Digital strategy News Adviso combines the strengths of its services in analytical marketing and digital experience

Adviso combines the strengths of its services in analytical marketing and digital experience

06 September 2022

In 2022, you can’t talk about relational marketing or customer experience without involving data. So it’s completely natural that Adviso should decide to unite the strengths of its analytical marketing and data science (ADS) department with its digital experience (DX) department to increase the synergies between these two teams.

Appointment of Moulaye Traore and Kristel Salesse

Both teams will be led by Moulaye Traore, Senior Director of Analytics and Data Science. With a solid, diverse professional background on both the client and agency side, Moulaye Traore fully understands the value of data to user experience.

Alongside Moulaye, Kristel Salesse will occupy the position of Senior Director of Program Strategy, Data and Digital Experience. Having worked at Adviso since 2014, she has in particular occupied the positions of Practice Lead and Project Director in addition to her work in Customer Service.

Enhancing customer data

The common goal of the ADX and DX teams is to improve digital experience through solid data infrastructure. This goal takes on particular importance given the impending disappearance of third-party cookies, at which point primary data and loyalty initiatives will become even more essential for companies.

“Data have no value if they’re not activated. Our colleagues on the DX team are critical players in the process of data enhancement. They use the intelligence produced by the ADS team to develop A/B tests, re-engagement strategies, segments and tactics that will improve both customer and user experience.”

– Moulaye Traore, Senior Director of Analytics and Data Science 

“Our main motivation is to be able to support our clients while maximizing the impact of their marketing initiatives on their business objectives, particularly in terms of engagement and customer loyalty, two key growth factors for companies.”

– Kristel Salesse, Senior Director of Program Strategy, Data and Digital Experience