What does it really take to modernize a retail company’s approach to data?

In this episode of The Marketing Intelligence Show, we sit down with Sophie Buresi, Global Data and CRM Factory Director at ETAM Group. Sophie shares how the team moved from legacy systems and disconnected tools to a modern, cloud-based setup that supports smarter segmentation, marketing measurement, and decision-making. 

You’ll learn:

• How ETAM built their retail data strategy from the ground up
• What it takes to turn business goals into practical data projects
• How the team redesigned customer segmentation for real-world use
• The steps they took to bring marketing mix modeling in-house
• Why data quality and team alignment were key to long-term success

Whether you're in retail or just navigating data transformation, this episode offers an honest look at the real work behind building a strategy that sticks.