- 5
Strategic CDP use cases
To support the rollout of its Customer Data Platform, the project focused on creating a practical playbook for both marketing and technology teams. Split into two complementary workstreams : Strategy and Technology, the framework established best practices for audience activation, governance and customer experience.
About Global Premium Spirits Group | USA
One of the world’s largest premium spirits groups operates a diverse portfolio of internationally recognised brands across multiple markets and channels. As customer expectations continue to evolve, the organisation has invested in marketing technology to create more connected, personalised experiences across its digital ecosystem.
The challenge
Customer data was fragmented across CRM systems and digital touchpoints, limiting the ability to create unified customer profiles and deliver consistent, personalised experiences. The implementation of a Customer Data Platform offered the opportunity to consolidate, deduplicate and enrich customer data, but its success depended on a clear audience strategy.
The objective was to define a scalable audience framework that identified the most valuable customer segments, established governance and activation principles, and enabled personalised customer journeys while avoiding duplication and audience overlap.
Services Used:
STRENGTH IN NUMBERS
Business impact
By defining a structured audience strategy alongside a comprehensive implementation playbook, the project established a shared framework for both marketing and technology teams. The guidance enabled consistent audience creation, governance and activation, providing a scalable foundation for future customer journeys and personalised experiences across owned and paid channels.
Audience Strategy Playbook
Strategic CDP use cases
Unified customer view
Esteemed digital marketing solutions
As part of our partnership, Zara has the advantage of having a dedicated Numerique account manager who serves as the primary point of contact, working closely with our team of experts to ensure that the partnership yields the desired outcomes. Zara has expressed their satisfaction with our collaboration, saying,
“Numerique has become an extension of our marketing team. They provide us with a robust digital strategy that we wouldn’t have been able to achieve without their support. Our marketing team is small, but with Numerique, we can accomplish so much more.”
- Search engine optimization (SEO)
- Pay-per-click (PPC) advertising
- Social media
- Web design
+40 %
Ecommerce
growth
236 %
Increase in organic sessions
131 %
Increase in organic contact form submissions
