In 2019, EssilorLuxottica initiated a strategic collaboration with Incubeta, facilitated by Google, to implement Google Marketing Platform (GMP) technology and consulting services. The goal was to streamline Essilor Luxottica in-house GMP adoption and utilization.

By 2024, a significant challenge arose due to the manual generation of weekly Excel reports for Salmoiraghi & Viganò and Grandvision brands. This process involved aggregating cross-channel data for media activities and resulted in data inconsistencies, limited availability and inefficient time management.

Following an initial assessment and discovery phase, the project identified 10 channels/measurement platforms for inclusion. Incubeta developed a Marketing Data Warehouse in Google BigQuery using a combination of BigQuery, Google Marketing Platform (GMP), and Funnel.io as an ETL tool. This warehouse serves as a historical repository, performing reconciliation and aggregation across multiple channels, with business information derived from media activity naming conventions and match tables. With five Data Product layers that update daily and are visualized in Google Looker Studio, EssilorLuxottica’s media team now provides internal stakeholders with automated, self-service and consistently accurate insights. These insights previously required a lot of hours to generate through a manual, error-prone weekly reporting process. 

The substantial success of this implementation has led Incubeta and EssilorLuxottica to initiate a Phase 2 project, aimed at further expanding the capabilities of the Media Data Warehouse.