A technology with a memory: same data, massive impact.

What does “same data, massive impact” mean?

The project's name describes an approach. Lacoste already had very valuable data: customer behavior coming from the website, the mobile app, stores and ad platforms. The problem wasn't a lack of data, but that it lived separately in each source and none of it remembered the rest. We focused not on collecting new data but on bringing the existing data together with the right technologies, in other words giving measurement a memory. For us, technology alone is not enough; the real value appears in how it is used.

Infrastructure: collecting data correctly

When people think of measurement infrastructure, the first thing that comes to mind is setting up analytics tools. We approach it in several layers. First we write down in a measurement plan which events will be tracked on the site and in the app. Then we collect those events through GA4, the tag manager and the ad platforms' conversion APIs. To reduce the data lost to browser restrictions and cookie consent, we use server-side tracking and build a consent setup that complies with privacy rules.

Integration: making the data speak the same language

Collecting data is half the job. The other half is making data from different sources talk to each other. We bring together data from ad platforms, web analytics and mobile measurement tools under shared definitions, standardize campaign names and aim for the same question to get the same answer wherever it is asked.

Today this thinking has become Ad Venture One. Our brands can track their data from every platform on a single screen, using the same definitions.

How accurate measurement affects ad performance

Measurement doesn't just make reports accurate; it improves the ads themselves. The smart bidding systems of platforms such as Meta and Google learn from the conversion signals sent to them. When those signals are incomplete or wrong, the system starts bidding for the wrong audience at the wrong price. That's why, in accounts where we fix measurement, it is often not only the reports that change but the campaign results too.

What the award means to us

Measurement is usually invisible work; when it works well nobody notices, and when it breaks every decision is affected. This award at MarTech Awards reflects our data-driven mindset and our well-designed approach to measurement. We thank everyone who has walked this road with us, above all our team members and the Lacoste team. If you'd like to check together where your own measurement stands, get in touch.