:33:26","modified_gmt":"2024-09-24T13:33:26","slug":"pierric-duthoit-cdo-at-coty-at-the-adopt-ai-summit-transforming-beauty-marketing-with-ai","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/br\/blog\/pierric-duthoit-cdo-at-coty-at-the-adopt-ai-summit-transforming-beauty-marketing-with-ai\/","title":{"rendered":"Pierric Duthoit, CDO da COTY no Adopt AI Summit - Transformando o marketing de beleza com IA"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--link_color: var(--awb-color6);--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:var(--awb-color1);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1 description\" style=\"--awb-text-color:var(--awb-color5);--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>Principais aprendizados da discuss\u00e3o com Pierric Duthoit, Chief Digital Officer da Coty no Adopt AI Summit by Artefact - 5 de junho de 2024<\/p>\n<p>Perguntas de Florian Thiebaut, Managing Partner da Artefact, e Alexis Poujade, s\u00f3cio da Artefact.<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:var(--awb-color1);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div style=\"text-align:center;\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type button-primary-medium\" style=\"--button_text_transform:var(--awb-custom_typography_2-text-transform);--button_font_size:var(--awb-custom_typography_2-font-size);--button_line_height:var(--awb-custom_typography_2-line-height);--button_typography-letter-spacing:var(--awb-custom_typography_2-letter-spacing);--button_typography-font-family:var(--awb-custom_typography_2-font-family);--button_typography-font-weight:var(--awb-custom_typography_2-font-weight);--button_typography-font-style:var(--awb-custom_typography_2-font-style);\" target=\"_self\" data-hover=\"text_slide_down\" href=\"https:\/\/report.artefact.com\/l\/597421\/2024-06-27\/j2zzq7?utm_source=artefact.com&amp;utm_medium=website&amp;utm_campaign=2024-06-FR-REPORT-ADOPTAI&amp;utm_content=\" rel=\"noopener\"><div class=\"awb-button-text-transition  awb-button__hover-content--centered\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Relat\u00f3rio Adopt AI<\/span><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Relat\u00f3rio Adopt AI<\/span><\/div><\/a><\/div><\/div><\/div><\/div><\/div><article class=\"fusion-fullwidth fullwidth-box fusion-builder-row-3 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--link_color: var(--awb-color6);--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:var(--awb-color1);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-justify-content-center fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-video fusion-youtube\" style=\"--awb-max-width:670px;--awb-max-height:377px;--awb-align-self:center;--awb-width:100%;\"><div class=\"video-shortcode\"><div class=\"fluid-width-video-wrapper\" style=\"padding-top:56.27%;\" ><iframe title=\"Reprodutor de v\u00eddeo do YouTube 1\" src=\"https:\/\/www.youtube.com\/embed\/33IkY3sQ424?wmode=transparent&autoplay=0\" width=\"670\" height=\"377\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture;\"><\/iframe><\/div><\/div><\/div><div class=\"fusion-text fusion-text-2\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>A carreira de Pierric Duthoit inclui cargos importantes em grandes empresas de tecnologia; anteriormente, ele foi Diretor de Neg\u00f3cios Nacionais da Meta (antiga Facebook) na Fran\u00e7a e tamb\u00e9m ocupou cargos executivos no Google. Ele \u00e9 o Chief Digital Officer da Coty, uma empresa l\u00edder global em beleza, conhecida por inova\u00e7\u00f5es pioneiras no setor de fragr\u00e2ncias, como novidades de marketing e aromas influentes.<\/p>\n<\/div><div class=\"fusion-text fusion-text-3\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>A Coty Inc. \u00e9 uma empresa global de beleza reconhecida por seu portf\u00f3lio diversificado de marcas de cosm\u00e9ticos, cuidados com a pele e fragr\u00e2ncias. Fundada em 1904, a Coty tem um rico patrim\u00f4nio de inova\u00e7\u00e3o, sendo pioneira em tecnologias modernas de perfumaria e cuidados com a pele. A miss\u00e3o da empresa \u00e9 liberar todas as vis\u00f5es de beleza, com foco em pr\u00e1ticas sustent\u00e1veis e inclusivas.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">Cria\u00e7\u00e3o de uma infraestrutura data s\u00f3lida<\/h2><\/div><div class=\"fusion-text fusion-text-4\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>O objetivo \u00e9 desenvolver uma pilha abrangente de data, data marketing come\u00e7ando com a Google Marketing Platform para coletar e possuir data digital. O Data \u00e9 centralizado no Google Cloud, permitindo segmenta\u00e7\u00e3o inteligente, efici\u00eancia de m\u00eddia e an\u00e1lise de vendas aprimorada. Um foco significativo tem sido a an\u00e1lise baseada em IA para entender melhor os comportamentos do consumidor e a efic\u00e1cia do marketing. O objetivo \u00e9 garantir que todas as implementa\u00e7\u00f5es tecnol\u00f3gicas sejam adotadas em todas as marcas e mercados, facilitando a tomada de decis\u00f5es de data-driven.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">O painel de controle de constru\u00e7\u00e3o de love brand<\/h2><\/div><div class=\"fusion-text fusion-text-5\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>Esse painel ajuda os profissionais de marketing a monitorar a sa\u00fade e as m\u00e9tricas da marca nas plataformas de m\u00eddia social e de pesquisa, fornecendo insights data profundos e ricos. Um dos principais desafios foi tornar o data acion\u00e1vel, pois os profissionais de marketing nem sempre s\u00e3o analistas de data. Isso ajudou a preencher essa lacuna, conectando os KPIs aos resultados comerciais. O painel inclui aprimoramentos de IA, como \u00edcones que indicam a intensidade do impacto dos KPIs nas vendas e o momento de seus efeitos. Isso ajuda os profissionais de marketing a identificar rapidamente em quais KPIs devem se concentrar. O painel tamb\u00e9m oferece insights sobre o desempenho dos concorrentes, fornecendo refer\u00eancias para as marcas da Coty em diferentes categorias e regi\u00f5es geogr\u00e1ficas.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-3 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">Metas e aprimoramentos futuros<\/h2><\/div><div class=\"fusion-text fusion-text-6\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>As pr\u00f3ximas etapas incluem a integra\u00e7\u00e3o de v\u00e1rias alavancas de marketing para entender seu impacto combinado sobre a defesa e as vendas, usando modelos de causalidade. H\u00e1 uma forte \u00eanfase em se tornar mais preditivo, compreendendo o impacto preciso de v\u00e1rias m\u00e9tricas sobre as vendas para responder com efic\u00e1cia aos concorrentes e melhorar a efici\u00eancia do marketing. Ao aproveitar a an\u00e1lise data e os modelos preditivos, a Coty pretende tomar decis\u00f5es data-driven que otimizem o uso de recursos, melhorem o targeting e, por fim, aumentem as vendas e o ROI.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-4 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">Vis\u00e3o de um sistema f\u00e1cil de usar<\/h2><\/div><div class=\"fusion-text fusion-text-7\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>O objetivo \u00e9 que os profissionais de marketing interajam com o sistema usando linguagem natural, fazendo perguntas como \u201cQuais s\u00e3o as principais SKUs mais recentes?\u201d e recebendo diretamente insights do data-driven. Essa jornada exige a cria\u00e7\u00e3o de uma pilha limpa de data e a compreens\u00e3o das rela\u00e7\u00f5es causais entre as diferentes a\u00e7\u00f5es de marketing. O objetivo \u00e9 fornecer insights que levem diretamente a recomenda\u00e7\u00f5es sobre promo\u00e7\u00e3o de produtos, uso de canais e mensagens eficazes, possibilitando uma melhor tomada de decis\u00f5es e esfor\u00e7os de marketing mais bem-sucedidos.<\/p>\n<\/div><div class=\"fusion-text fusion-text-8\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p><blockquote><br \/>\n&lt;div class=&quot;&rdquo;quote&rdquo;&quot;&gt;&rdquo;N&atilde;o conseguiremos chegar l&aacute; se n&atilde;o passarmos por toda essa jornada de constru&ccedil;&atilde;o e compreens&atilde;o de cada uma das etapas dessas causalidades e da limpeza da pilha data.&rdquo;&lt;\/div&gt;<br \/>\n&lt;div class=&quot;&rdquo;quote-baseline&rdquo;&quot;&gt;Pierric Duthoit, CDO da Coty&lt;\/div&gt;&lt;\/blockquote&gt;<\/p>\n<\/div><\/div><\/div><\/div><\/article><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-4 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:var(--awb-color1);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div style=\"text-align:center;\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-2 fusion-button-default-span fusion-button-default-type button-primary-medium\" style=\"--button_text_transform:var(--awb-custom_typography_2-text-transform);--button_font_size:var(--awb-custom_typography_2-font-size);--button_line_height:var(--awb-custom_typography_2-line-height);--button_typography-letter-spacing:var(--awb-custom_typography_2-letter-spacing);--button_typography-font-family:var(--awb-custom_typography_2-font-family);--button_typography-font-weight:var(--awb-custom_typography_2-font-weight);--button_typography-font-style:var(--awb-custom_typography_2-font-style);\" target=\"_self\" data-hover=\"text_slide_down\" href=\"https:\/\/report.artefact.com\/l\/597421\/2024-06-27\/j2zzq7?utm_source=artefact.com&amp;utm_medium=website&amp;utm_campaign=2024-06-FR-REPORT-ADOPTAI&amp;utm_content=\" rel=\"noopener\"><div class=\"awb-button-text-transition  awb-button__hover-content--centered\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Relat\u00f3rio Adopt AI<\/span><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Relat\u00f3rio Adopt AI<\/span><\/div><\/a><\/div><\/div><\/div><\/div><\/div><\/p>","protected":false},"excerpt":{"rendered":"<p>A carreira de Pierric Duthoit inclui cargos importantes em grandes empresas de tecnologia; anteriormente, ele foi Diretor de Neg\u00f3cios Nacionais da Meta (antiga Facebook) na Fran\u00e7a e tamb\u00e9m ocupou cargos executivos no Google. Ele \u00e9 o Chief Digital Officer da Coty, uma empresa l\u00edder global em beleza, conhecida por inova\u00e7\u00f5es pioneiras no setor de fragr\u00e2ncias, como novidades de marketing e aromas influentes.<\/p>","protected":false},"featured_media":123692,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"blog-category":[21929,21938],"blog-language":[2991],"class_list":["post-123691","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog-category-consumer-goods-services","blog-category-luxury","blog-language-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/blog\/123691","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/types\/blog"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/media\/123692"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/media?parent=123691"}],"wp:term":[{"taxonomy":"blog-category","embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/blog-category?post=123691"},{"taxonomy":"blog-language","embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/blog-language?post=123691"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}