"Doing it right means systematizing everything: how much creators are paid, which campaigns they worked on, how those campaigns performed, what channels delivered results and whether one creator outperformed another. Most brands simply don't have that level of organization - at least not yet. Their creator programs are fragmented - split across teams, agencies and regions with no consistent way to track performance or reconcile budgets."
""Once you have all that data gathered it allows a brand like L'Oréal's to be able to organize it in different ways, optimize toward different goals, do media mix modeling and even eventually use AI to run predictive analysis," said one of the sources. Until now, L'Oréal has worked with Traackr to manage all creator data globally for several years."
L'Oréal is seeking partners to build a creator-CRM data layer that combines creator payments, campaign details, platform metrics, and sales to measure return on creator investments. The system will standardize records of payments, campaign assignments, performance outcomes, channel attribution, and comparative creator performance to enable optimization and media mix modeling. Most brands lack centralized infrastructure for creator programs, which remain fragmented across teams, agencies, and regions without consistent tracking or budget reconciliation. L'Oréal currently uses Traackr, works with about 70,000 creators across 35 brands, and has already generated substantial revenue via TikTok Shop, highlighting scale and analytics needs.
Read at Digiday
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