Florian Combres
Head of Media Performance and Data @AXA
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WORK HISTORY
Head of Media Performance and Data @AXA
Paris, FR
Dirige un programme de transformation globale autour de la donnée pour le média et le marketing : conduit le changement et construit des capacités prêtes pour générer de la valeur autour de la donnée et de l\'IA afin de mieux tirer partie de notre donnée propriétaire (1st-party), générer de la croissance client et optimiser nos investissements média à l\'échelle sur nos marchés prioritaires | Cloud Marketing, IA et Agentique, Data Clean Room, Data Lake- Pilotage du programme global de Marketing Mix Modeling sur 14 marchés : mesure de la contribution business incrémentale de nos investissements média et marketing, mesure de l\'impact business long terme de nos communications de marque, optimisation de notre média mix de campagnes- Productivité média : évaluation de la performance à l’achat de nos agences médias- Pilotage groupe préparation et transformation approches média digitales post-cookie/cookieless- Gestion de l’écosystème global de technologies publicitaires (analytics, ad serving, DSP, brand safety et ad verification, mesure du reach, gestion du consentement, …)- Mesure de performance des campagnes publicitaires pluri média globales
EDUCATION
ESSEC Business School
ESSEC Business School, Marketing, Strategy, Management
CentraleSupélec
Executive Certificate Big Data for digital business, Big Data
ABOUT FLORIAN COMBRES
Efficiency can\'t go without any measurement framework! Data quality is also a prerequisite to qualitative insights! With my team and our partners, everyday, we focus on delivering value and improving media advertising and marketing effectiveness- defining the right KPIs and improving the quality of our media effectiveness measurement standards- increasing the efficiency of our media campaigns through quantitative and qualitative analysis of their results and by identifying key success and improvement factors- synthetizing and sharing these learnings and insights with our C-Levels and with operational marketing teams across more than 15 markets globally- investigating new tendencies and promoting in the company our business transformation around various topics like: data ethics and governance, data privacy, digital marketing and its tech component (adtech and martech) which becomes more and more complex (post-cookie, cloud, statistical modeling and machine learning)Curious to learn and open to others, I invest my energy in giving my best to have my team and my company succeed and meet their targets.
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