DTC Omnichannel Strategies using Data Centralization and Activation with Maxime Lagresle

The right data analysis tools can significantly increase decision-making agility and accessibility for all business stakeholders. Centralizing sales channel data is crucial for a seamless omnichannel experience. By using reverse ETL activation, companies can revolutionize data utilization to enhance customer engagement proactively.

Maxime Lagresle is the Head of Data at Veronica Beard, a contemporary fashion brand known for trailblazing in the direct-to-consumer (DTC) space. Maxime evolved from building the initial tools as the company's first data hire to growing the data team and liaising with business stakeholders on their requirements.

Max emphasizes the value of creating omnichannel customers who engage with online and offline channels. His work includes powerful ETL and reverse ETL processes, enabling the brand to manage advertising audiences and create personalized omnichannel experiences.

He also provides insights into his data stack, including integrating Segment, setting up a cloud data warehouse with BigQuery, leveraging DBT for transformation, and using Sigma Computing for BI. As the brand eyes international expansion, the push for sophisticated data usage continues, with initiatives like reverse ETL and media mix modeling at the forefront.

Main Takeaways

• Omnichannel customers are approximately three times more valuable than those who shop through a single channel, spotlighting the importance of integrated customer experience.
• Veronica Beard uses a robust data stack comprising tools like Segment, BigQuery, and Sigma Computing to centralize, analyze, and activate customer data.
• Agility in the BI tool selection proved crucial for Veronica Beard, with Sigma Computing being selected for its easy adoption by business stakeholders.
• Veronica Beard is exploring media mix modeling with open-source tools from Meta to triangulate marketing effectiveness in a post-iOS 14 world.

Tools Mentioned in this Episode:

• BigQuery
• FiveTran
• Segment
• Skypad
• Shopify
• 6Sense*
• Sigma Computing
• DBT
• Looker
• Metaplane
• Klayvio
• HighTouch
• Robin from Meta
• Geolift from Meta
• Attentive Mobile
• Google Cloud Platform