Data
& analytics
The multiplication of digital touchpoints facilitates data collection and thus improves customer knowledge. Data is a powerful means of analyzing consumer expectations and needs to provide them with more relevant content and improve user experience.
Skills set
Facing a complex and changing ecosystem, the marketer must build reference points. It seems essential to me to understand the main underlying logics related to data collection, analysis and activation in advertising and marketing approaches.
Improve customer experience and advertising targeting with data
In recent years, programmatic has contributed to the evolution of advertising targeting. Thanks to the DMP (Data Management Platform), it is possible to refine the accuracy of campaigns and thus make them much more efficient. These platforms also improve data availability and allow the creation of more efficient algorithms. This makes it easier to send a message at the right time, to the right person, in the right place, while reducing advertising costs.
As the SEB group has already deployed a data driven targeting strategy, I had the opportunity to know the data strategies used in media campaigns. As the digital service is very active in these subjects, I participated in the implementation of Google DoubleClick for media data and the implementation of dashboards analytics to improve the data-driven vision. Seb being an advertiser with many products, I have participated in media activation projects for which data was at the heart of concerns.
The key to the war in data is also its collection
Whether in first, second or third parties, the important thing is to know its user and its uses in order to facilitate its journey. Whether we are talking about advertising targeting or sales prospecting, it is necessary to deploy the right channels to promote the diversity of data sources. For all digital channels, these data also make it possible to measure performance and support decision-making.
At Merck, I participated in the deployment of the data-driven strategy on digital performance. I have set up a web analytics platform to measure customer engagement and improve the performance of marketing actions. Thanks to the data-driven orientation of the Merck Group, I have developed an analytical vision and a user and data-centric decision-making approach in the implementation of the digital strategy.
Without big data, you are blind and deaf
in the middle of a freeway.
Geoffrey Moore, management consultant and theorist.
Data
& analytics
The multiplication of digital touchpoints facilitates data collection and thus improves customer knowledge. Data is a powerful means of analyzing consumer expectations and needs to provide them with more relevant content and improve user experience.
Skills set
Facing a complex and changing ecosystem, the marketer must build reference points. It seems essential to me to understand the main underlying logics related to data collection, analysis and activation in advertising and marketing approaches.
Improve customer experience and advertising targeting with data
In recent years, programmatic has contributed to the evolution of advertising targeting. Thanks to the DMP (Data Management Platform), it is possible to refine the accuracy of campaigns and thus make them much more efficient. These platforms also improve data availability and allow the creation of more efficient algorithms. This makes it easier to send a message at the right time, to the right person, in the right place, while reducing advertising costs.
The key to the war in data is also its collection
Whether in first, second or third parties, the important thing is to know its user and its uses in order to facilitate its journey. Whether we are talking about advertising targeting or sales prospecting, it is necessary to deploy the right channels to promote the diversity of data sources. For all digital channels, these data also make it possible to measure performance and support decision-making.
At Merck, I participated in the deployment of the data-driven strategy on digital performance. I have set up a web analytics platform to measure customer engagement and improve the performance of marketing actions. Thanks to the data-driven orientation of the Merck Group, I have developed an analytical vision and a user and data-centric decision-making approach in the implementation of the digital strategy.