How ETAM modernized their retail data strategy | The Marketing Intelligence Show

In this episode of The Marketing Intelligence Show, we sit down with Sophie Buresi, Global Data and CRM Factory Director at ETAM Group, to hear the full story of how ETAM transformed its retail data strategy.
Sophie shares how she moved the company from outdated systems to a modern data platform that powers smarter marketing decisions—from customer segmentation to marketing mix modeling (MMM) and beyond.
We also talk about what it really takes to build a data strategy that delivers value, how to balance quick wins with long-term goals, and why data quality and collaboration are key.
Whether you're working on a retail data transformation or looking for ideas on building a modern data stack, this episode is packed with practical insights.

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Timestamps
00:00 - Intro
01:00 - Sophie Buresi's background and experience
03:00 - ETAM's starting point: Early data maturity and challenges
06:00 - How ETAM built their data strategy: two key pillars
10:00 - Building the foundations: Cloud platform, data governance, and teams
13:30 - First high-impact projects: Segmentation and customer scoring
17:00 - Marketing mix modeling: Moving beyond black-box attribution
21:00 - How Supermetrics fits into ETAM’s modern data stack
24:00 - Tackling data quality and governance challenges
28:30 - Balancing short-term wins with long-term investments
31:00 - Sophie’s advice for leading data transformation in retail
34:00 - Wrap-up and key takeaways
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Resources:

📖 Read the ETAM x Supermetrics case study: https://supermetrics.com/case-studies
📝 Episode key takeaways: https://supermetrics.com/podcasts/phi...
🎧 Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast...
🎧 Listen on Spotify: https://open.spotify.com/episode/62D2...
Subscribe to The Marketing Intelligence Show for more episodes on marketing data, analytics, and growth strategies!
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