Armel Bursaux

Background

About Armel Bursaux

Marketing is evolving at the pace of consumers, in an ever more fragmented, regulated and competitive environment. I’m leveraging my data expertise and knowledge of data based solutions to solve clients challenges in the platform world. Seasoned data practitioner, I have been leading multimarket data organizations as well as global client data practices. Here are 5 key topics you should consider when thinking about how data can help you win - Data strategy: understanding the role of data in delivering strategic ambitions (value exchange, data capture, activation, measurement)- Data governance : understanding data as more than an asset ie as a product, with its governance, operating models, processes and rules for collection, sharing and usage - Advanced analytics for Investment effectiveness: leveraging data science to optimize investment portfolio optimization, sales impact – brand impact short & mid term etc …)- ID resolution / ID based solutions: Leveraging ID resolution to unlock value through a series of use cases, from cleanroom based enrichment to high life Time value customer identification and lookalike for acquisition, reach & frequency optimization etc … - Measurement : If you can’t measure it, you can’t improve it. Cookieless world brings a lot of challenges in the realm of measurement, and cleanroom based measurement or AI/ML modeling are more than ever some key tools to deliver measurement.