{"id":11787,"date":"2020-05-26T16:00:55","date_gmt":"2020-05-26T14:00:55","guid":{"rendered":"https:\/\/corporate-idkids-com.azurewebsites.net\/interview-cest-quoi-une-dmp\/"},"modified":"2020-05-28T17:34:35","modified_gmt":"2020-05-28T15:34:35","slug":"interview-what-is-a-dmp","status":"publish","type":"post","link":"https:\/\/corporate.idkids.com\/en\/interview-what-is-a-dmp\/","title":{"rendered":"Interview: What is a DMP?"},"content":{"rendered":"\n<p><strong>Today, we\u2019ll be speaking with two experts to explain what a DMP is.<br>What is a DMP? Some random acronym perhaps? If you don\u2019t work in data, you may never have heard of it.&nbsp;<\/strong><br><strong>Christophe Doise<\/strong> and<strong> J\u00e9r\u00f4me Yvernogeau <\/strong>are here to tell you more about it.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-gallery columns-2 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"436\" height=\"516\" src=\"https:\/\/corporate.idkids.com\/wp-content\/uploads\/2020\/05\/Capture-d\u2019e\u0301cran-2020-05-26-a\u0300-21.23.27.png\" alt=\"\" data-id=\"11725\" data-full-url=\"https:\/\/corporate.idkids.com\/wp-content\/uploads\/2020\/05\/Capture-d\u2019e\u0301cran-2020-05-26-a\u0300-21.23.27.png\" data-link=\"https:\/\/corporate.idkids.com\/?attachment_id=11725\" class=\"wp-image-11725\" srcset=\"https:\/\/corporate.idkids.com\/wp-content\/uploads\/2020\/05\/Capture-d\u2019e\u0301cran-2020-05-26-a\u0300-21.23.27.png 436w, https:\/\/corporate.idkids.com\/wp-content\/uploads\/2020\/05\/Capture-d\u2019e\u0301cran-2020-05-26-a\u0300-21.23.27-253x300.png 253w, https:\/\/corporate.idkids.com\/wp-content\/uploads\/2020\/05\/Capture-d\u2019e\u0301cran-2020-05-26-a\u0300-21.23.27-20x24.png 20w, https:\/\/corporate.idkids.com\/wp-content\/uploads\/2020\/05\/Capture-d\u2019e\u0301cran-2020-05-26-a\u0300-21.23.27-68x80.png 68w\" sizes=\"(max-width: 436px) 100vw, 436px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"438\" height=\"518\" src=\"https:\/\/corporate.idkids.com\/wp-content\/uploads\/2020\/05\/Capture-d\u2019e\u0301cran-2020-05-26-a\u0300-21.23.46.png\" alt=\"\" data-id=\"11727\" data-full-url=\"https:\/\/corporate.idkids.com\/wp-content\/uploads\/2020\/05\/Capture-d\u2019e\u0301cran-2020-05-26-a\u0300-21.23.46.png\" data-link=\"https:\/\/corporate.idkids.com\/?attachment_id=11727\" class=\"wp-image-11727\" srcset=\"https:\/\/corporate.idkids.com\/wp-content\/uploads\/2020\/05\/Capture-d\u2019e\u0301cran-2020-05-26-a\u0300-21.23.46.png 438w, https:\/\/corporate.idkids.com\/wp-content\/uploads\/2020\/05\/Capture-d\u2019e\u0301cran-2020-05-26-a\u0300-21.23.46-254x300.png 254w, https:\/\/corporate.idkids.com\/wp-content\/uploads\/2020\/05\/Capture-d\u2019e\u0301cran-2020-05-26-a\u0300-21.23.46-20x24.png 20w, https:\/\/corporate.idkids.com\/wp-content\/uploads\/2020\/05\/Capture-d\u2019e\u0301cran-2020-05-26-a\u0300-21.23.46-68x80.png 68w\" sizes=\"(max-width: 438px) 100vw, 438px\" \/><\/figure><\/li><\/ul><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p><strong><strong>First things first: can you tell us about yourselves?<\/strong><\/strong><\/p>\n\n\n\n<p>Christophe: I joined the company last September, and I manage <strong>the campaign team<\/strong> within the larger Customer Performance team. My team works for the group\u2019s brands to communicate with our customers by email, text, etc., whether for store and web commercial operations, to promote products or to send loyalty benefits to customers.<\/p>\n\n\n\n<p>J\u00e9r\u00f4me: I take care of <strong>traffic and traffic acquisition<\/strong>. My job is to manage and increase traffic on our sites, through both natural referencing (for example, the keywords on our websites) and ads on Google and other search engines or social media. Like those ads you see when you\u2019re browsing online.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>It\u2019s a large-scale project that involves several teams: IT, web, marketing, customer performance etc.<\/p><\/blockquote>\n\n\n\n<p><strong><strong>And so what is a DMP? And why are we talking about this right now?<\/strong><\/strong><\/p>\n\n\n\n<p>J : It refers to a <strong>data management platform<\/strong>, but we talk more now about <strong>CDP\u2014customer data platform.<\/strong><\/p>\n\n\n\n<p>C : Yes, DMPs are strongly driven towards digital data, whereas with a CDP, we integrate both online and offline (from stores) data into a single solution.<\/p>\n\n\n\n<p>\u00cfDKIDS has just chosen its CDP, so we\u2019re right in the middle of integrating this new tool. Data will be fed into the tool by tags on our websites and data flows from stores (information provided by customers, sales tickets, loyalty programme etc.). The CDP will also let us identify a customer\u2019s visits to a website, even if they don\u2019t log in, thanks to various reconciliation techniques.<\/p>\n\n\n\n<p>J : &nbsp;It\u2019s a large-scale project that involves several teams: IT, web, marketing, customer performance etc.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>It\u2019s not enough to just \u2018have\u2019 the data. You have to be able to exploit them.<\/p><\/blockquote>\n\n\n\n<p><strong><strong>Why do we need a dedicated tool? We already have all our customer data\u2014isn\u2019t that what\u2019s important?<\/strong><\/strong><\/p>\n\n\n\n<p>C : Today, we have practically the same data, but they are spread over several tools: it\u2019s complicated <strong>to extract, cross-reference or filter them to get the information you need<\/strong> while complying with strict data protection laws. This is what makes the process very complex and requires specific technical resources.&nbsp;<\/p>\n\n\n\n<p><strong><strong>What type of information are you trying to obtain? And for what type of use?<\/strong><\/strong><\/p>\n\n\n\n<p>C : The aim is to aggregate all the data to better understand our customers and tailor our communication to them.<\/p>\n\n\n\n<p>For example, for Christmas this year at Oxybul, we\u2019ll be able to identify the customers who bought over the 2019 Christmas period (in stores and online) but not yet for Christmas 2020 and who recently visited our website. By cross-referencing their profile (parent, grandparent, kids\u2019 ages, product families purchased etc.) and their web browsing, we can send them a personalised email on the type of gifts for 2020 that would suit them best.<br>Another example would be if a customer has visited the Oka\u00efdi Ceremony pages a couple times in the past few months and looked at product files without making a purchase. By identifying them, we could send them a tailored message, or a special discount on Ceremony items maybe, to encourage them to buy. The aim is to convert customers who intend to buy.<\/p>\n\n\n\n<p>J : And that\u2019s for customers who already know about us, but there\u2019s also an aspect<strong> aimed at winning over new customers.<\/strong><\/p>\n\n\n\n<p>Using the data we know about our customers, we can create a \u201ctypical profile\u201d: What sites do they look at? What brands are they following on social media? What is their overall consumer behaviour like?&nbsp;<br>By comparing this profile with others, we can identify prospective customers that are not among our existing customers, but who are similar and would be very likely to buy from us. We could target our marketing to them while they are browsing online and on social media.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>We\u2019re trying to give our customers a complete digital experience.<\/p><\/blockquote>\n\n\n\n<p><strong><strong>Could you sum up the main benefit of this tool for our customers?<\/strong><\/strong><\/p>\n\n\n\n<p>J : We\u2019re trying to give our customers a complete digital experience.<br>C : With these tools, we can refine our communication and send our customers content that is most suited to their current needs. It\u2019s personalised and relevant information that\u2019s useful.<\/p>\n\n\n\n<p><strong><strong>And for our brands?<\/strong><\/strong><\/p>\n\n\n\n<p>J : Today, our investments in terms of traffic management and acquisition are substantial. Targeting our marketing would help optimise them\u2014we could invest less, but better.<br>C : Plus, customers who feel that the brand understands them and offers tailored content will be more loyal over time.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Today, we\u2019ll be speaking with two experts to explain what a DMP is.<br \/>\nWhat is a DMP? Some random acronym perhaps? If you don\u2019t work in data, you may never have heard of it. <\/p>\n","protected":false},"author":16,"featured_media":11733,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[167,1021,252],"tags":[1246,416,233],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Interview: What is a DMP? - \u00cfDKIDS.COMMUNITY<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/corporate.idkids.com\/en\/interview-what-is-a-dmp\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Interview: What is a DMP? - \u00cfDKIDS.COMMUNITY\" \/>\n<meta property=\"og:description\" content=\"Today, we\u2019ll be speaking with two experts to explain what a DMP is. 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