Anne Lise Ghirardo, Vice President of Global Sales at Ad4screen Group, brought together two complex yet closely connected topics, data and CRM, during the conference “Why Data Matters in Shaping Your Media & CRM Strategy.” She was joined by Ségolène Julian, Director of Operational & Digital Marketing at Compagnie de Phalsbourg; Rudy Richard, Head of Traffic Acquisition & Partnerships at SoLocal Group; Nicolas Doyhenard, Head of Marketing & e-Business at Comundi; and Jérôme Mollier, Director of Marketing Intelligence at Ad4screen.
Contact the Ad4screen experts to discuss your data strategy
Why Does Data Matter More Than Ever?
Ségolène first experienced the importance of data in her previous role at Au Féminin. Despite having a substantial community of 10 million members, the company had never conducted any in-depth analysis of who its members were, what they wanted, or how they behaved. At the time, the technology available simply did not make this level of analysis possible.
The company therefore undertook a major data initiative, enabling it to better understand its community and adapt both its editorial and commercial content accordingly.
The same approach is now applied in shopping centers to understand who customers are, what they buy, how frequently they visit, and more. At Compagnie de Phalsbourg, this work was carried out with the support of Relatia.
For Nicolas, data is a key driver of marketing efficiency. In the past, companies relied more heavily on a test-and-learn approach. Today, digital transformation has changed the way they operate: businesses still want to innovate, but increasingly do so with a clear focus on ROI.
The term customer-centric has become increasingly prevalent in recent years. But delivering personalized communications and customer experiences requires brands to collect, structure, and effectively analyze customer data.
At SoLocal Group, a dedicated data department supports this approach. A deeper understanding of users enables the group to build lookalike audiences, identify high-value customers, refine targeting, and more effectively identify future high-value prospects.
How Are Companies Using Data Today?
Jérôme observes that data has become ubiquitous across most organizations. Fewer and fewer companies can afford to overlook it. He sees data as a form of “scientific measurement” that makes it possible to track a trajectory, steer performance, and analyze results. Data therefore becomes the raw material that brings a more scientific dimension to marketing, commercial, and product strategies.
What Are the Best Practices and Common Pitfalls to keep in mind?
- Start with the end goal: understand what the data will ultimately be used for.
- Define objectives upfront: determine which data actually needs to be collected and avoid getting lost in unnecessary information.
- Structure and organize your data: know what to keep, how to classify it, and where to store it.
- Regularly align with internal teams: reassess priorities based on evolving business needs.
- Build a one-, two-, and three-year roadmap to structure your data strategy over time.
- Optimize your CRM around a Single Customer View, ensuring customer data is centralized and consistent.
- Own your data where resources allow: control over your data can be a strategic advantage when you have the capabilities to manage it effectively.
Build the right expertise: data science and analytics require dedicated skills and should not be improvised. - Design matters too: align campaign creative with your segmentation and personalization strategy.
- Choose the right partners: surround your teams with the expertise and technology needed to turn data into action.
Which Data Analysis Is Essential?
For Rudy, ARPU (Average Revenue Per User) is a key metric: it measures the average revenue generated by each user. In many cases, he believes it is more effective to invest more heavily in a high-value user than to spread the same investment across several lower-value users. The ROI can be stronger both in the short and long term.
Nicolas primarily focuses on cost per lead and monitors retention over time. For him, performance should therefore be assessed over the long term rather than through short-term snapshots.
For Ségolène, the most relevant metric depends on the business. In her sector, customer value is the priority.
Would You Have Made the Same Decisions Without External Support? What Do Ad4screen and Relatia bring to the table?
For Nicolas, the agency acts as a strategic sounding board and referee. External support brings greater clarity to the overall strategy and provides the perspective needed to step back from day-to-day priorities. Agencies also maintain an ongoing market watch, helping businesses stay ahead of emerging trends and practices.
For Ségolène, an external partner can also help communicate key messages internally, challenge assumptions, and ensure the organization is making the right decisions or recalibrating objectives when necessary. As Nicolas highlighted, this external perspective can be invaluable.
In recent years, demand has grown significantly across the group’s entities Ad4Screen, Relatia, and BackInApp for more analytical capabilities, from data activation and strategic advice to best practices. Ad4screen has helped structure this offering to address these needs through different models: project-based support, data-focused expertise, and more specialized advisory services, including training and resource augmentation.
Watch the full session: Using data to guide your media and CRM activity
