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DMP: what are its uses in a marketing strategy?

Published on by Fabrice Donnadieu - updated on

This workshop discusses the strengths of a DMP (Data Management Platform) in the personalization of messages addressed to customers of a company.

1000 mercis is a technology marketing company that puts data at the center of its business. It has existed for 18 years and now has 500 employees. This company offers strategies concerning engagement, nominative data, programmatic and conversational (chatbot) in order to enrich customer knowledge.

What is a DMP?
 

The technical difficulties must not hinder the possibilities offered by the data in terms of commercial power. A DMP (data management platform) uses both personal data and cookie data.

It is therefore, on the one hand, a database filled on the basis of information provided by consent, such as e-mail addresses, postal addresses or telephone numbers. This is to work on a prospect in order to make him a customer and then a brand ambassador.

On the other hand, a DMP makes it possible to better know the customers immediately after the first trace left on the digital part. It is possible to work targeting prospects on all channels.

Setting up such a platform involves tracking websites, mobile applications and mobile sites. It defines all the paid or free media corresponding to the customer's environment. All this information is recorded on the DMP.

About Sofinco
 

By adopting the solution of 1000 thanks, the loan company Sofinco wanted to improve its acquisition. It was essential for a business in the personal loan industry to detect the need of customers to anticipate and optimize marketing messages. This in a context where digital levers continue to multiply.

Sofinco had a non-nominal database fed by 160 million active cookies per month. The purpose of the collaboration was to connect this information, to reconcile personal data and to identify cookies.

It is essential to have a DMP and to reconcile nominative and non-nominative data in order to obtain an individual vision of the customers and to connect all points of contact (mobile, desktop, email, banner, SMS). The individual is thus placed at the heart of the strategies, which are part of a global coherence.

The collaboration with 1000 thanks started in February 2014, and in three months, the brand has noted a significant decrease in its acquisition cost, thanks to better targeting. The navigation data makes it possible to better target customers and find appetence segments in order to push more personalized messages.

Some use cases
 

There are several application cases that use a DMP:

  • Programmatic CRM: some of the affected individuals in email can be affected in banner and increase the rate of activation thanks to the display. The impact of an email and display coding, when it is personalized and coherent, makes it possible in general to obtain a conversion rate of twice as much. The volume of the solicitation then becomes less important than its relevance.
  • A DMP is useful for search: it sends real-time data to adjust bids.
  • Automatic journey: as soon as a customer shows a willingness to buy on the site of a partner of Sofinco, a sequence in multichannel is automatically triggered, even after the request for credit.
  • Influence trajectory: as soon as a seizure takes place on the Sofinco site, a real-time scoring on this entry is sent. This helps to determine which targets are most valuable for conversion, targeting the most effective channels and using sociodemographic or behavioral data.

Using a DMP therefore offers a lot of benefits to companies that want to improve the personalization of their marketing messages.

Speaker: Pascale BUÉ (1000 MERCIS) ; Yann LACHESNAIS (SOFINCO)

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6 / 8 oct. 2020 Biarritz

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