Being able to gain a competitive advantage from the proliferation of data represents a constant challenge for every brand.
In particular, 80% of modern enterprise data is made up of unstructured data, which ends up in disconnected systems or data silos, becoming difficult to access and maintain and therefore to exploit independently by the business.

In 2023, the Yamamay brand embarked on a journey that led in just 3 months:

• the unification of data sources;
• their harmonization to create unique profiles of its customers, in turn divided by brand;
• upon subsequent activation, creating increasingly personalized experiences through AI-enhanced segmentation, where the timeframe for segment creation has dropped by 80%.

We will meet with Francesco Pinto, Chairman and Co-founder of Yamamay, to share the motivations, experiences and results of an innovative and constantly evolving project.