"We have to become a data hub dedicated to our retailers"
Elise Masurel, Marketing, Innovation and Digital director at Klepierre, told Business Immo about why and how the European expert of shopping malls gambles on data to better understand and maximize the impact of its drive-to-store actions, together with the brands.
Leveraging the ForePaaS platform, Klepierre worked on the integration, aggregation, and visualization of different types of data, and see in almost real-time the effect of a given marketing operation on profitability.
Deployed in 120 shopping malls and dedicated to directors and marketing managers, the solution not only helps to improve the monitoring of marketing and digital KPIs but also to better share the information and give more autonomy to teams in each mall.
In the longer term, the goal is to exchange more data with retailers to strengthen the relationship and build together a true data hub for better retail performance.
Read the article (in French) to learn more about marketing investments monitoring in the retail industry.
Klepierre leverages ForePaaS technology to manage marketing efforts
Klepierre, a major European player in shopping malls management, chose ForePaaS to simplify and accelerate data analytics coming from commercial, advertising or marketing campaigns. As they work as a "business partner" with shops established in their malls, they have every interest to make those efforts as efficient as possible.
The objective? Measure the efficiency of promotional operations to optimize cost-effectiveness.
This ambition required to aggregate data from multiple sources, and implied to structure and share results with different stakeholders across and outside the organization.
Discover the article (in French) and the feedbacks from Elise Masurel, Marketing, Digital, and Innovation director at Klepierre.
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