Optimization of Data Centralization in an International Digital Ecosystem.

Challenge

• Inconsistency of customer data across various digital platforms (brand site, gaming platform, loyalty program, editorial platform, CRM platform, loyalty program).
• Data fragmentation across multiple tools and countries (15 countries).
• Non-compliance of data with GDPR.

Project Summary

• Solution: Centralization and harmonization of customer data for a 360° view.
• Impact: Improved data quality for better decision-making.
• Context : A multinational brand with data scattered across multiple digital platforms and countries.
• My role : Coordinate, activate, and standardize customer data across various international platforms.

Solution

1. Data Collection

• Detailed tagging plan for each platform.
• Migration from Google Analytics 3 to Google Analytics 4.
• Implementation of new tools: Matomo (GDPR Compliant), Hotjar.
• GDPR compliance implementation.

2. Data Transformation & Storage

• ETL process to harmonize data.
• Use of Matomo API, Google Sheets, and App Script.
• Data normalization.

3. Activation & Visualization

• Integration and design of a dashboard.
• Batch data updates (every morning).

Results

Marketing / Business:

• More precise segmentation and more effective marketing campaigns.
• Improved visibility into customer behavior for data-driven decision making.
• Campaign conversion rate increased by 20% and customer engagement by 15%.
• Reduction in cost per acquisition (CPA).

Technical / Data:

• More robust and integrated data infrastructure.
• Simplification and documentation of the data architecture.
• 80% reduction in data processing and analysis time.
• Improved accuracy of technical reports and dashboards.
• Enhanced performance of data management systems.
• Reduced maintenance costs and data management efforts.

Project Impact:

• Project delivered on time and within budget constraints.
• Unified customer view facilitating the management and optimization of digital campaigns.