● 03 · briefing in three steps
What existed. The plan. What runs today.
- Step 01
What existed
Custom quote CMS (ten years). Six brands without bridges. Zero unified tracking. No consolidated dashboard. No automation strategy. Requests by phone and Excel.
- Step 02
The initial plan
Build the Ecostal Group brand (ToV charter co-designed with Kravit Creative). Ship the corporate site ecostalgroup.com with Epic Agency in Liège. Prepare the Belgium e-commerce migration from custom CMS to Shopify. Wire server-side tracking, group dashboard and Mailchimp foundations.
- Step 03
What runs today
Shopify Ecostal Belgium in prod. Waregem on Odoo (formerly Project Zero). Seven Mailchimp workflows with sixty scheduled emails in three languages. Server-side TAGGRS across all entities. Custom Claude MCP generating pages and campaigns in 2h, vs 14h before.
● 04 · the field journal
30 months on 6 brands. Here’s what we wired up, step by step.
● M01 · Diagnosis + group strategic plan
October-December 2023. Jérôme alone at the helm. The brief isn’t « rebuild a site »: it’s support a multi-country brand deployment across 6 heterogeneous entities. Audit of the Ecostal Belgium custom CMS (tracking, GTM, Ads, Analytics), state of play of the 6 entities, group roadmap definition: positioning, technical phasing, dependencies.
phase metric
6 entities audited
« The CMS worked. But it was blind to purchase signals. And Stéphane, he wanted to scale the group above all. »
Jérôme · squad
● M01-02 · Brand foundations · Camille joins
January-June 2024. Ecostal Group brand creation: Tone of Voice charter co-designed with Kravit Creative (opens in a new window), visual identity, holding positioning. Camille joins the squad to write all corporate site pages. Launch of ecostalgroup.com in co-organisation with Epic Agency in Liège. Camille works the copy with Sabine Muller (group marketing director) and each entity lead to anchor every text in the business reality.
phase metric
ecostalgroup.com live
« Every ecostalgroup.com page was written with each entity lead. No corporate copy-paste. »
Camille · squad
● M10-15 · Server-side tracking + Funnel.io · Rémy joins
July-December 2024. Server-side TAGGRS deployed on existing entities (.com). Funnel.io in place to sync GA4 and Shopping feeds in real time. GTM and GA4 plans migration. First consolidated group Looker Studio dashboard: traffic, inquiries, conversions, attributed value per brand. Rémy joins the squad to challenge Ads budget allocation and benchmark competitors per market.
phase metric
+22% conv. value
« We can finally see what’s happening. Across all six brands. Live. No more workarounds. »
Stéphane Dauvister · CEO Ecostal Group
● M16-21 · Preparing the ecostal.be Shopify migration
January-June 2025. Shopify Ecostal Belgium build in parallel of the .com still running. Odoo integration. SEO redirect plan co-designed with the European agency SQLI to cleanly transfer SEO for every product, category and brand page. QA testing, product sheet rebuild, collection structuring, coordinated with Sabine Muller, who leads content on the Ecostal Group side.
phase metric
SQLI 1-1 plan
« We did a Benedictine job with Camille to transfer every product sheet without losing anything. That invisible work is why SEO holds today. »
Sabine Muller · directrice marketing Ecostal Group
● M22 · ecostal.be Shopify LAUNCH (July 2025)
July 2025. First group site to move to Shopify + Odoo. Complete .com → .be migration with the SQLI redirect plan activated. Server-side TAGGRS wired from day zero. No duplicate content. Historical SEO preserved across all distributed brands (Huawei, SMA, Powerdale Nexxtender, Smappee, Easee, Growatt, Trina Solar). This is the group roll-out proof-of-concept.
phase metric
Shopify day one tracked
« We transferred ten years of SEO in one shot. The SQLI plan held. No drop, just a clean transfer. »
Jérôme · squad
● M23-26 · Mailchimp on-boarding + multi-country acquisition
August-November 2025. Group Mailchimp database structuring with advanced client tagging: new client without purchase, off-line buyer, brand preferences, language. 7 multilingual on-boarding workflows in prod (60+ emails scheduled FR/EN/NL). Odoo ↔ Mailchimp sync via n8n once a week. Launch of structured paid acquisition: Google Ads + Meta on Shopping feeds, LinkedIn Ads for group job offers.
phase metric
7 workflows · 60+ emails
« A newsletter scenario isn’t « send more ». It’s knowing who gets what, in which language, at which moment of the buying cycle. When client tagging is clean, email stops spamming and starts converting. »
Rémy · squad
● M27-30 · Custom Claude MCP · industrialization
December 2025-March 2026. Design and deployment of Custom Claude MCP plugged into Shopify CLI. Automatic generation of webpages and landing pages, launch of Google Ads campaigns and creation of a Mailchimp sequence in stride. A campaign that used to take 10 to 14 hours now takes 2 hours. The squad now launches tests it didn’t dare run for lack of time.
phase metric
−80% production time
« The MCP is our real shift. We now launch what we never dared test before for lack of time. »
Jérôme · squad
● M31+ · Current phase · roll-out + daily SEO content
April 2026, today. Preparation of Shopify roll-out on the next entities (Yomatec, Solexis, SigueSol). Daily multi-brand SEO content production with Sabine Muller (category pages, pillar pages, articles, newsletters). Articles signed by Stéphane Dauvister ghost-written by HeySquad. LinkedIn sponsored job offers.
phase metric
next entities roll-out
« An agile, senior team that covers a broad scope and thinks ROI on every euro spent. That’s what an entrepreneur really wants. »
Stéphane Dauvister · CEO Ecostal Group
M22July 2025 · ecostal.be on Shopify (first of the group)
Shopify launched. Clean tracking from the first click.
M10-15December 2024 · consolidated Looker Studio
Six brands. One dashboard. First time.
M27-30January 2026 · Custom Claude MCP in prod
From 14 hours to 2 hours. The MCP changes everything.
● 05 · visual proofs
Three dashboards. Three turning points.
ecostal.be users · ×2.7 in ten months
GA4 unique users
- 011-to-1 redirects: legacy SEO preserved
- 02TAGGRS server-side from day one
- 03Email: from 275 to 3,960 users
Source : GA4 Ecostal Belgium · 03 Sep 2024-03 Jul 2025 vs 01 Jul 2025-30 Apr 2026
hours per campaign
- 01Custom Claude MCP plugged into Shopify
- 02Landing page, ad variants and emails generated
- 03Each brand’s tone of voice pre-wired
Source : HeySquad internal measurement · Ecostal campaigns 2024-2025
One squad, six brands, three countries
group Mailchimp subscribers
- 01TAGGRS server-side on every entity
- 027 Mailchimp workflows in FR, EN and NL
- 03One Looker dashboard for the whole group
Source : Ecostal Group internal setup · 2024-2026
07 · the tools
What we installed at Ecostal Group.
The tools actually used on the mission, grouped by layer: acquisition, measurement, and everything that connects the data. Wired end to end, never in silos.
Ads
Google Ads
Meta Ads
LinkedIn Ads
E-commerce · ERP
Shopify
Odoo
Tracking · data
GTM Server-Side
Google Tag Manager
Google Analytics 4Funnel.io
Looker StudioTAGGRS
SEO
Search Console
Email · automation
Mailchimp
n8n
Operational AI
Claude (MCP Custom)
- Brand · Tone of VoiceKravit Creative
- Corporate siteEpic Agency · Liège
- SEO migrationSQLI · Europe
- E-commerce · ERPShopify · Odoo
- MarketingHeySquad
11 · margin notes
Three takeaways we brought back from the Ecostal field.
- Note 01 · method
On multi-entity measurement: you don’t wire up six brands at once. Start with ONE entity (Ecostal Belgium), stabilise server-side TAGGRS and Funnel.io tracking, break in the Looker dashboards. Then replicate the pattern. The temptation to do everything in parallel costs six times more in debugging.
the squad · ecostal notebook - Note 02 · method
On Mailchimp automation: seven workflows × 60 emails × 3 languages is unmanageable without structured client tagging from day zero. We spent three weeks structuring tags before sending the first email. It seems long. It’s the only investment that really paid off over 30 months. See marketing automation.
the squad · ecostal notebook - Note 03 · method
On operational AI MCP: a custom MCP plugged into Shopify CLI isn’t a gadget. It frees up 80 % of campaign production time. We now launch tests we’d never have dared for lack of time. ROI comes from what we learn by testing, not from time saved. See tracking & measurement.
the squad · ecostal notebook
so? shall we settle in?
You pilot several brands under one group? Let’s see if the Ecostal mechanism can hold at your place.
Write to the squad