In a rapidly evolving marketing landscape, where data quality is becoming the essential driver of Artificial Intelligence, the Dékuple Group is accelerating its technological transformation. Jérôme Thil, Director of Development, Technology, and Data, reveals the inner workings of “Real Life Data” and the Premium Data System, true pillars of the Group’s commercial performance. From talent development through the (AI)cademy to the deployment of a European technological platform, he details his roadmap for increasingly predictive, human, and effective marketing.
What are the key priorities in your technology and innovation roadmap for the Group?
– Supporting all our teams in mastering AI in their day-to-day work
– Integrating all our data and technological solutions within our platform
– Rolling out our data and our platform across Europe
Data seems to be mobilising many players in the marketing sector and appears to be taking on a new dimension; how do you approach this within the Group?
Indeed, in recent years, the digitalisation of sales channels has seen the emergence of numerous players involved in the collection and the use of large-scale digital data. However, this data is often of poor quality, and is sometimes out of date or inaccurate. Yet it lies at the heart of marketing systems, such as CRM. The effectiveness of activation will be directly linked to the quality of the data being used. The paradigm remains unchanged: without quality data, technology and Artificial Intelligence will not deliver any additional efficiency.
After decades of experience in marketing and direct sales, the Group has developed a deep understanding of the actual consumption habits of millions of consumers. This experience has enabled us to create a technological solution that is unique in the world: the Premium Data System, built on the principle of ‘real-life data’ as opposed to purely digital data, the
quality of which is often unreliable. “Real Life Data” comprises 45 million contacts that are continuously updated and geolocated – to mention just France – and interconnected in real time with our clients to deliver powerful local marketing.
Our Premium Data System division, the flagship of our Boost Factory, has become the market leader in the acquisition of this data. This year, I have led and developed with my teams, a unique technology that acts as the ‘engine’ of our platform. We connect our clients’ data to our Premium Data System to enrich it with ‘Real Life Data’ and thus deliver sales performance with a ROAS (Return on Ad Spend) of 10 to 20 per marketing or sales campaign.
You mention “Real Life Data”; please explain what that means.
Real Life Data is data that reflects consumers’ actual expectations and enables ultra personalisation using AI, a powerful conversion driver for brands.
How does your “engine”, the Premium Data System works?
Technically speaking, we utilise technologies that meet industry highest standards of security and encryption, in strict compliance with GDPR regulations. Over the next three years, our teams will be working to roll out our Premium Data System across Europe, with the same high standards regarding real-time data and security.
You are at the heart of the AI transformation. How are you supporting your teams through this transition?
We have been driving the Group’s transformation using data and AI since 2024.. The (AI)cademy, our training programme launched in 2024 and we are launching the second phase of this programme this year through practical workshops that build on the knowledge gained about AI and agentic systems during the first phase. At the heart of the (AI)cademy, we have placed co-creation and employee engagement. A second focus area centers on our “Creative OS,” a transformative initiative aimed at our agencies in France and around the world to establish an efficient Group-wide approach to practices, tools, costs, and governance. We are working with an in-house platform that brings together our creative teams and engineers united by a common goal: to accelerate and enhance the performance of our creativity through AI. And since, when it comes to AI, ‘we don’t know what we don’t know’, an observation hub within my teams is responsible for continuously updating our assumptions and practices. This AI transformation process is a ‘journey’ and forms part of the continuous improvement of our
business lines.
Vous évoquez la “donnée réelle” (Real Life Data), expliquez-nous ce que cela signifie.
La Real Life Data est celle qui reflète les attentes réelles des consommateurs et qui permet l’ultra personnalisation avec l’IA, levier de conversion puissant pour les marques.
Comment fonctionne votre « moteur » Premium Data System ?
Sur le plan technique, nous mobilisons les technologies aux standards de sécurité et de cryptage les plus élevés, dans le respects strict des règles RGPD. Dans les trois prochaines années, nos équipes seront mobilisées à déployer notre Premium Data System à l’échelle européenne, avec le même niveau d’exigence quant à la donnée réelle et la sécurité.
Vous êtes au cœur du réacteur de la transformation IA, Comment accompagnez-vous vos équipes dans ce virage ?
Nous opérons la transformation du Groupe avec la data et l’IA depuis 2024. L'(IA)cademy, notre programme de formation démarré en 2024 et dont nous lançons le deuxième volet cette année à travers des ateliers pratiques utilisant les connaissances acquises sur l’IA et l’agentique sur le premier volet. Nous avons mis au coeur
de l'(IA)cademy, la co-construction et l’engagement des salariés. Un second axe s’articule autour de notre “Creative OS”, un chantier transformatif tourné vers nos agences en France et dans le monde afin de structurer une approche Groupe efficiente sur la pratique, les outils, les coûts et la Gouvernance. Nous travaillons avec une plateforme maison, qui associe nos créatifs et ingénieurs autour d’un objectif commun : accélérer et augmenter la performance de notre créativité grâce
à l’IA. Et comme, « nous ne savons pas ce que nous ne savons pas » avec l’IA, un hub d’observation au sein de mes équipes est en charge d’updater nos croyances et pratiques en continue. Cette démarche de transformation IA est une « journey » et s’inscrit dans une amélioration continue de nos métiers.