A European B2B e-commerce leader enhances customer insight through its new Data strategy
Context
The group is a European leader in B2B e-commerce, specialized in the distribution of equipment and supplies for companies and public organizations. With more than 26 subsidiaries across 17 European countries, it is also present in Africa, Asia, and the Middle East through its export activities.
The company is structured into three divisions:
business division,
local authorities division,
and merchants division.
Challenges
Data, often described as the new “black gold,” has become a key driver of digital transformation for e-commerce companies, enabling them to meet customer expectations and accelerate business growth.
Without high-quality and properly enriched data, there can be no meaningful personalization. A significant number of uncompleted orders are still linked to incorrect customer information, generating additional costs for businesses.
Similarly, many marketing campaigns fail because they rely on poor-quality data.
Aware of these challenges, this B2B e-commerce leader chose to rely on Talan to accelerate its transformation through data.
Methods & Solutions
Talan, a consulting firm specialized in business transformation through Data and AI, supported this B2B e-commerce leader in defining and implementing a data strategy. Through the improvement of data quality across the group, its analytical capabilities were enhanced, enabling more accurate and relevant customer targeting.
The Talan teams implemented a single customer repository and a data governance framework using Informatica MDM (Master Data Management).
To ensure delivery quality, the project was conducted using an iterative methodology, allowing better integration of the MDM tool within the IT ecosystem and avoiding the “black box” effect that prevents stakeholders from tracking project progress.
Benefits
- The data is now qualified and usable at the right time and in the right place
- Customer data is centralized and can be seamlessly moved across a more agile information system
- The organization has gained a better understanding of its legal and commercial customer hierarchy
- Reduction in costs and optimization of processes through interface rationalization and reduced duplicate data entry
- Improvement of customer experience and customer knowledge, leading to more effective marketing campaigns
Improvement of overall business performance through better data quality and more reliable decision-making