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By Function  ·  Case Studies

Marketing & Communications
dans la pratique.

The marketing function is the first impacted by digital transformation: explosion of channels, cookie deprecation, AI-generated content. Leaders who structure their data and automate smartly gain decisive advantage.

CMO Marketing Manager Brand Manager Communications Director
4
documented case studies
for this sector
4
pillars covered
Structure · Accelerate · AI · Prepare
Structure
Attribution Data ROI
01
Marketing data consolidation and attribution
Context
A CMO manages 7 active channels (SEO, Google Ads, LinkedIn, email, print, events, influencer). ROI by channel: unknown. Attribution: last click.
Solution
Marketing data lake implementation, multi-touch attribution model, unified real-time reporting dashboard, channel ROI by segment.
Result
Budget reallocation: -30% on underperforming channels, +45% on top performers. Overall marketing ROI +28%.
Accelerate
AI Content Productivity Branding
02
AI content factory for brand channels
Context
A marketing team of 3 must produce 40 pieces of content/month across 5 channels. Quality is inconsistent, production is saturating the team.
Solution
AI content production workflows, brand style guide AI-configured, automated publication calendar, AI-assisted A/B testing of hooks.
Result
40 → 85 pieces/month with same team. Average engagement +22%.
AI
Lead Scoring ML Sales Alignment
03
Intelligent lead scoring and sales team prioritisation
Context
A marketing team generates 200 leads/month. Sales team capacity: 40 qualified calls. Current scoring: manual and subjective.
Solution
ML lead scoring model trained on 24 months of converted and non-converted data, automatic score assignment for each new lead, priority ranking for sales team.
Result
Lead-to-customer conversion: from 12% to 28% with same capacity.
Prepare
Due Diligence Acquisition Digital Audit
04
Brand digital audit before acquisition
Context
A group is acquiring a brand. Before closing, an audit of the digital assets is required: website, social media, email base, SEO, data.
Solution
Complete digital due diligence (traffic, backlinks, brand, data quality, technical debt), valuation of digital assets, 18-month action plan post-acquisition.
Result
Risks identified prior to transaction, price renegotiated -8%. Digital integration plan ready for day 1.
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