SNCF Connect & Tech’s CDP Transformation Across Marketing, Media, Data & CRM Teams

Speaker: Joséphine Firino Martell | Ad Sales Director, SNCF Connect & Tech

Breaking down data silos is only half the challenge, getting teams to co-own the outcome is the other half.

SNCF Connect & Tech shares how it modernised its data foundation by moving from a DMP to a real-time CDP, with cross-functional alignment built into the RFP process, tool choice and deployment.

The session (presented at Digital Velocity London 2026) highlights the use-case map, how scope evolved, and deep dives into the best-performing media, CRM and ad sales use cases, showing what it took to deliver impact across the business.