Amorepacific: Dataphin Data Fusion Opens a New Paradigm for Intelligent

Amorepacific, a Korean beauty powerhouse, has significantly grown from a regional player into a major global force over the past two decades, with a presence in over 40 countries. Brands launched by Amorepacific include Sulwhasoo, LANEIGE, and Ryo, which are popular with consumers worldwide.

Background and Business Challenges

As its membership base expanded, so did the demand for personalized experiences. To boost member engagement, loyalty, and drive high-quality revenue growth, the company embarked on a digital transformation. However, this journey was hampered by core data challenges: approximately 10 million member records were trapped in isolated systems like its CRM and order platforms. These data silos resulted in unclear customer tags, incomplete user profiles, and inefficient segmentation, making it difficult to target high-value customers effectively or deliver product recommendations that truly resonated.

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IDMapping Helps to Create User Profiles and Build Data Assets

Using Lingyang Dataphin, Amorepacific China successfully established a Customer Data Platform (CDP). This platform unified access and integration of data from multiple channels, including Datahub, POS, WeChat official accounts, mini-programs, and manual tables for stores and products. This resulted in the accumulation of over ten million member data points. Through standardized data layering and standardized data tables, over a hundred member tags were built, forming a complete member tag system and achieving the standardized accumulation of data assets.

The core business value of this move lies in its ability to completely resolve the pain point of fragmented data across multiple systems, based on Dataphin's key IDMapping technology. IDMapping technology identifies, deduplicates, and correlates ID data scattered across different channels and systems. After cleaning and modeling, it creates a precise 360° member profile. ID normalization technology connects multiple channel identifiers such as mobile phone numbers, membership numbers, and WeChat IDs into a unified user view, solving the cross-channel identity recognition problem. This provides systematic support for the company's data operations and analysis at the tool and algorithm levels. This not only directly empowers precision marketing and personalized recommendations but also enables in-depth mining of member value, driving the business towards high-quality growth.

Co-creation of Intelligent Prediction Algorithms to Benefit Business

Dataphin provides crucial intelligent decision support for Amorepacific China's business growth through high-potential prediction and people-goods matching algorithms.

Since 2020, Dataphin, in collaboration with Amorepacific China's data team, has been integrating data from millions of members with purchasing behavior for modeling and validation. The high-potential prediction model can now accurately identify high-potential customers across multiple dimensions, including basic characteristics, purchase amount, and time. Furthermore, the top high-potential groups identified by this model significantly outperform the brand's existing core members, with comprehensive improvements in key metrics: recall rate increased by 20%+, hit rate increased by 30%+, and the number of buyers increased by 20%+. Most importantly, the overlap between the model-selected audience and those selected through traditional business experience is only 20%, successfully helping brands discover a large number of new incremental users that are difficult to reach manually.

Meanwhile, the people-product matching model conducts in-depth correlation analysis between users and products based on data such as purchase frequency and amount. This model not only accurately identifies high-potential repeat customers and potential buyers, but also visually reveals the relationships between products through a product association network diagram (where line width and color reflect association strength, and node size represents sales volume). This capability directly empowers business decisions: on the one hand, it helps brands discover highly correlated product combinations such as "skin repair serum and face cream" to guide set development and joint marketing; on the other hand, it identifies low-correlation "floating products," providing data for product removal or optimization, and can accurately target high-value audiences for specific promotional activities, greatly improving marketing efficiency and resource utilization.

Built on Dataphin, a unified user data asset and intelligent algorithm engine is continuously driving Amorepacific China's business growth. By integrating user data across all domains through IDMapping and accurately depicting user profiles, and relying on high-potential prediction and product-person matching models, the company has achieved a key upgrade from data insight to intelligent decision-making. All of this makes product development more precise, marketing outreach more personalized, and supply chain response more agile. Driven by data intelligence, Amorepacific is opening a new chapter of growth in the beauty industry with a deeper understanding of consumers.

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Amorepacific: Dataphin Data Fusion Opens a New Paradigm for Intelligent

Background and Business Challenges

IDMapping Helps to Create User Profiles and Build Data Assets

Co-creation of Intelligent Prediction Algorithms to Benefit Business

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