Germain Gaucher

Lead our Customer Acquisition data strategy :

- Define our yearly data strategy and roadmap in coherence with business objectives and lever needs

- Ensure availability of existing datasets & expand datasets to new levers, business lines & partners

- Lead data integration projects (data collection, data quality, data transformation & data sharing)

- Coordinate with BI to migrate our acquisition data ecosystem in our central Datawarehouse

Become our Web Attribution specialist :

- Lead and adapt our web attribution strategy & solutions to a rapidly evolving digital ecosystem

- Leverage performance by providing actionable insights using our existing attribution solutions

- Set-up a cost per booking path approach to better optimize multi-touch point acquisition performance

- Develop internal education and training sessions related to web attribution or mix-marketing modeling, and increase adoption of our different tools & solutions

- Prepare the future by investigating MMM opportunities with Ekimetrics and identifying benefits of shifting to a full funnel econometrics model

Participate to the E-commerce & Media tracking strategy :

- Ensure tracking consistency and accuracy across all digital levers by consolidating tracking guidelines

- Sharing campaign naming rules with regions by updating an URL Builder to standardize tracking

- Support the tracking coordination in transversal projects by coordinate the implementation of APP tracking and ensure the successful deployment of Accor's new business & partnership tracking projects

- Prepare the transition to a cookieless world and adapt to new legal regulations by follow and share updates on GPDR, e-privacy impacts and all new solutions

Monitor and improve the performance of acquisition campaigns (Paid Search, Metasearch, Affiliation, Retargeting) across all websites of the Group.

In charge of a portfolio of destinations : USA, Canada, Mexico, Belgium, Netherlands, Luxembourg, Middle East, Turkey

- Monitor and analyze acquisition results on a cross-lever destination basis

- Create report on Tableau Desktop

- Dedicated entry point for all topics related to the acquisition performance of the destination

- Identify new business opportunities and exchange with the acquisition teams to optimize campaigns