WorkJanuary 1, 2021

Multi-Brand Audience Sharing: Prioritization and Conversion Impact

Marketing Activation

Project Notes (full article to be written)

Source: Multi-brand retail group x Fashion e-commerce retailer - Audience Sharing (GCP, Retail media platform) Context:

Implementation of marketing audience sharing between multiple brands via a third-party (retail media platform)
Challenge of establishing common audience definitions between brands
Implementation of audience prioritization framework between brands

Technologies:

Retail Media Platform: Retail media platform
Data Warehouse: BigQuery (audience building)
Audience Sync: Custom pipelines (API-based)
Privacy Tech: Hashing and tokenization
Orchestration: Airflow

Technical Solutions:

Privacy-safe activation: hashed identifiers (never share raw PII)
Consent-aware audience activation
Daily audience refresh with automated sync
Audience prioritization framework (multiple brands competing for same customers)

Results:

Measurable impact on conversion rate and marketing campaign ROI
Established third-party audience sharing processes
2-3x higher conversion vs generic targeting (first-party data advantage)
GDPR-compliant activation (hashed IDs, consent enforcement)

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Customer 360°, data pipelines, cross-channel activation, segmentation, business-optimized privacy all delivered in production at scale for retail and luxury.

38M+

Contacts Managed

€5B+

Managed Revenue

32+

Countries

7+

Years CDP Expertise

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