How Yves Rocher arbitrates between CRM and media with mediaROI

Beauty and retailCRM vs media allocation

The challenge

The business context

Understand the interactions between a store network, a long-standing CRM base and diversified media investments, in order to build the 2026 marketing plan.

Yves Rocher wanted to quantify the real contribution of its CRM against its media, and steer two objectives at once: revenue and the recruitment of new customers.

Measurement focus

CRM vs media allocation

Key impact

models, one for revenue and one for the recruitment of new customers, brought together in a single reading of the mix

Study objectives

Measure the impact of marketing on revenue and on the recruitment of new customers at the same time.
Quantify the real contribution of CRM, direct mail, SMS and email, against media.
Bring stores, promotions, competition and external factors together in a single model.

What mediaROI delivered

Two separate Bayesian MMM models, one on revenue and one on acquisition, covering two and a half years.
A clear split between the baseline, driven by brand awareness and the store network, and the incremental impact of marketing.
Concrete trade-offs for the 2026 marketing plan, between CRM, mass media and digital.

Client testimonial

“The mediaROI approach marked a key step in optimizing our marketing investments. This agile solution perfectly addressed our media mix measurement needs, giving us a precise view of the return on every euro invested. Thanks to the simplicity of the deployment and the expert support of the teams, we were able to fully take ownership of the MMM methodology. Our ambition is now to make this tool systematic.”

Baptiste Lhermitte

Advertising Manager at Yves Rocher