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Data Alliance: a strategic lever for commercial performance

As marketing strategies evolve in response to the end of third-party cookies, second-party data takes on renewed relevance. Derived from direct, consent-based sharing between two organizations and based on first-party data, this approach allows businesses to leverage precise insights while meeting growing privacy and compliance requirements and building on a larger, richer data base.


Olivia Stoeux - Data & Insight Strategy Leader - Valiuz


Shared databases aren't exactly new. Companies like Abacus in the US demonstrated the value of data sharing in the late 1990s. In France, initiatives such as Conexance (now Choreograph at WPP) and Ma Vie En Couleur (Mondelez, Unilever, and Publicis) were launched during the 2000s.


More atypical and unique in Europe,Valiuz , created in 2019, is a true collaborative data alliance bringing together more than 18 major national brands. This pooling creates a second-party data ecosystem covering 80% of French households, or 55 million unique customers.


From shared data to informed decision


Leveraging second-party data within an alliance transforms strategic decision-making at several levels:

1. An enriched vision for understanding areas


Analyzing catchment areas is a key challenge for retailers. Second-party data offers a new and more comprehensive perspective than traditional data. It allows you to:

  • Understand purchasing journeys beyond your brand: Identify other points of sale frequented by your customers and optimize your strategy accordingly.

  • Analyze your area's activity in detail: Get a precise view of customer flows, consumption habits and local events.

  • Adapt your offer to local specificities: Offer the most relevant products, services and promotions for your customers.

  • More accurately assess your store's commercial potential: Make informed decisions regarding location and development.


2. Personalization of assortments based on a global understanding


This partnership allows Teads to activate Retail Media Valiuz data across its entire premium inventory, reaching 91% of the French digital population.


Access to second-party data allows:

  • To identify complementarities between different sectors of activity

  • To understand consumer choices between brands

  • To anticipate emerging trends through a multi-sector vision

This collaborative approach has enabled alliance members to increase their revenue in certain categories.


3. Revolutionized marketing targeting


Second-party data also transforms and strengthens marketing activation capabilities:

  • Creation of audience segments enriched by cross-brand knowledge

  • Deep understanding of omnichannel purchasing journeys

  • More precise measurement of advertising impact thanks to data cross-referencing

Campaigns based on these shared insights show conversion rates 10 to 30% higher than market averages depending on the industry.


4. Supply chain optimized by sharing knowledge


  • A more precise anticipation of consumer trends

  • Better inventory management thanks to a broader market vision

  • A significant reduction in stockouts and unsold items


The strength of second-party data lies in its ability to create collective market intelligence. Each member of the alliance benefits from a more comprehensive view than that offered by their first-party data alone, and from insights enriched by cross-brand behaviors. Finally, this enables a greater ability to anticipate market developments.


The power of the collective in the service of individual performance


By joining data alliances, retailers can not only survive, but thrive and shape the commerce of tomorrow by sharing their consumer insights with brands and optimizing the shopper experience.

In this period of accelerated transformation, the brands and retailers that can leverage this collective intelligence will be the ones building the commerce of tomorrow, smarter, more efficient and closer to the real expectations of consumers.


About Valiuz :

Valiuz's mission is to accelerate retailers' transformation through data and AI to meet the challenges of new commercial codes. With our alliance of around twenty prestigious companies and unparalleled customer knowledge in France, we offer solutions and services entirely dedicated to retail. These solutions enable business teams to leverage their data and support their data-driven transformation to meet the strategic and operational challenges of competitive retail, adapted to new lifestyles and environmental issues.

In 2023, Valiuz launched its omnichannel and omnimarket Retail Media network, connecting brands with consumers during their online and in-store purchases. Our solutions include profiling, off-site, on-site, in-store activation, CRM, and related measurement. This solution allows advertisers to showcase their products and optimize their advertising investments. Our holistic approach to the customer journey offers a personalized shopping experience, strengthening the connection between brands, retailers, and their consumers.


Links to the Influencia article

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