Marketing & customer relations.

Challenges

Why data matters

Knowing each customer, sending the right message at the right time and measuring what works: marketing has become a data discipline.

What data brings

What data changes

360° customer view

Unifying data from CRM, e-commerce, stores and customer service.

Segmentation and personalisation

Behaviour-based segments, personalised offers and journeys.

Performance measurement

Attributing sales to campaigns and channels, managing marketing return on investment.

Loyalty

Detecting customers at risk of leaving, data-driven loyalty programmes.

Voice of the customer

Analysis of reviews, social listening and customer service verbatims.

Generative AI

First generative AI use cases

• Marketing content produced by segment and channel
• Assistants for advisers and customer service
• Automatic summaries of customer feedback

Method

The Visian approach

1. Framing with the department concerned: decisions to inform, indicators, priorities.
2. Data : source inventory, quality measurement, corrections at source.
3. Tool : dashboard, model or AI assistant delivered in short iterations.
4. Adoption : team training, usage tracking, skills transfer.

References

Visian achievements

• Accor: Direct Channel Product Owner, social listening and generative AI
• ENGIE: MaConso consumption tracking app
• Publicis: analytics and product ownership
• Malakoff Humanis: customer relations project support

All references