Business Case

Icon Group: Big Data Analytics as a cornerstone of the corporate mission


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Implemented solution

The project brought about a transformation in’s technical architecture, with the integration of an internal analytic engine in a Cloud environment. On an organizational level, the company created a Data Science team within the Marketing Technology department


Marketing became the driver of the main Big Data Analytics project. To grasp the opportunity, the company created a team dedicated to Data Science within the Marketing Technology department and it invested in the evolution of the technology infrastructure. The project resulted in the implementation of an internal data lake. One development objective is to optimize online marke¬ting budget.


  • Increased revenue from marketing campaigns
  • Improved efficiency
  • Technical ability to remain at the forefront of innovation
  • Creation of a Data Science centre of excellence

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