WorkJanuary 1, 2020

Multi-Brand Cannibalization Analysis: Optimizing Global Customer Value

BI & Analytics

Octave Olivetti

Project Notes (full article to be written)

Source: Multi-brand retail group - Customer cannibalization analysis (GCP, Python, Terraform, Airflow) Context:

Cross-brand customer cannibalization and complementarity analysis across multiple retail brands within the same group
Implementation of strategies to optimize global customer value
Mutual customer data enrichment between brands

Technologies:

Cloud: GCP
Data Warehouse: BigQuery
Languages: Python, SQL
Orchestration: Airflow

Key Analyses:

Cannibalization vs. complementarity analysis between brands
Customer Lifetime Value (CLV) analysis: single-brand vs multi-brand customers
Cohort analysis: tracking customers before/after starting to shop second brand
Revenue attribution modeling

Results:

Multi-brand customers have 2.5x higher CLV than single-brand
Measurable impact on revenue and brand profitability
Cross-brand customers: 15% of customers but 30% of revenue
Online growth is 60% new customers, 40% migrated from stores (not pure cannibalization)

Related projects

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

Data Quality Monitoring: Automated Testing and Time-to-Market Alerting

Data Engineering

Automated data testing for developer time-to-market optimization, automated verification of data engineer work, and real-time alerting on quality anomalies.

Data Team Workflow: Agile, CI/CD, and Time-to-Market Optimization

Data Engineering

Development workflows with data delivery manager and data engineers: agile/kanban processes, priority management, automated testing, CI/CD, and time-to-market optimization.

Data Enrichment Campaigns: Progressive Profiling and Consent-Aware Strategy

Marketing Activation

Marketing/service campaigns for customer data enrichment with targeting by country/brand, service vs. marketing message arbitration based on consents, and profile completion optimization.

Customer 360° Datamarts: Single Source of Truth and Executive Dashboards

BI & Analytics

Implementation of datamarts and BI dashboards for large luxury company with single source of truth, business domain architecture, and executive steering dashboards.

GDPR Privacy Program: Governance Accelerator and CNIL Audit Readiness

Privacy & Compliance

GDPR as data governance and quality accelerator: consent and rights management processes, policy versioning, team training, and demonstration of business benefits (data quality, lineage, catalog).

Data Catalogue: Discoverability, Governance, and Self-Service Adoption

Data Governance

Implementation of data catalogue for large luxury company with business/technical definition alignment, adoption strategy, and improved data discoverability and quality.

User Journey Optimization: Cross-Channel Campaigns and Behavioral Targeting

Marketing Activation

Behavioral segmentation engine and automated campaign triggers optimized for user journey.

Multi-Brand Governance Framework: RACI and Cross-Group Steering

Data Governance

Data governance framework for multi-brand and multi-country company with stakeholder RACI, roles/responsibilities, data management processes, and cross-house/technical team steering.

Multi-Country Marketing Opt-in: Opt-in/Opt-out Strategy by Country

Privacy & Compliance

Implementation of consent management framework across 32 countries with opt-in rate optimization (+18-22%) and 100% compliant marketing activation generating 70-85% addressable audience.

Global CDP Platform: 18M+ Contacts, 32 Countries, €1B+ Sales

CDP & Platform

CDP deployment covering 18M+ contacts, 32 countries, €1B+ sales with Customer 360°, marketing activation, and multi-jurisdictional privacy compliance.

Multi-Brand Audience Sharing: Prioritization and Conversion Impact

Marketing Activation

Implementation of marketing audience sharing between brands via third-party (retail media platform) with audience prioritization, privacy-safe processes, and measurable impact on conversion and campaign ROI.

Multi-Brand CDP: 20M+ Contacts, €4B+ Unified Sales

CDP & Platform

Group CDP consolidating 20M+ contacts and algorithms across multiple brands (€4B+ sales) with customer deduplication graph and complete infrastructure as code.