DMP: the 10 effective use cases deployed by Sofinco

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Once adored, now maligned, the Data Management Platform (DMP) has no choice but to flex its muscles - in this case its performance indicators. The technological tool can count on Yann Lachesnais, director of communication and digital marketing at Sofinco, and speaker with the "marketing technologist" 1000mercis at One to One Digital Marketing Biarritz, on October 11, to defend it: "We should not allow the questions of those who do not know how to use the DMP, or measure its impact, to cast doubt on its usefulness in reconciling data" , he says, with supporting evidence, namely the 10 use cases that changed everything for the brand specializing in consumer credit and payment cards with partner brands. "We have reconciled 3 million customer profiles and 350 scenarios are running on the DMP" , illustrates Yann Lachesnais.

Use cases for optimizing media purchases
"We immediately entered through media buying with the deployment of the DMP" , contextualizes Pascale Bué, CRM display product Director of 1000mercis who works hand in hand with Sofinco for the cell phone number list implementation of the project. "For simplicity" , adds Yann Lachesnais, "because we had a large volume of information and the "media buying" use cases did not require connection with the IS" . Sofinco wanted to better manage the commercial pressure and the multichannel consistency of advertising messages, which was made possible thanks to the identity graph of 1000mercis. The brand thus collects 50 million cookies per month and has 150 million active cookies. The deployment of the DMP, decided in 2014, will take one year on Sofinco's side to establish the data protection elements, and two months of start-up by 1000mercis.



1/ Target individuals with a high conversion probability . Thanks to 1000mercis' in-house algorithm, Hawkers, Sofinco was able to predict individuals with a high conversion capacity and, thus, target them better. The visitors' journey on the website was scrutinized, and the display of banners was managed consistently. Result: the acquisition cost in prospecting fell by 30% in three months.

2/ Better target individuals in acquisition . The idea was to find segments of appetite conducive to moments in life to better target individuals in acquisition. Result: a 9% drop in acquisition costs.