ACCOR

Global Customer Knowledge scope across CRM activation, Customer 360, Data / BI, Product / Owned Digital, AI use cases, regional BUs / Hubs and brand stakeholders.•&nbsp; Problem solved: Accor teams had fragmented customer-data requests, descriptive dashboards and multiple activation needs across regions and brands; I structured a single operating logic linking business problems, data capture, Customer 360, CRM use cases, lead time, seasonality, AI scoring and testing governance.•&nbsp; Program leadership: mobilized Customer Knowledge, Data / BI, CRM, Product / Owned Digital, AI, regional BU / Hub and brand stakeholders; prepared steering materials, action plans, owners / cost-bucket views, decision memos and team-specific asks.•&nbsp; Added value: reframed data capture from a shopping list into a use-case-driven framework across declared / zero-party, inferred, predictive AI and third-party signals; mapped each signal to owner, channel, audience, completeness, activability, cost / complexity and business value.•&nbsp; Customer 360 adoption: clarified how customer signals should be captured, governed and used by business teams - language, contactability, household / family context, app / consent, booking and stay history, search / abandonment, destination intent, brand preference, lead time and seasonality.•&nbsp; Growth intelligence: redesigned lead-time and seasonality analytics so each BU / Hub gets one clear story, top booking buckets, source-market clusters, from-to / brand-positioning logic, CRM implications and hypotheses to test.•&nbsp; AI / scoring roadmap: framed AI-adjacent Customer Knowledge use cases with business value and data requirements - propensity score, hotel-fit score, destination score, next-best-destination recommendation, next-best-language and travel accessibility / disruption score.•&nbsp; Travel disruption signal: integrated external mobility constraints into destination recommendation thinking - flight capacity, fare pressure, hub dependency, route exposure, resilient destinations and crisis / event overlays - to anticipate relevance before bookings or cancellations materialize.•&nbsp; Experimentation governance: built test trackers by Hub, channel and business case, including hypotheses, KPIs, volumes, treated vs control groups, owners, timelines, decision criteria and quarterly roadmap logic through 2027.•&nbsp; Executive / brand stakeholder value: prepared senior materials for MEA / APAC and brand contexts including Raffles, Fairmont and Sofitel; clarified the problem, expected decision, data needs, adoption blockers, next steps and the difference between V0 POC, V1 dashboard and V2 industrialization.

Global Customer Knowledge scope across CRM activation, Customer 360, Data / BI, Product / Owned Digital, AI use cases, regional BUs / Hubs and brand stakeholders.

Test Design

Data Analysis

Marketing Strategy

Global Customer Knowledge Senior Manager

DIGICEL

Context &amp; business problemThe client operates mobile networks across several countries with heterogeneous data sources (CRM, network infrastructure, geographic data). The business challenge was to better target high-value customer segments and optimize marketing campaigns by leveraging network coverage and local market realities, something the organization had never operationalized before.The project required moving fast, demonstrating value through a robust POC, and creating confidence among business stakeholders without a heavy governance setup.My roleI acted as the end-to-end owner of the POC, positioned as the interface between:<ul><li>Marketing &amp; commercial teams (business objectives, targeting logic),</li><li>Technical teams (data, GIS, infrastructure),</li></ul>Executive stakeholders (validation and go / no-go).My responsibility covered problem framing, data scoping, methodology definition, delivery and storytelling.Methodology &amp; step-by-step approach<ol><li>Problem framing &amp; objective definition<ul><li>Clarified business objectives with marketing: targeting precision, campaign ROI, operational usability.</li><li>Translated expectations into concrete analytical questions.</li></ul></li><li>Data scoping &amp; feasibility check<ul><li>Identified and assessed data sources: network sites (4G/5G), CRM customer data, geographic layers.</li><li>Anticipated data quality and consistency issues across countries.</li></ul></li><li>POC design (focus over exhaustiveness)<ul><li>Chose a single market pilot (French Guiana) to accelerate delivery.</li><li>Selected one priority segment and one concrete use case to demonstrate value quickly.</li></ul></li><li>Iterative build &amp; validation<ul><li>Rapid iterations with business users.</li><li>Early validation of KPIs and visual outputs to secure buy-in.</li></ul></li><li>Go / No-Go &amp; scalability discussion<ul><li>Presented results, limitations and scalability options to decision-makers.</li></ul></li></ol>Technical &amp; data setup<ul><li>Address normalization and deduplication across heterogeneous systems</li><li>Geocoding and spatial joins (WGS84 standard)</li><li>SQL-based data pipelines for transformation and enrichment</li><li>Geographic layers (coverage, zones, segmentation)</li><li>Interactive visualizations (maps, heatmaps, segment overlays)</li></ul>Impact &amp; outcomes<ul><li>Delivered a fully functional geospatial analytics POC within a short timeframe</li><li>Demonstrated clear uplift potential in marketing targeting precision</li><li>Provided a replicable methodological framework for multi-country rollout</li><li>Positioned data as a decision enabler, not a technical experiment</li></ul>

Design and delivery of a geospatial analytics proof-of-concept combining network infrastructure, customer data and geographic layers to improve marketing targeting and investment prioritization.

Data Visualization

SQL databases

As Lyazid’s manager in Sia Partners’ Transportation & Mobility team (2023–2024), I had the  opportunity to work closely with him on strategic transformation and innovation projects for 
SNCF and other leading mobility clients as well as for Digicel, a Telco player in the Carribean. From the outset, he stood out for his strong sense of 
ownership, analytical sharpness, and commercial instinct, a combination that made him a key  contributor to both delivery and growth. 

Lyazid Benaddou

Senior Consultant | Strategy & Data

À propos

Expérience de travail

Senior consultant - Transportation & Mobility, Telecommunications

Strategy & data - growth team

Corporate Strategy & business planning analyst

FP&A/BI analyst

Corporate Finance, M&A analyst

Project Management Officer

Formation

ESCP Business School

Indian Institute of Management Ahmedabad

Université Paris Dauphine - PSL

Lycée Léon l'Africain

Portfolio

Global Customer Knowledge Senior Manager

ACCOR

Geospatial analytics POC to optimize 4G/5G marketing targeting across multiple countries

DIGICEL

Talents

Recruteurs

À propos