{"id":52816,"date":"2022-08-06T09:00:02","date_gmt":"2022-08-06T08:00:02","guid":{"rendered":"https:\/\/staging-artefact.digitalseeder.com\/?post_type=cases&#038;p=52816"},"modified":"2024-09-20T17:39:22","modified_gmt":"2024-09-20T16:39:22","slug":"pierre-vacances-center-parcs-how-data-governance-and-data-quality-can-boost-digital-marketing-and-activation-performance","status":"publish","type":"cases","link":"https:\/\/staging-artefact.digitalseeder.com\/nl\/cases\/pierre-vacances-center-parcs-how-data-governance-and-data-quality-can-boost-digital-marketing-and-activation-performance\/","title":{"rendered":"<span class=\"highlight\">PIERRE &#038; VACANCES CENTER PARCS<\/span> How data governance and data quality can boost digital marketing and activation performance"},"content":{"rendered":"<p><article class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-video fusion-youtube\" style=\"--awb-max-width:750px;--awb-max-height:422px;\"><div class=\"video-shortcode\"><div class=\"fluid-width-video-wrapper\" style=\"padding-top:56.27%;\" ><iframe title=\"YouTube video player 1\" src=\"https:\/\/www.youtube.com\/embed\/GbprKpbBPlU?wmode=transparent&autoplay=0\" width=\"750\" height=\"422\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture;\"><\/iframe><\/div><\/div><\/div><div class=\"fusion-text fusion-text-1 description\"><p>In this video, Fanjean SHI, PVCP Director of Analytics, Data and Acquisition and Julien Soulard, PVCP\u2019s Data Steward, discuss the situation at PVCP. Joining him are Artefact\u2019s Fabien Cros, Clara Mendes Sampaio, Claire Turpin, and Marine Meyer; and Constance Coutard of Google-GMP, each of whom added their expert insights. <\/p>\n<\/div><\/div><\/div><\/div><\/article><article class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling case-content\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-margin-bottom:80px;--awb-background-color:#ffffff;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-justify-content-space-between fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column text-image-block-video-content1\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:#ff0066;--awb-margin-top:40px;--awb-margin-bottom:20px;--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;font-size:1em;--fontSize:30;line-height:1.33;\">Challenge: Improving data quality across the entire enterprise<\/h2><\/div><div class=\"fusion-text fusion-text-2\" style=\"--awb-font-size:20px;--awb-line-height:32px;--awb-text-transform:none;--awb-text-color:#0a1128;--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>Pierre &amp; Vacances Center Parcs\u00a0needed to be able to exploit all the data available in their ecosystem. To do so, they had to be able to:<\/p>\n<\/div><ul style=\"--awb-line-height:27.2px;--awb-icon-width:27.2px;--awb-icon-height:27.2px;--awb-icon-margin:11.2px;--awb-content-margin:38.4px;\" class=\"fusion-checklist fusion-checklist-1 fusion-checklist-default type-icons\"><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">Improve their data quality to make it more reliable<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">Join and structure data so it\u2019s clean and can be shared<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">Help businesses democratise data use and exploit this shared data for personalisation to build enhanced customer relationships.<\/div><\/li><\/ul><div class=\"fusion-text fusion-text-3\" style=\"--awb-text-transform:none;\"><p>Artefact knew that Pierre &amp; Vacances Center Parcs was going to need help to recoup revenues lost due to the COVID-19 crisis: a<a href=\"https:\/\/www.cnews.fr\/conso\/2020-03-11\/coronavirus-quel-impact-sur-le-tourisme-935096\"> 3% drop in worldwide tourism industry growth<\/a> was forecast for 2020, while there was a total of<a href=\"https:\/\/www.leparisien.fr\/economie\/coronavirus-jusqu-a-40-milliards-d-euros-de-perte-pour-le-tourisme-en-france-24-03-2020-8286756.php\"> 40B\u20ac estimated lost revenue<\/a> during the lockdown in the tourism sector in France over the last year. But some regions are expecting to see modest rises in tourism in the coming year.<\/p>\n<\/div><div class=\"fusion-text fusion-text-4\"><div class=\"quote\">\u201cAn interesting point to highlight about this project is the use of this unique period we\u2019re living through \u2013 it\u2019s an ideal time to invest in data quality and data governance \u2013 because these are prerequisites and fundamentals, we all need if we are to use this period intelligently and anticipate the future.\u201d<\/div>\n<\/div><div class=\"fusion-text fusion-text-5 quote-baseline\"><div class=\"quote-baseline\">Fabien Cros, Data Consulting Director at Artefact, added:<\/div>\n<\/div><div class=\"fusion-text fusion-text-6\"><p>To meet the objectives of PVPC, it was necessary to:<\/p>\n<\/div><ul style=\"--awb-line-height:27.2px;--awb-icon-width:27.2px;--awb-icon-height:27.2px;--awb-icon-margin:11.2px;--awb-content-margin:38.4px;\" class=\"fusion-checklist fusion-checklist-2 fusion-checklist-default type-icons\"><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><strong>Prioritise Data Quality and Governance<\/strong> above all other subjects to work efficiently and reliably in order to have an immediate impact on the business<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><strong>Form a committed SWAT team<\/strong> composed of experts ready to work hand-in-hand with PVCP on complex subjects in order to correct current data quality issues \u2013 but also to prevent new ones<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\"><strong>Create a new Data Steward role<\/strong> with a network of SPOCs (Single Points of Contact) to reduce quality problems and produce high-performance analytics available to all departments.<\/div><\/li><\/ul><div class=\"fusion-text fusion-text-7\"><div class=\"quote\">\u201cThe objectives of the data quality project with Artefact were simply to have a better cohesion in the quality of the data and to set up processes to help us be more efficient in the way we deal with the different subjects,\u201d<\/div>\n<\/div><div class=\"fusion-text fusion-text-8 quote-baseline\"><div class=\"quote-baseline\">clarifies Julien SOULARD, PVCP\u2019s newly-appointed Tracking &amp; Data Collection Specialist.<\/div>\n<\/div><div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-bottom-small:8px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:50;line-height:1.2;\">Solution: A SWAT team to roll out a Data Governance project<\/h2><\/div><div class=\"fusion-text fusion-text-9\" style=\"--awb-text-transform:none;\"><p>PVCP and <a href=\"https:\/\/www.staging-artefact.digitalseeder.com\/\">Artefact<\/a> worked closely for several months on these complex data science projects.<br \/>\nTo lay the essential groundwork, each company needed to be able to work in a <strong>SWAT team configuration<\/strong>. SWAT is an American military term meaning Special Weapons And Tactics, but in the business world, a SWAT team is composed of <strong>experts in various fields<\/strong> that come together to rapidly and efficiently validate new business ideas within an organisation.<\/p>\n<\/div><div class=\"fusion-text fusion-text-10\"><p>The PVCP-Artefact SWAT team:<\/p>\n<\/div><ul style=\"--awb-line-height:27.2px;--awb-icon-width:27.2px;--awb-icon-height:27.2px;--awb-icon-margin:11.2px;--awb-content-margin:38.4px;\" class=\"fusion-checklist fusion-checklist-3 fusion-checklist-default type-icons\"><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><strong>Prioritised<\/strong> and ultimately delivered value more quickly<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\"><strong>Mobilised<\/strong> different skills to optimise global knowledge<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><strong>Targeted<\/strong> only one value chain at a time for optimal efficiency<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><strong>Delivered<\/strong> with a stronger focus on results<\/p>\n<\/div><\/li><\/ul><div class=\"fusion-text fusion-text-11\"><p>The PVCP-Artefact SWAT team was dedicated to generating more high-quality sales leads, optimising the media budget, and improving processes and workflow.<\/p>\n<\/div><div class=\"fusion-text fusion-text-12\"><p>With the team in place, a major Data Quality Project was begun, composed of<strong> Data Governance, Tool Creation and Utilisation, and Monitoring<\/strong>, with speed and efficiency as driving factors.<\/p>\n<p>To kick-start the Data Governance facet, a PVCP \u2013 Artefact Data Steward pairing was proposed, while the Data Steward and SPOCs were trained on using data quality tools and methodologies.<\/p>\n<p>The <strong>Data Steward<\/strong> is responsible, among other things, defining data quality standards, monitoring KPIs, and holding a weekly update to monitor and investigate all current data issues with the data quality SPOCs.<\/p>\n<\/div><div class=\"fusion-text fusion-text-13\"><div class=\"quote\">\n<p>To address these issues, several tools were created, most importantly the \u201c<strong>golden source<\/strong>\u201d \u2013<strong> a data quality dashboard which tracks every KPI and signals every anomaly<\/strong>. There\u2019s also a ticketing tool set up which enhances communication when it comes to the way queries are posed.<\/p>\n<\/div>\n<\/div><div class=\"fusion-text fusion-text-14\"><div class=\"quote\">\u201cToday the teams are 100% autonomous in all their roles.\u201d<\/div>\n<\/div><div class=\"fusion-text fusion-text-15 quote-baseline\"><p>Clara Mendes Sampaio, Artefact\u2019s Senior Data Consultant who paired with Julien in his new role as Data Steward, affirmed that<\/p>\n<\/div><div class=\"fusion-title title fusion-title-3 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-bottom-small:8px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:50;line-height:1.2;\">Results: Time &amp; money savings, greater accuracy, happier employees<\/h2><\/div><div class=\"fusion-text fusion-text-16 quote-baseline\"><p>The project rapidly showed appreciable benefits:<\/p>\n<\/div><ul style=\"--awb-line-height:27.2px;--awb-icon-width:27.2px;--awb-icon-height:27.2px;--awb-icon-margin:11.2px;--awb-content-margin:38.4px;\" class=\"fusion-checklist fusion-checklist-4 fusion-checklist-default type-icons\"><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><strong>+28% improvement<\/strong> in algorithm accuracy for improved decision-making<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><strong>44% increase<\/strong> in time saved on data comprehension, location and accessibility<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><strong>+30 employee NPS points<\/strong> added after implementation of the data governance frame (shift to higher added-value activities for people)<\/p>\n<\/div><\/li><\/ul><div class=\"fusion-text fusion-text-17 quote-baseline\"><p>The project also <strong>improved the data quality on PVCP\u2019s analysis and piloting tools,<\/strong> thanks to the implementation of different processes, including weekly appointments, Mantis tickets and a dashboard for monitoring various tools.<\/p>\n<\/div><div class=\"fusion-text fusion-text-18\"><div class=\"quote\">\u201cBefore, our data was a bit like Swiss cheese: full of holes. [\u2026] We\u2019ll continue to work with PVCP on new projects over the coming year: Google Analytics 4, GTM Server Side, that sort of thing. But now, we have a much more sound basis that will allow us to approach data problems more efficiently.\u201d.<\/div>\n<\/div><div class=\"fusion-text fusion-text-19 quote-baseline\"><div class=\"quote-baseline\">Julien was pleased with the results achieved:<\/div>\n<\/div><div class=\"fusion-text fusion-text-20\"><div class=\"quote\">\u201cThanks to this project, we\u2019ve cleaned up data we don\u2019t need, and best of all, we\u2019ve saved 15% on our Google Analytics consumption. I think that working with Artefact allows us to guarantee our leadership and competitiveness.\u201d<\/div>\n<\/div><div class=\"fusion-text fusion-text-21 quote-baseline\" style=\"--awb-text-transform:none;\"><p>At Pierre &amp; Vacances Center Parcs, the outlook is positive.<\/p>\n<\/div><\/div><\/div><\/div><\/article><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Fanjean SHI, Director of Analytics, Data and Acquisition and Julien Soulard discuss the situation at PIERRE &#038; VACANCES CENTER PARCS.<\/p>","protected":false},"featured_media":52846,"parent":0,"template":"","meta":{"_acf_changed":false},"categories":[106],"class_list":["post-52816","cases","type-cases","status-publish","has-post-thumbnail","hentry","category-tourism"],"acf":[],"_links":{"self":[{"href":"https:\/\/staging-artefact.digitalseeder.com\/nl\/wp-json\/wp\/v2\/cases\/52816","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/staging-artefact.digitalseeder.com\/nl\/wp-json\/wp\/v2\/cases"}],"about":[{"href":"https:\/\/staging-artefact.digitalseeder.com\/nl\/wp-json\/wp\/v2\/types\/cases"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/staging-artefact.digitalseeder.com\/nl\/wp-json\/wp\/v2\/media\/52846"}],"wp:attachment":[{"href":"https:\/\/staging-artefact.digitalseeder.com\/nl\/wp-json\/wp\/v2\/media?parent=52816"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/staging-artefact.digitalseeder.com\/nl\/wp-json\/wp\/v2\/categories?post=52816"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}