Shiseido has called in Treasure Data to help break down data silos inadvertently created by the Japanese cosmetics giant, causing a disjointed view of audience, according to a report published by Luxury Daily.

The companies worked together to create a centralized consumer data feed, allowing Shiseido to gain a clearer insight into its customers’ needs and preferences and market to them accordingly.

“At the core of effective marketing is understanding each customer’s evolving preferences,” Kenji Yoshimoto, Lead Analyst at Shiseido Direct Marketing told Luxury Daily. “By analysing the historical data of each customer and correlating the analysis with current behaviour, we can accurately assess each customer’s preferences.”