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Case Study
—

Define the roadmap and the data architecture of a luxury brand

From the business requirements to operational run

←   DATA & AI STRATEGY

Challenge

1 —

Need to personalise CRM campaigns

2 —

Old data architecture without SCV

3 —

A Campaign Management tool not adapted to the needs

The Key Questions

1 —

Which personalisation level do I really need ?

2 —

Which targets should I prioritise ?

3 —

Quelle architecture data dois-je mettre en place pour supporter ma stratégie relationnelle

Approach

1 —

Data analysis and client segmentation

2 —

Requirement definition regarding personalisation

3 —

Specification of the target data architecture

4 —

Development of the RCU

5 —

Choice of the most suitable campaign management tool after an RFP

6 —

Integration of the campaign management tool in the client IS

7 —

Training of the users

Results

1 —

Very good level of campaign personalisation due to the new tool

2 —

Increase of the second purchase rate

At the heart of the subject

It was important to specify both short-term and long-term needs in order to find a suitable architecture and roadmap. Both business and IT teams were involved during the whole project. A strict control of the development and integration were critical in order to make sure that the business requirements are backed.

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