Digiday's sister site, Glossy, caught up with Davis at Advertising Week New York on how industries are changing the way they approach business through data-driven techniques, what she's learned along the way and where she sees brand marketing going in the future. What do you think the biggest marketing opportunity is right now for L'Oréal USA and across the beauty industry?It's not just what's happening at L'Oréal quite honestly, but across the board more generally - brands need to be able to tap into that digital experience, that unique opportunity to personalize the conversation and create a relationship with their consumer. For us, it's about how do we connect with our woman in a one-to-one manner, so we're trying to create a strong story with what engages her through what she has shared with us and connect based upon what our brand truth is. How do you decide if something is more about brand awareness or about an actual sale?It starts with where the consumer or the potential consumer is on their journey. Then it's about what can the brand do for this consumer that addresses those frustrations and needs. If your customer is providing data and providing information, she is expecting for a brand to utilize that information. Looking at how often she communicates with a brand and leveraging that to your advantage is incredibly important. Read more