You'll learn
- How ETAM built their retail data strategy from the ground up
- What it takes to turn business goals into practical data projects
- How the team redesigned customer segmentation for real-world use
- The steps they took to bring marketing mix modeling in-house
- Why data quality and team alignment were key to long-term success
Key takeaways:
1. Strategy doesn’t have to be complicated
ETAM’s data approach focused on two things: solving business problems and building the foundations to do that consistently. Simplicity made the strategy easier to explain, defend, and roll out.
2. Don’t wait for perfection—just get started
Instead of chasing a perfect setup, the team focused on building momentum early. Even small wins helped build trust and buy-in across departments and leadership.
3. Segmentation only works if you use the right data
By going beyond transaction history and using browsing, CRM, and campaign data, ETAM created segments that could actually drive marketing actions—not just sit in reports.
4. Marketing measurement is an evolution
The team started with a classic media mix analysis and used those insights to build their own attribution model—helping marketers make faster, better decisions day to day.
5. Data quality is everyone’s problem
Improving product, store, and pricing data wasn’t just a tech project. It required education, collaboration, and long-term support from across the business.
Want the full story?
Get a closer look at ETAM’s data journey—from foundations to marketing impact, with insights from Sophie Buresi.
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