Hey community! We've got a new episode of The Marketing Intelligence Show that's a masterclass in retail data transformation.

We sat down with Sophie Buresi, Global Data and CRM Factory Director at ETAM Group, to get the full story on how she moved the company from outdated systems to a modern data platform.

If you're building a data strategy, fighting for data quality, or trying to prove the value of data investments, this one's for you.

Here are your key takeaways:

• Start with two pillars: Sophie reveals the dual foundation ETAM built its entire strategy on.

• Balance quick wins with long-term goals: Learn how they delivered immediate value with customer segmentation while building a platform for the future.

• Tackle data governance head-on: Why data quality isn't a technical problem, but a collaboration challenge.

• Move beyond black-box attribution: See how Marketing Mix Modeling (MMM) gave them a clearer picture of marketing impact.

Watch the full episode here:

Let's discuss!

• What's the biggest challenge you're facing with your own data strategy?

• How are you balancing quick wins with long-term data investments in your role?

• Which of Sophie's approaches could you apply in your organization?

Drop your thoughts below! We'll be in the comments to chat with you all.