Multi-site deployment of a new branding plan
with the Magento platform
Background / Issues
In a highly complex B2B e-commerce environment (multi-site, multi-country, multi-environment), data was initially neither structured nor managed.
Business, tech and marketing teams worked in parallel, with no common frame of reference for what was being measured, or how to exploit it.
Our mission: to design and then develop, over the long term, a reliable, activatable and shared data layer that supports business ambitions and the day-to-day needs of our teams.
Objectives
– Align business, analytics and technical needs around a common, documented tracking base.
– Structure a reliable, scalable data layer, to secure analyses and facilitate business arbitration.
– Accelerate multi-channel marketing activation, with quality data that can be exploited in real time.
Our 3-step approach
Framing & structuring
– Identify key paths with business teams (sales, CRM, product, marketing).
Steering & implementation
– Project coordination via JIRA, in liaison with devs, QA, PO, analytics.
– Multi-TMS implementation : Tealium IQ for the central structure and GTM for agile and specific needs. Acceptance, QA, documentation, continuous production start-up.
Marketing activation
– Implementing dynamic audiences in Tealium AudienceStream.
– A homogeneous, aligned and stable data layer, deployed across all sites and environments.
– Operational, ROI-driven marketing through targeted, rapid and relevant activations.
Results
– Data used on a daily basis by business teams to steer activity.
– Controlled data that has accelerated centralization in BigQuery and paved the way for cloud & AI projects.
Key benefits
References
Over the years, we’ve put in place an organization and methodology tailored to the specific needs foragility andexpertise of your e-commerce teams, which we support worldwide, in French and English.
