---
title: "SHISEIDO: Leveraging Machine Learning to Boost E-commerce Performance"
---
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Luxury & Cosmetics
# SHISEIDO: Leveraging the Power of Machine Learning to Boost E-commerce Performance
Client
Shiseido
Service
Customer Experience
Date
November 2024
Download
Key results
**12.6%**
increase in add-to-cart rate
**11.4%**
increase in average order value
**12.6%**
increase in revenue
Navigation
- [Challenge](https://resources.fifty-five.com/cs-shiseido#challenge)
- [SOLUTION](https://resources.fifty-five.com/cs-shiseido#solution)
- [RESULTS](https://resources.fifty-five.com/cs-shiseido#results)
Tools
[](https://marketingplatform.google.com/about/analytics/)
[](https://cloud.google.com/vertex-ai)
[](https://cloud.google.com/bigquery)
[](https://marketingplatform.google.com/about/analytics/)
*"Google and fifty-five are pivotal partners to accelerate Shiseido e-Commerce performance. We are proud to be the first in the beauty industry to leverage machine learning to optimize media planning and buying."*
**Paul Yuen, Marketing Director, Brand Shiseido Hong Kong**
Challenge
## Personalizing the Customer Experience with First-Party Data
[Shiseido](https://www.shiseido.com/us/en/) is an **iconic beauty company** known for its skin care, hair care, cosmetic and fragrance expertise. Based in Tokyo, Japan, the group operates in approximately 120 countries and regions around the world.
Shiseido has proven itself to be a leading brand in its commitment to global **digital transformation at the enterprise level**. A core tenant of this transformation is e-commerce performance. But while first-party data yields immense value for brands looking to **gain increased insight into online customer behaviors**, effectively collecting and harnessing this data for **enhanced customer personalization** can prove challenging.
SOLUTION
## Customizing Machine Learning to Work for Your Brand
Supported by fifty-five’s data and machine learning expertise, Shiseido implemented a framework for **defining potential consumer sales value** and **predicting customer lifetime value**, ultimately impacting the efficient use of marketing spend by automating the process for ongoing optimization.
fifty-five analyzed Google Analytics (GA) data to discover the **behavioral pattern** of users across Shiseido's website. Then, using Cloud Machine Learning (pLTV) with BigQuery, fifty-five predicted the lifetime value of users **based on e-commerce interactions**.
fifty-five ingested these results into GA for media and website activation. The team successfully **automated the model** to rerun and intermittently export the results to GA for further analysis.
RESULTS
## Nurturing Customers for Life with Meaningful Messaging
fifty-five’s machine learning implementation successfully segmented **low and high lifetime value customers** and identified conversion rate optimization use cases.
Shiseido continues to collaborate with fifty-five as a long-term data partner with additional planning for future e-commerce performance strategies.
- **x1.27 conversion rate**
- **24.8% decrease in cost per conversion**
- **x2.2 return on advertising spend**
- x2.7 revenue per user
12.6% increase in add-to-cart rate
11.4% increase in average order value
12.6% increase in revenue
Case Studies
### Other cases you may be interested in
[All our cases \>\>](https://www.fifty-five.com/case-studies)
[LUXURY & COSMETICS](https://www.fifty-five.com/case-studies)
CUSTOMER EXPERIENCE
### [HUGO BOSS: Achieving Up to 22% More Conversions with a Continuous CRO Strategy](https://resources.fifty-five.com/cs-hugo-boss?hsLang=en)
[RETAIL & SERVICES](https://resources.fifty-five.com/cs-hugo-boss?hsLang=en)
CUSTOMER EXPERIENCE
### [CLAUDIE PIERLOT: Boosting Conversions by 120% with an Ongoing Performance Max Strategy](https://resources.fifty-five.com/cs-claudie-pierlot?hsLang=en)
[MEDIA & ENTERTAINMENT](https://resources.fifty-five.com/cs-claudie-pierlot?hsLang=en)
MEDIA CONSULTING
### [UBISOFT: Improving Video Campaign Performance with Ads Data Hub’s Reach & Frequency Analysis](https://resources.fifty-five.com/cs-ubisoft?hsLang=en)
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