A simple ambition, a complex reality

In 2022, François Lienart had a clear objective: professionalize the use of data within CoSpirit to turn it into a competitive advantage. But in practice, the mission proved more complex than it appeared. The Data & Insights team was juggling: heterogeneous data formats, varied and hardly comparable geographies, and processing times incompatible with the responsiveness expected on RFPs.

"We needed to respond quickly, accurately, and everywhere. But our tools couldn't keep up."

Every new media request became a mini-project to reconfigure. Teams spent more time producing maps than interpreting the data.

The turning point

One day, when a major recommendation had to be sent out that afternoon, the field data wasn't coming through. François put his foot down:

"There is no way we're waiting until tomorrow to get the results."

It was this breaking point — between what CoSpirit wanted to promise and what it could actually deliver — that triggered the shift. François then decided to look for a geomarketing system that was simple, modular, and immediately usable.

Industrializing without losing agility

What François was looking for was a tool capable of:

• Centralizing media, field, customer, and point-of-sale data

• Generating in seconds visuals understandable by both a sales representative and a marketing director

• Adapting analyses to all levels: local, regional, national

• Making teams autonomous in producing maps and analyses

He opted for a solution that checked all the boxes. And from the very first demonstrations, the feedback was unanimous:

"Immediate WOW effect. It took us 5 minutes to get the hang of the platform. No need for a data scientist to understand where the white spaces are."

The operational impact was immediate

A few weeks later, the first effects were felt:

• Field teams could identify in one click the areas where a media plan could be challenged

• Consultants built recommendations in real time during client meetings

• Analysis production time dropped drastically, sometimes from several hours to just minutes

• New employees were trained in a single day

"Today, our sales teams put together a national media recommendation with the precision of a local one. And vice versa."

A new market positioning

This capability boost had a direct effect on CoSpirit's positioning:

• Greater credibility in competitive pitches

• Better command of geographic challenges

• Ability to meet complex multi-site requirements

• And above all, never again a gap between the promise made to the client and the final deliverable

"We reconciled our strategic vision with our operational capability."

The right tool doesn't replace expertise. It unleashes it.

With this transformation, François Lienart didn't just add a tool to the Data stack. He removed a bottleneck. And enabled his teams to do what they do best: analyze, recommend, convince.

"Happy. We are happy. It's amazing."