From Raw Events to Trusted Intelligence
Data flows in from several sources, from digital advertising to transactional processes. All of it is centralized, and here is where the journey begins: data collection.
Through tools like Snowplow, we capture high-quality data across our ecosystems, ensuring precise tracking of user interactions, transactional flows, subscription lifecycles and performance indicators.
“Snowplow enables robust measurement by collecting high-quality event data, forming the foundation of our analytics and performance monitoring” – Marine Lebourdais, Business Analyst
This data spans the entire value chain. It includes transactional data such as payments, activations and renewals to ensure accurate revenue tracking, as well as user interaction data to understand how audiences engage with services and where conversion can be improved. We also analyse marketing and acquisition performance to optimize investment, alongside operational indicators that help monitor service reliability and market dynamics across regions.
This raw data flows into our AWS-based cloud infrastructure, where it is stored in a scalable data lake architecture. Leveraging the Iceberg table format, our engineers ensure efficient access to it from our warehouse while minimizing redundancy and optimizing storage costs.
“Thanks to the Iceberg table format, we can efficiently access data stored in our data lake from our data warehouse, avoiding data redundancy and saving ingestion costs” – Youness Amhil, Data Engineer
For our partners and clients, this means that key information is handled through advanced technologies at scale, ensuring both reliability and quality across all markets.
Engineering Reliability: The Data Platform Backbone
Our Data team builds and orchestrates the pipelines that transform raw inputs into structured, business-ready datasets.
“Develop, orchestrate and maintain data pipelines, that’s what we do best!” – Isidoro De La Cierva, Senior Data Engineer
At the core of our transformation layer is dbt (data build tool), which structures raw data through SQL-based transformations into curated data marts tailored for business needs.
“dbt allows us to aggregate raw data through a sequence of SQL transformations to generate the data marts required for our BI and BA colleagues” – Diego Fernández, Senior Data Engineer
This structured transformation process ensures consistency across markets, governed data models and reliable reconciliation between transactional and financial flows. It also creates alignment between operational, marketing and executive reporting, allowing all stakeholders to work from the same foundations.
This is where data starts creating tangible value for our clients: enabling faster decisions, reducing uncertainty and ensuring consistent performance measurement across complex ecosystems.
Underpinning it all is our modern architecture built on AWS and Snowflake, providing elasticity, security and enterprise-level performance.
“We build data infrastructure foundations based on AWS Cloud services and Snowflake so the data analysis work is up to our high standards and help us work efficiently” – Philippe Vaudin, Data Engineer
A Single Source of Truth Across Markets
Operating across multiple countries, partners and billing environments creates a major challenge: consistency.
Different markets, operators and regulatory frameworks can easily lead to fragmented reporting and misaligned metrics.
To prevent this, our platform incorporates a shared semantic layer, enabling standardized definitions of metrics and harmonized business logic across all tools.
This ensures that when analysing revenue, conversion, churn or user engagement, all stakeholders rely on the same version of the truth.
For our clients, this means comparable performance across markets, more reliable decision-making and reduced dependency on manual reporting or fragmented data sources.
The semantic layer reduces technical complexity while preserving analytical depth, a key factor for strategic decision-making at scale.
From Data to Decision: Business Intelligence in Action
Once structured and governed, data becomes directly actionable through our Business Intelligence stack, primarily Tableau Cloud and Looker.
Looker models data into reusable explores, enabling self-service analytics with trusted, real-time metrics.
“Looker is one of our BI platforms that regroups our data into models and explores, giving everyone real-time and self-service metrics that users can actually trust, shape and share” – Maxime Saddier, Tech Lead Looker
Complementing this, Tableau Cloud enables intuitive visualization and advanced dashboarding across teams and markets.
“With Tableau Cloud and Looker at the core of our BI stack, we can seamlessly visualize, explore and deliver actionable insights to our stakeholders, ensuring data-driven decisions across our company” – Mohammed Zeggai, BI Engineer
For our clients, this translates into very concrete impact: improving conversion by identifying friction points in subscription flows, reducing churn by detecting early signals of disengagement, optimizing marketing investments by focusing on high-value acquisition channels, and ensuring full financial transparency through continuous reconciliation processes.
In each case, data enables faster reactions, more precise decisions and measurable business results.
AI and Future-Proof Analytics
Our data stack also integrates advanced analytical capabilities and native AI features within our BI tools.
These functionalities accelerate exploration, identify patterns and enhance forecasting capabilities, allowing our teams and clients to move from reactive analysis to proactive optimization.
“Our modern, innovative data stack enables scalable and future-proof analytics. With tools like Looker and Tableau, our users have seamless access to the data they need to monitor performance, drive decisions and manage their activities with confidence” – Sara Famiglietti, Global BI Manager Group
In an environment where performance optimization and revenue accuracy directly impact results, this level of analytical maturity becomes a key competitive lever.
Why This Matters for Our Partners
For our telco partners, content providers and digital platforms, our platform delivers clear and measurable advantages.
- Reliable and transparent reporting
- Accurate revenue tracking and reconciliation
- Faster optimization cycles
- Scalable performance across multiple markets
Beyond these fundamentals, it enables our clients to continuously optimize their operations, increase customer lifetime value and scale internationally with confidence.
It ensures that decisions are not based on fragmented spreadsheets or delayed reports, but on trusted, real-time intelligence.
The Invisible Competitive Advantage
Much of this work happens behind the scenes, but its impact is visible in every result we deliver.
From event tracking to data pipelines, from cloud infrastructure to AI-enhanced dashboards, every layer of our ecosystem is designed to support growth, transparency and performance.
What makes the difference is not only the technology, but how it is orchestrated: combining deep monetization expertise, multi-market experience and a fully integrated platform.
In an industry defined by complexity and scale, having a robust, secure and forward-thinking ecosystem is not just a technical asset. It is a strategic advantage.
Data is more than information. It is the foundation that enables us to deliver smarter monetization, stronger partnerships and sustainable global growth.
