CSA

We are CSA

CSA is the global technology, data, and analytics consulting arm of Havas Media Network. Our team of data scientists, machine learning and AI experts, behavioral economists, digital technologists, and data strategists drives business growth around the world through a people‑centric, results‑oriented approach. Growth starts with a deep understanding of desire—because when built from that insight, information begins to make sense. We connect data, technology, and strategic intelligence to turn insight into action, simplifying decision‑making and amplifying results. We support clients at every stage of data maturity, delivering integrated solutions across consulting, data science, and technology to enable impact that goes beyond data.

Vans

CRM as a Sales Driver

As the brand launched its e-commerce platform, it faced the challenge of maximizing the value of its digital traffic while increasing purchase frequency. To address this, we developed a CRM strategy focused on turning customer data into business opportunities. We implemented advanced segmentation using the RFM methodology to identify purchasing patterns and enable more personalized communications. Based on these insights, we built lookalike audiences to strengthen the acquisition of new users with a higher likelihood of conversion, and designed an email marketing strategy consisting of five campaign types focused on activation, repurchase, and customer loyalty. As a result, CRM-driven email campaigns contributed to increasing customer lifetime value and strengthening relationships with customers. Within just one year, CRM became the third largest sales driver on vans.mx.

Ice Cream

Media optimization that drove +11% sales growth

In a highly competitive environment, the challenge was to deepen the understanding of media investment performance and its impact on business outcomes, enabling more informed decisions to drive growth. Using a Marketing Mix Modeling (MMM) approach, we identified the channels with the highest contribution and optimized the media mix through advanced simulations, focusing investment on the most impactful opportunities. As a result, we achieved an 11% increase in sales, with media emerging as one of the key contributors to this growth.