How Gina Tricot tracks market position with MyTelescope data.
Emil Garrote
Business Director Data & AI and Head of Paid Media
How Gina Tricot tracks market position with MyTelescope data
Hi Emil, please tell us about you and your position at Gina Tricot.
- I work as Business Director of Data & AI and Head of Paid Media at Gina Tricot (Swedish fashion chain in 30 countries)). In practice, this means I'm responsible for our overall media strategy and how we use data and AI to drive growth and efficiency in the business. My focus is both on building structures and models that connect insights, media investments, and sales, and on developing how we work with data-driven insights and AI from a broader business perspective.
What did you want to understand when you started using MyTelescope?
- When we started using MyTelescope, we wanted to gain a more systematic picture of our brand's position and momentum in the market. We wanted to understand how we compare in terms of interest against our competitors, and identify which areas they focus on where we might need to adjust our own priorities. At the same time, we wanted to see how our initiatives affect search behavior and share of search over time.
- The goal was to complement our existing KPIs with a data-driven perspective on the brand's development, and thereby make more well-informed decisions based on consumer interest and demand.
What insights did you gain from the platform?
- MyTelescope has given us several valuable insights. Among other things, we've been able to identify when competitors have had clear peaks in interest and analyze what drove them. We've also seen which of our own activities have generated the most interest and visibility, which confirms that we're on the right track with our communication and priorities.
- It has also given us a deeper understanding of our brand's momentum over time. Since the data comes with a one-month lag, it's not about acting in real-time, but rather about working systematically to understand changes in interest and position, and being able to use that insight for future planning.
What decision did it help you make?
- The platform has helped us make faster decisions and given us increased confidence that the initiatives we undertake are actually visible and drive search behavior over time in the core markets where we operate. We're still in the initial phase, but we clearly see the potential.
- The next step for us is to deepen our usage further, for example by analyzing geographical differences to understand where interest is growing strongest and how we can act more locally and data-driven.
