chief data & analytics week, europe - stéphane pere, the economist

@stephanepere

BRINGING TOGETHER

BI, DATA SCIENCE AND MARKETING

2

Mission

BUILD THE CAPABILITY TO

UNDERSTAND, REACH AND ENGAGE

OUR TARGET CUSTOMERS

AT SCALE

What does it

take ?

FROM RESOURCES TO BUSINESS

IMPACT 5

Let’s break

it down

OUR IDEAL SUPPORTING CAPABILITIES

TURNING CUSTOMER DATA INTO INSIGHTS AND ACTIONS

INS

IGH

TS

DA

TA

AC

TIV

AT

ION

The need for

UNIFICATION

9

CONNECT & OPTIMIZE DATA SOURCES

WE DEVELOPED A SCALABLE &

FUTURE PROOF INSIGHTS PLATFORM

CONNECT & OPTIMIZE DATA SOURCES

OUR SINGLE CUSTOMER VIEW

A CLOUD BASED INSIGHTS CAPABILITY

MAPPING ENGAGEMENT & RETENTION

ADVERTISING KPI’S AND BENCHMARKS

FOR CLIENTS

BRING TALENTS TOGETHER

IDENTIFY AND EMPOWER DATA CHAMPIONS IN

EACH KEY BUSINESS AREAS

STEER CROSS-FUNCTIONAL TEAMS

HUB AND SPOKE MODEL

18

3 TEAMS TO SUPPORT DATA19

INSIGHTS DATA ACTIVATION PLATFORMS

UNDERSTAND

Insights for decision making

REACH & ENGAGE

Leverage data for marketing,

advertising and customer journeys

PLATFORMS

Technology enablement

Data Analysts, Data Scientists

Dashboard Dev,

KPIs, Dashboards,

Analysis, Recommendations

Data Science

Qlikview, Looker

Campaign selection

ID match

Audience breadth &

depth

Synergies with

marketing technology

stack

Customer database,

DMP

Data ingestion,

Integration with 3rd party systems,

Data processing/ETL

Data quality

Analytics implementation

Architecture & delivery

Cloud based SCV, BI DW

Adobe, Snowplow

,

20

STREAM LINE DATA APPLICATIONS

STREAMLINE INSIGHTS 21

FROM 2 INSIGHTS PLATFORMS

WITH SEPERATE WORKFLOWS

REVEAL

Amazon

redshift

and S3

Looker

BI

CDW

Qlikview

TO A DISTRIBUTED ECOCYSTEM

Processing / ETL

STORAGE

QUERY

connect the insights & data

activation capabilities

CLOSE THE LOOP BETWEEN

INSIGHTS AND DATA ACTIVATION

INSIGHTS

DATA

ACTIVATION

EXPLORE

NEW BUSINESS APPLICATIONS