Data

Making sense of your data so it becomes an engine for growth.

Our credo

The only way to maximise your profit is to build a complete understanding of your business and of your customers.

We offer a complete range of data marketing services, from collection to activation, to build a data approach that serves your business goals.

Our data marketing work rests on two pillars: attribution and econometrics. These two complementary approaches give a solid basis for measuring the real impact of your communication and marketing. At bright, every campaign is assessed through both.

Intuition can work wonders now and then, but our job is to help you build a strategy grounded in facts.

Attribution

The holy grail is to attribute, precisely, each marketing action to what it really contributed — to growth, or to reaching your goals.

Econometrics

Understanding the drivers of growth and profitability through business analysis and indicators such as lifetime value and customer churn.

Veepee – From data science to growth

Descriptive and statistical analysis of anonymised customer data, to build a set of key indicators for tracking performance.

Useful data, ready to act on, without upending your digital ecosystem.

We put in place a complete system to track, analyse and activate your marketing data.
It starts with a tracking plan built around customer journeys. The data collected is then enriched with your business data (CRM, ERP) and fed into our secure framework, which brings the first key insights out quickly. This data architecture supports reliable attribution and shows which campaigns really contribute to customer acquisition.

With clear indicators, predictive algorithms and real-time dashboards, you follow your performance and steer your omnichannel actions more effectively.

Collect intelligently

We build a tracking architecture that is reliable, documented and compliant, to capture the right signals at the right moment — all along the customer journey. Events, conversions, behaviours: every touchpoint is mapped precisely, to feed a coherent data ecosystem.

Analyse to decide better

With econometric methods and advanced attribution models, we turn raw data into insights you can act on.
What is each channel really delivering? Which campaigns create value? Where should you invest to go faster?

Visualise. Steer. Perform.

Our dashboards, connected in real time, give a clear and actionable view of your performance.
Built for marketing and business teams, they let you follow, understand and adjust.

Churn

Reducing customer churn raises lifetime value.
Knowing how likely a customer is to leave becomes a strategic variable for your marketing automation — a way to offer reassurance or a commercial gesture, and so to cut churn with targeted actions.

Our churn prediction solution

Discover some of our key skills, the ones that let us design and run a range of data marketing and media work. Each can be called on its own, or built into a wider programme run by our teams.

AI Content FactoryWe design bespoke frameworks with AI built in, to streamline creative and content production.

Data warehouseBuilding an information system dedicated to attribution and to measuring marketing performance.

EnrichmentEnlarging your data by grouping it, cleaning it and creating new indicators.

GeoliftMeasuring a campaign’s impact by comparing regions, seasonality and local context.

Marketing Mix ModelingOmnichannel performance analysis, attribution of results and optimal budget allocation.

Macrodata refinementMethodical analysis and sorting of the numbers that frighten.

Data strategy & advisoryPutting data governance in place, to maximise its clarity and its strategic value.

Cockpit & KPI designDashboards aligned with your business goals, for informed decisions and a clear view of how things move.

SegmentationAnalysis of customer and prospect bases to define precise segments, granular media strategies and optimal CAC.

Churn predictionPredictive models built on past data, to anticipate churn and trigger the right marketing campaigns.

Lifetime value — LTVTaking total customer value into account to set an optimal CAC and look at your revenue over the medium and long term.

Data tracking & GTMFollowing the performance of every campaign and ad, and tracking the key events on your site for precise analysis.

Marketing Mix Modeling

Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.

This is a fundamental challenge, and it is in our DNA. Attribution is a major challenge for every company. At bright we chose to face it from the day we started, six years ago, by investing heavily in R&D on media mix modelling through machine learning — MMM.

That demanding choice is what lets us offer fine-grained analyses today, and concrete courses of action fitted to each company’s reality.

In a near future without digital traces, we know perfect attribution does not exist. By devoting ourselves fully to the question, we have learned to ask the right ones — and to give solid answers.

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