Mazeberry

Mazeberry was a French software-as-a-service (SaaS) firm specializing in marketing attribution and data-driven merchandising solutions for the e-commerce sector. Founded in 2010 by Thibaut Lemay, the Lille-based company provided a decision support tool designed to give web advertisers and e-commerce companies a comprehensive view of their marketing campaigns. The platform assisted clients in analyzing online consumer behavior by tracking data from various marketing channels, including online ads, social media, and email campaigns, to measure and optimize their return on investment.

The company's core offerings were Mazeberry Attribution and Mazeberry Merchandising. The attribution tool focused on measuring the customer journey through multi-touch attribution analysis, enabling clients to understand the contribution of each marketing channel to conversions. The merchandising tool allowed for the optimization of product mix and automation of internal processes through agile data manipulation. Mazeberry's platform functioned in a cloud environment and connected to clients' web analytics solutions via API, requiring no code installation on their websites. This setup provided customized reports and dashboards for real-time performance monitoring. The business model was based on selling its SaaS solutions to a client base that included prominent retailers and e-commerce companies such as Fnac, Cyrillus, and Accord Hotels.

Mazeberry's journey included securing approximately $979K in funding over two seed rounds in 2014 and 2015, with investors like Generis Capital Partners and EuraTechnologies. A significant milestone occurred in October 2018 when Mazeberry was acquired by Ysance, a big data and cloud consulting firm, for an estimated €9 million. This acquisition aimed to create a major player in the European digital marketing landscape by combining Mazeberry's attribution expertise with Ysance's data platform capabilities. Following the acquisition, the Mazeberry brand was integrated into Ysance, which later rebranded its platform to Easyence in 2020. The story continued in October 2023 when the assets of Easyence, which had entered judicial receivership, were acquired by mediarithmics, a big data marketing software platform, further consolidating its position in the European retail media market.

Keywords: marketing attribution, e-commerce analytics, ROI measurement, customer journey analysis, multi-touch attribution, data-driven merchandising, conversion optimization, SaaS, digital marketing analytics, retail data solutions, campaign performance, web advertisers, marketing mix modeling, ad spend optimization, e-merchandising, Ysance, Easyence, mediarithmics, Thibaut Lemay, retail marketing