Karolina Orgal is paid media senior manager at cosmetics multinational Estée Lauder Companies in U.K. and Ireland, where she spearheads data-driven marketing strategies. This includes an ongoing partnership with media agency Brainlabs to identify demand for beauty products on Google Shopping.

Historically, our product focus and media planning were often set months in advance based on past performance and hero products. That approach is still solid for brand building and TV advertising, but we knew a more nimble approach was vital for digital, especially Search innovations.

If we could tap quickly into emerging trends, showing up with the right product and message, we could meet our customers’ needs more effectively.

“Google Merchant Center has improved reporting on trends across the competitive landscape,” says Jamie Girling, product and operations lead at Brainlabs. “It offers reports on all retailers selling a particular product, giving advertisers a holistic view of specific brands and product sales over time on Google Shopping.”