The secret to ETAM's 7-figure marketing wins: a modern retail data strategy

As one of France's leading fashion retailers, ETAM needed to modernize its data infrastructure to stay competitive in a fast-changing industry. With legacy tools, siloed data, and limited internal resources, delivering timely, trustworthy insights to the business was a major challenge.

The transformation was led by Sophie Buresi, Global Data and CRM Factory Director. From day one, she prioritized scalable foundations, value-driven use cases, and trusted partners to move fast — without compromising on data quality or long-term vision. That’s where Supermetrics came in — helping the team connect their marketing data, streamline reporting, and unlock insights that weren’t visible before.

The roadblocks to better marketing data strategy

Sophie started building the data strategy from scratch. She chose two main focus areas: building the data foundations and creating value from their data. But Sophie faced multiple challenges that needed to first be addressed:

Limited technical resources

ETAM’s on-premise data warehouse couldn’t scale to support modern analytics. The company had no data engineers and minimal cloud experience. Building robust, custom pipelines wasn’t feasible in-house.

Fragmented marketing data

Marketing data was scattered across platforms — Meta, Google Ads, email tools — with no centralized, structured way to extract, store, or analyze it. Most performance data was consumed directly inside each ad platform.

Growing frustration from stakeholders

Various teams within the organization were frustrated with the data capabilities. Business teams lacked the insights they needed and tech teams felt held back by low data maturity. Leadership saw competitors gaining ROI from data and AI — and wanted to catch up.

Quick wins vs. long-term foundations

To meet growing demands across brands and teams, Sophie's team needed to deliver quick wins while laying long-term foundations. With limited technical capacity, they looked for scalable, ready-to-use solutions that could grow with their roadmap.

Data quality and governance

Reliable, consistent data was a must for any scalable solution. The team needed a way to ensure data quality and governance without manual intervention. Having trusted, governed data pipelines became a key requirement for building confidence in analytics and activating data across the business.

Why Supermetrics? The partner that hit the sweet spot

Supermetrics became a key partner early on — helping ETAM build a centralized, scalable marketing data infrastructure that could support both immediate needs and long-term strategy.

When Sophie joined, Supermetrics was already being used in a few dashboards. She ran a standard comparative evaluation of other tools, including Funnel, before expanding the partnership.

Supermetrics was chosen for a variety of reasons:

• Ease of use: ETAM needed a platform that non-technical teams could quickly learn. Supermetrics fit the bill—no complex setup or engineering was needed.
• Partnership approach: Supermetrics was flexible and easy to work with. While other vendors had rigid pricing and little interest in adapting, Supermetrics took the time to understand ETAM's needs — including their budget and technical setup.
• Credibility and adoption: Internal teams already using Supermetrics had given only positive feedback, which helped secure buy-in and validated the choice.
• Reliability and scalability: The platform provided a consistent, robust way to extract marketing and web analytics data — this was a critical spot for ETAM.

From data foundation to business value: Key use cases

Supermetrics now sits between all of ETAM's marketing sources and their data platform and BI tools.

ETAM uses the Supermetrics Marketing Intelligence Platform as a central space where they blend and connect all their marketing and media data. From there, the data flows into tools like Looker Studio, Excel, and their cloud data platform. This setup supports a wide range of business-critical use cases.

1. Cross-channel digital marketing dashboards

Using Supermetrics, ETAM automated the extraction of campaign data across Meta, Google Ads, email platforms, and web analytics into AWS, Snowflake, Tableau and Looker Studio. Now, the team maintains several dashboards tracking digital performance, paid media ROI, and influencer campaigns.

With performance data centralized and standardized, ETAM’s acquisition and paid media teams could:

• Compare performance across channels and campaigns consistently
• Identify low-performing campaigns quickly
• Link campaign data directly to conversions and revenue

These dashboards are now reviewed regularly to guide budget shifts, creative iterations, and channel mix decisions.

2. Customer segmentation and scoring

ETAM revamped its customer segmentation strategy by enriching transactional data with behavioral and campaign engagement data sourced via Supermetrics.

Before, customer scores were based solely on transaction history, which is limited in the retail fashion space, where customers may only buy once or twice a year. The segments were mostly used for analytical work and not for marketing activation.

The data team rebuilt these with transaction, CRM, website, and paid media data. The new segmentation models weren't just analytically richer — they were designed together with business teams and pushed back into marketing platforms for direct activation.

This has led to:

• More personalized campaigns and promotions
• Smarter targeting for loyalty, win-back, and high-value customers
• Re-activation of scoring models that had previously been abandoned due to data limitations

In the future, ETAM plans to add a data-oriented Customer Data Platform (CDP) to the company data platform to empower marketing teams to manage segmentations independently.

3. Marketing mix modeling (MMM)

The Marketing mix modeling (MMM) project at ETAM was born out of frustration. In an increasingly expensive and noisy retail landscape, the team needed better ways to measure the impact of their paid strategies. Previous external attribution tools were costly and lacked trust — they felt like "black boxes."

With a new data platform in place, ETAM made the strategic decision to bring attribution in-house. The first step was launching a group-wide marketing mix modeling (MMM) initiative across ETAM’s three main brands in partnership with an agency, Arcan. The goal was to evaluate how media investments (Google Ads, Meta, display, influencer) influenced both online and offline sales.

Supermetrics was instrumental in making this possible by automating the extraction of all required data, including:

• Media investment and impression data
• Web traffic and behavioral signals
• Sales and transaction data (via ETAM’s centralized cloud platform)

ETAM has already completed phase 1, a classic MMM analysis for each brand that delivers actionable insights to guide media strategy.

Phase 2 is now underway. The goal is to standardize the model on ETAM’s cloud platform and build a front-end tool so business users can run simulations themselves. ETAM wants to make MMM a part of daily marketing operations — a future-proof measurement model that doesn’t rely on cookies or user-level tracking.

4. Fueling advanced analytics & data science

Supermetrics also supports broader analytics initiatives by bringing data directly into ETAM’s cloud data platform. These include:

• Lifetime value modeling
• Promotion strategy optimization
• Supply chain intelligence

Within a year, ETAM launched six predictive AI use cases — one already scaled to several markets. Supermetrics acts as the bridge between marketing platforms and ETAM’s data science environment — reducing manual work and ensuring clean, governed data pipelines.

Reaching 7-figure additional revenue with reliable, accessible data

With Supermetrics as a core part of its marketing data stack, ETAM has seen measurable improvements across strategy, operations, and outcomes.

Faster, data-driven decisions

Data that once lived inside siloed ad platforms is now centralized and structured — giving ETAM a full view of campaign performance across channels. Real-time dashboards are reviewed regularly and the insights help teams spot what’s working, adjust budgets, and make smarter decisions without delay.

Stronger customer engagement

Segmentation models that were previously paused due to limited data are now active and evolving — powered by a better understanding of customer behavior. By enriching transaction data with behavioral and marketing signals delivered by Supermetrics, ETAM has rebuilt its customer segmentation and scoring models. This has unlocked more relevant targeting for loyalty, win-back, and high-value audiences.

Future-proofed measurement with MMM

ETAM’s marketing mix modeling project has become a cornerstone of its measurement strategy. With Supermetrics automating the data flow into the model, the team completed a group-wide analysis across three brands. In phase two, they’re building a self-serve tool that will allow business users to run simulations, forecast outcomes, and guide media planning — all powered by Google’s Meridian MMM.

While the full MMM impact is still unfolding, it's already revealing some exciting early wins. The team at ETAM has identified the potential to immediately optimize at least 5% of their digital media budget.

7-figure additional revenue and reduced inventory costs

ETAM's data journey isn’t just about dashboards and reporting efficiency — it's delivering substantial business results. They’ve been able to increase both top-line and bottom-line revenue with improved marketing and operations effectiveness. Modernizing their data strategy has also led to significant cost savings through optimized inventory management and reduced warehousing needs.

Foundation for long-term innovation

Supermetrics also plays a key role in ETAM’s broader analytics roadmap. It supports advanced use cases like lifetime value modeling (LTV), promotion strategy optimization, and supply chain planning. Having clean, consistent data has boosted internal trust in analytics and reduced the need for shadow reporting and tools, creating a stronger buy-in across teams and setting the stage for continued growth.

For ETAM, Supermetrics was more than just a data pipeline — it was a strategic partner in delivering modern, business-ready analytics.

By simplifying marketing data extraction, Supermetrics helped ETAM focus on what matters: understanding customers, optimizing spending, and driving smarter decisions across the business.