Entrepreneur Bertrand Laurioz sails on the waters of data marketing

Bertrand Laurioz sails on the waters of data marketing





The CNIL has decided. Google Analytics is not compatible with the General Data Protection Regulation. Enough to thrill millions of users of this website audience analysis service. Not Bertrand Laurioz. The president of Dekuple see there a epiphenomenon”, adding that his data marketing group “is used to being regulated by the GDPR”.

In jeans and a white shirt, this boss of 700 employees has even started thinking about the responsible use of data, “not to sell more products, but to help transform society”. It must be said that the management of personal information is the cornerstone of the activities of the family company, founded by his father-in-law, Philippe Vigneronfifty years ago, under the name of France Abonnements.

An early interest in telecoms

Since then, this medium-sized company, listed on Euronext and once called ADLPerformance, has diversified into marketing and digital strategies. “Our business consists of helping organizations, from identifying prospects to retaining their customers”, sums up Bertrand Laurioz, head of this group for three years, whose turnover has grown to 165 million. by 18% in 2021 and which has subsidiaries in Spain, Portugal and China. Among them: Reech, Grand-Mercredi, Evidence, Pschhh…

However, nothing predestined this polytechnician, who went through Telecom Paris, to digital marketing. This 54-year-old engineer who, as a child, disassembled telephones”, practiced for three decades in telecommunications. First in the cable networks at Suez, then within the export subsidiaries of Orange, at Alcatel-Lucent France where he was general manager of services and finally, at the operator Hub One.

A group of multi-entrepreneurs

In 2019, the death of his brother-in-law, Jean-Marie Vigneron, diverted his trajectory. And Bertrand Laurioz takes the helm of the “family business”, of which he was already a director. Faced with the accelerated change in business needs, the new boss changed his strategy and the company’s name. ADLPerformance becomes Dékuple and acquisitions are going well.

“Since 2020, we have taken over six companies whose founders have remained”, specifies the manager who intends to build “a group of multi-entrepreneurs”. Nevertheless, he will not say a word about his future projects, contenting himself with slipping that he “remains open to acquisitions”.

The archetypal Breton sailor

“Bertrand is the archetype of the Breton sailor while keeping his feet on the ground: he knows how to move from vision to operations”, gauge Xavier Gandillot, former president of Cdiscount who has become a director of Dékuple. And to praise his ability to helm “in heavy weather as during the health crisis”.

Bertrand Laurioz calls himself “a go-getter and tenacious… as a good Breton”. Born in Saint-Brieuc, this son of doctors, third of five children, only left Côtes-d’Armor to join l’X. Although a Parisian for 30 years, the former sea scout leader retains “strong roots in Brittany” where his taste for sailing was born, one of his sources of decompression along with running and Michel’s bestsellers. Houellebecq or Philip Roth…

Between two stays in Armorica, this Catholic, member of the Christian Entrepreneurs and Leaders movement and of the Family Business Network intends to keep Dékuple on the path of “a technology company”. To do this, this father of five children poached the director of digital transformation of Singapore Airlines. And he is aiming for 300 recruitments this year. While dreaming that the group will one day be “big enough” to sponsor an offshore racing yacht.

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