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Prachi Priya

Prachi Priya, Chief Data Officer, Team One – Publicis Groupe

Describe your career to date

I have had a professional journey of 20 years and the overarching theme has been the utilization of data to build human connections with consumers and ultimately drive business outcomes.  

 

I currently serve as the chief data and analytics officer for Team One, where I lead the function to drive value creation from data and build best-in-class analytics solutions. I also serve as a thought leader where I advise clients on leveraging the power of data to deliver a customer-centric experience and accelerate business results. Before data became ’cool’, I have been at the forefront of the analytics space and have helped companies find ease and avoid over-architecting informed solutions. Leveraging a mindset of ’think big, start small, scale fast’, I ensure that the company’s products and capabilities are ahead of industry trends and enables cutting edge data models and digital capabilities quickly.  

 

Prior to joining Team One, I have held various leadership roles at global firms like Wunderman Thompson, UnitedHealthcare and Lifetime Fitness and helped drive business growth. I strongly believe that working in both consulting as well as business side in a variety of industries, built my forward-thinking approach to problem-solving and an entrepreneurial mindset – which has been immensely useful in my current role.  

  

I also serve on the advisory boards of various industries where I collaborate with leaders to develop data best practices. With <20% of women in data and AI, one of my priorities is bringing more diversity and gender balance in data and AI. I am committed to empowering women in data through mentorship programs, both formal and informal. This has shaped my progression into leadership roles that bridge business and technical worlds for continued innovation.  

 

What stage has your organization reached on its data maturity journey?

We are on a journey to becoming a data-driven agency, with many success stories about how we have used data to derive customer insights, drive business value and our focus now is on amplifying the scale and impact. We are doing this through advancing our key enablers around people, process, data and technology, which is critical to our continued momentum in this space. 

 

Tell us about the data and analytics resources you are responsible for

I lead a team of data strategists, data scientists, data storytellers, data engineers and business analysts.  

Our main vision is to deliver a modern, customer-centric experience informed by data-driven insights, activated through thoughtfully constructed technology, to drive the overall growth of the business. Data is in our DNA and we are all about connecting the impact of marketing on business performance through innovative use of data and technology.  

 

We provide:  

  • Strategic guidance to become a data-driven leader encompassing key aspects of a data modernization roadmap (data strategy, data products portfolio, tech architecture, operating model, data management and literacy etc.)

  • Analytics on cross business/market insight to internal and external stakeholders. As well as advancing the use of AI, machine learning across the agency and clients.  

  • Does it work – framework to measure marketing efficiency and effectiveness. Delivered through Centralized reporting, dashboards, segmentation and misc. data science projects. 

  • Research and thought leadership across data, analytics, AI. 

What challenges do you see for data in the year ahead that will have an impact on your organization and on the industry as a whole? 

I believe the industry will have multiple challenges and derived opportunities around data:  

  1. The volume and rate of data being generated is ever-increasing and establishing a single source of truth, a unified data platform will be extremely important to improve customer experience. Also ensuring that the data is handled securely and all compliances are followed. Making it simple to utilize and derive robust insights quickly will be crucial with this data tsunami. 

  1. Building trust in data and AI will be pivotal, especially with the plethora of new tools and technology now. first party data will be the biggest differentiator. Whoever unlocks the value of first party data and uses it strategically will win.  

  1. We have reached the AI tipping point. Applications powered by AI are utilized everyday. Generative AI will bring a new creator economy and force us to work differently. As an organization, the challenge will be to provide a single interface for data scientists, ML creators, analysts to work together and solve real-world problems, gain insights with scale and accuracy. 

 

Have you set out a vision for data? If so, what is it aiming for and does it embrace the whole organization or just the data function?

The Vision for data is: define and deliver a modern, customer-centric experience informed by data-driven insights, activated through thoughtfully constructed technology, to drive overall growth of the business. Data is in our DNA and powers our overall strategy. 

 

Have you been able to fix the data foundations of your organization, particularly with regard to data quality?

This is an ongoing journey and we have created systems and teams to create and deliver comprehensive data quality and evolving it as we grow. 

Prachi Priya
Prachi Priya
has been included in:
  • 100 Enablers 2023 (USA)

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