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 👇