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DMP
et
First Party Data
Christophe Cousin
Camp de Bases
28/03/2014 Le premier réseau des Professionnels du Marketing1
2
NOTRE PÉRIMÈTRE : LES DONNÉES MARKETING
• Notre mission : accompagner nos clients dans la révolution des (Big) Data Mark...
• Tous
NOS CLIENTS
3
Les Data First Party
• Ce sont les données qui sont collectées (et qui
appartiennent) directement par un annonceur sur ses...
Les différentes Data First Party
27/06/2014Le premier réseau des Professionnels du Marketing 5
Les différentes sources des Data First Party
27/06/2014Le premier réseau des Professionnels du Marketing 6
Pourquoi faire ?
1. Connaitre ses clients : études & datamining
2. Personnaliser la relation on & off
3. Améliorer la rent...
Quelles différences entre une BDD marketing
et un DMP ?
• Un Data Management Platform est une solution
complète qui apport...
Exemple : comprendre les données
27/06/2014Le premier réseau des Professionnels du Marketing 9
BASE DE DONNÉES
DMP
Exemple 2 : Gestion des flux
27/06/2014Le premier réseau des Professionnels du Marketing 10
BASE DE DONNÉES
DMP
Exemple 3 : Compter et segmenter
27/06/2014Le premier réseau des Professionnels du Marketing 11
BASE DE DONNÉES
DMP
Exemple 4 : Piloter
27/06/2014Le premier réseau des Professionnels du Marketing 12
BASE DE DONNÉES
DMP
Les attentes d'un DMP
27/06/2014Le premier réseau des Professionnels du Marketing 13
http://www.marketingcharts.com/wp/wp-...
Les grands modules techniques
27/06/2014Le premier réseau des Professionnels du Marketing 14
Gestion des
flux
- Flux entra...
Les règles métier
• Le secret, c'est d'inclure VOS règles métier dans votre
DMP First Party
– Vos règles de rejets
– Vos r...
Les facteurs clés du succès
• Choisir une solution qui répondent à vos besoins
• Comprendre vos données en profondeur
• Am...
Quelles convergence entre 1st et 3d party ?
• Par exemple, pour commencer
– Répliquer une segmentation
– Optimiser la ROI ...
Scoopit
• Plus d'informations sur les DMP First Party
• http://www.scoop.it/t/dmp-first-party
27/06/2014Le premier réseau ...
Le Club Big Data / Smart Data
Le premier réseau des Professionnels du Marketing 19
Christophe Cousin
Président de Camp de ...
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Intervention de Camp de Bases au club "Big data Smart data" de l'Adetem 27/06/2014

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Présentation de l'intervention de Christophe Cousin, fondateur de Camp de Bases sur les "DMP & First Party Data" lors du dernier club "Big Data, Smart Data" de l'Adetem qui s'est tenu le 27 juin dernier.

Published in: Business
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Intervention de Camp de Bases au club "Big data Smart data" de l'Adetem 27/06/2014

  1. 1. DMP et First Party Data Christophe Cousin Camp de Bases 28/03/2014 Le premier réseau des Professionnels du Marketing1
  2. 2. 2 NOTRE PÉRIMÈTRE : LES DONNÉES MARKETING • Notre mission : accompagner nos clients dans la révolution des (Big) Data Marketing pour qu'ils prennent de l'avance sur leurs concurrents. • Notre approche : la valorisation des données marketing doit intégrer plusieurs dimensions : • …et être impérativement pilotée par les besoins stratégiques de l’entreprise.
  3. 3. • Tous NOS CLIENTS 3
  4. 4. Les Data First Party • Ce sont les données qui sont collectées (et qui appartiennent) directement par un annonceur sur ses clients et prospects. • Généralement, les premiers usages concernent les données nominatives. 27/06/2014Le premier réseau des Professionnels du Marketing 4
  5. 5. Les différentes Data First Party 27/06/2014Le premier réseau des Professionnels du Marketing 5
  6. 6. Les différentes sources des Data First Party 27/06/2014Le premier réseau des Professionnels du Marketing 6
  7. 7. Pourquoi faire ? 1. Connaitre ses clients : études & datamining 2. Personnaliser la relation on & off 3. Améliorer la rentabilité des mécaniques de prospection 4. Optimiser le marketing relationnel de fidélisation 5. Alimenter le système d'information 6. Eventuellement, générer des revenus directs 27/06/2014Le premier réseau des Professionnels du Marketing 7
  8. 8. Quelles différences entre une BDD marketing et un DMP ? • Un Data Management Platform est une solution complète qui apporte de l'intelligence métier pour permettre d'accéder et d'exploiter les données; Facilement ! – Gestion facile des flux (import / export ) – Traitement de Data Quality – Compréhension & manipulation des données – Déduplication & enregistrement maitre – Segmentation & ciblage – Pilotage & mesure 27/06/2014Le premier réseau des Professionnels du Marketing 8
  9. 9. Exemple : comprendre les données 27/06/2014Le premier réseau des Professionnels du Marketing 9 BASE DE DONNÉES DMP
  10. 10. Exemple 2 : Gestion des flux 27/06/2014Le premier réseau des Professionnels du Marketing 10 BASE DE DONNÉES DMP
  11. 11. Exemple 3 : Compter et segmenter 27/06/2014Le premier réseau des Professionnels du Marketing 11 BASE DE DONNÉES DMP
  12. 12. Exemple 4 : Piloter 27/06/2014Le premier réseau des Professionnels du Marketing 12 BASE DE DONNÉES DMP
  13. 13. Les attentes d'un DMP 27/06/2014Le premier réseau des Professionnels du Marketing 13 http://www.marketingcharts.com/wp/wp-content/uploads/2012/12/BlueKai-Most-Valuable-DMP-Features-Dec2012.png
  14. 14. Les grands modules techniques 27/06/2014Le premier réseau des Professionnels du Marketing 14 Gestion des flux - Flux entrants - Flux sortants - Pilotage Qualité - Traitement & enrichissement - Score et agrégats - Dédup & Fusion & enregistrement maitre - Gestion des rejets Purge Manipulation -Compréhension / visualisation - Ciblage / segmentation - Automatisation Analyse - Pilotage de la base - Pilotage des actions - Pilotage pression - Pilotage gouvernance
  15. 15. Les règles métier • Le secret, c'est d'inclure VOS règles métier dans votre DMP First Party – Vos règles de rejets – Vos règles de transco – Vos enrichissements – Vos règles de déduplication – Vos scores – Vos règles de purges – Etc… 27/06/2014Le premier réseau des Professionnels du Marketing 15
  16. 16. Les facteurs clés du succès • Choisir une solution qui répondent à vos besoins • Comprendre vos données en profondeur • Améliorer vos données • Intégrer vos règles métier • Inclure des sources progressivement • Intégrer votre DMP dans votre écosystème… 27/06/2014Le premier réseau des Professionnels du Marketing 16
  17. 17. Quelles convergence entre 1st et 3d party ? • Par exemple, pour commencer – Répliquer une segmentation – Optimiser la ROI de l'achat de trafic – Identifier ses clients lors du parcours on line – Unifier les KPI… 27/06/2014Le premier réseau des Professionnels du Marketing 17
  18. 18. Scoopit • Plus d'informations sur les DMP First Party • http://www.scoop.it/t/dmp-first-party 27/06/2014Le premier réseau des Professionnels du Marketing 18
  19. 19. Le Club Big Data / Smart Data Le premier réseau des Professionnels du Marketing 19 Christophe Cousin Président de Camp de Bases www.campdebases.com/ christophe.cousin@campdebases.com En partenariat avec Merci !

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