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What happens when you rebuild your retail data foundation from scratch? For ETAM Group, it meant shifting from scattered systems and frustrated teams to a unified platform that supports smart segmentation, marketing measurement, and everyday decision-making.

In the latest episode of The Marketing Intelligence Show, we sit down with Sophie Buresi, Global Data and CRM Factory Director at ETAM, to hear how she led this transformation.

 

🎙️ From teaching data at Sciences Po to driving real change at ETAM, Sophie shares:

  • What it really takes to lead a data transformation in retail
  • How her team designed a simple, focused strategy that aligns short- and long-term goals
  • Why fixing customer segmentation and data quality was a top priority
  • How they kicked off marketing mix modeling and in-house attribution
  • Where tools like Supermetrics fit in the bigger picture

Whether you're starting your own data journey or looking to take the next step, Sophie’s story is full of real-world lessons and inspiration.

 

👉 Listen to the full episode

📖 Read the ETAM case study

 

Let us know your thoughts or share your own experience with data transformation in the comments 👇

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