François Poitrine Co-founder & General Manager @Ekimetrics - Digital Benchmark 2019
After London in 2017 (350 attendees), Barcelona in 2018 (700 attendees), the EBG is organizing the third edition of The Digital Benchmark in Berlin from May 22nd to May 24th 2019. The event will bring together more than 700 digital decision-makers from the largest European companies to select and implement MarTechs solutions (marketing and technology).
François Poitrine, Co-founder & General Manager @Ekimetrics discussed with us the reasons for his involvement in the project, his role and the trends he is witnessing in the MarTech sector.
Can you introduce yourself and Ekimetrics?
Created in 2006, Ekimetrics is a global consultancy, pioneer & european leader in Data Science. With 200 Data Scientists, all consultants, worldwide, we lead projects in 50+ countries, in various industries (automotive, luxury, FMCG, retail, etc.).
Ekimetrics mission is to help companies build new world-class data and analytics capabilities, which enables our clients to power-up their revenue strategy or business model thanks to data.
Our difference lies in an integrated approach to performance, and in the desire to reaffirm the value of understanding the business lines, which we believe is at the heart of transforming data into new business assets.
Deeply passionate by innovation in the way of delivering simple insights from complex methods for a better decision-making, we founded Ekimetrics in 2006 with 4 other friends. After starting my career as a consultant for company startups at a business incubator, I joined DDB agency where he helped build the company's econometric approach for marketing performance measurement. In 2006, I co-founded Ekimetrics and since I have piloted worldwide projects in the automotive, luxury, energy, banking and insurance sectors as well as piloting Machine learning, AI and Big Data practice. I graduated from Ecole Polytechnique and have a Master's degree in Entrepreneurship from HEC.
Could you specify your role in this study and give some methodological elements?
In our study, one of the leaders in the insurance sector wanted to improve its churn management, as part of a much broader corporate strategy: to position itself no longer as a financial asset company, but rather as a service company, enabling its policyholders to better manage their risk.
This data-driven approach is part of a long-term business ambition, one of the key success factors according to us, which is a real paradigm shift for the company and its worldwide teams.
Although many methods are available in statistical terms, not all of them are equally effective as far as the business interpretation is concerned. Machine Learning approaches are particularly difficult to translate to make them concrete for the business lines. As the leader of the ML and AI practice, I have orchestrated, advised and overseed the project, specifically to make sure we constantly create bridges between sophisticated statistical approaches and the reality of the Insurance business (domain restrains, data literacy, organisational impact...). Although most data service providers are capable of delivering powerful results in analytical terms, few manage to make these deliverables legible and usable in a business framework (what specifically do I need to change in my daily activity or my strategy to resolve my problem?).
The notion of value creation for domain experts is particularly appropriate in this case. The final metre - translating insights into business value - is still a challenge in 2019 for most data/advanced analytics service providers. One of my focus was to make sure we do not emphasize the black box phenomenon, and remain very tangible in our strategic recommendations.
From the outset, we therefore made a point of integrating our approach into a process of uptake by the teams and therefore of tangible value creation, a condition essential to the project being adopted and supported by the teams and the Executive Committee.
Ekimetrics supports many advertisers on digital challenges. What are the topics and trends you are witnessing today among your customers?
Digital transformation is key for everyone but has a different definition for each Brand:
For some global brands in the CPG/FMCG industry for exemple that means getting more in depth in Digital measurement : leveraging statistical approach to unlock breakdown and contribution by lever, gap analysis, ROI by chanel, creating a new language connecting online and offline media measurement process.... The final goal being to build true ROI driven digital battle plans and shift to systematic data driven decision making.
For some other Brands in Cosmetic or luxury for instance, that means reinventing the customer experience and leverage the power of this new direct connexion they now have with their clients through digital. Should it be through reinventing the marketing model (new content, new formats), through personalization opportunities, influence levers...
Finally for some other Brands, it is all about creating data and analytics capabilities. They think longer term, and aim to build new scalable and sustainable data assets. That means improving their existing data ecosystem (adobe suite, dmp?) to become a true data driven company, implementing a Data lake at the service of customer centricity, or building a powerful and agile IT environment to empower Big Data projects.
Why do I have to register for the 2019 Digital Benchmark in Berlin?
An opportunity to meet providers and brands in a different context, which enables deeper or more fun conversations!