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Alexia Joly - 05 Jul 2019
GDPR shook the European Marketing ecosystem in May 2018. A little more than a year later, we wanted to check for unexpected consequences of the new law. An interview with Florent Diverchy, our Omnichannel Expert, was a good place to start…
GDPR? Ok, Alexia… but you know I’m not a legal person. I’m focusing more on our omnichannel offering and the way to answer our clients’ questions…
Well…Of course the needs of our clients haven’t change. They still come to us to see if our Data can make their marketing efforts more relevant. Depending on their context (Prospection, Upsell, Cross-sell, Retention, marketing optimization…), they keep asking the same questions:
And the biggest question of all: is he ready to buy NOW?
So no, the questions are not changing? What changes sometimes however, is the frequency of those questions and our answers to them.
More. GDPR acted as a big filter on Belgian data inventories. A consequent proportion of them have been diagnosed (sometimes by the market, sometimes by their owners) as not compatible with the new law, and had to stop being commercialized. Some advertisers, who relied on the data from these inventories, are now searching for alternatives and they come to us, hoping we can offer them the same service and the same data they were receiving from their previous partner. But as each inventory is different, even if our referential contain thousands of criteria, we can’t always deliver them directly what they need.
Indeed, that’s a good question. To summarize, here is the global process of this new solution, that we named “Lifestyle on Demand”:
Finally, we deliver to the client an audience which is composed of the people who gave a positive answer, plus the ones who look the more like them.
We try to select around 100.000 people, only the best scores, so that the client has enough potential for his campaign.
As we know that at the moment, this criterion is not present in any data inventory, we can with confidence consider that our audience is composed by the most relevant persons relative to the client initial question.
Depending on the needs of our client, this audience can be used on any of the channels composing our omnichannel offer: Direct mail, telemarketing, email, the Facebook, Google or Amazon ecosystem, even targeted TV! And I can’t talk about it right now, but a few other channels are in the pipes, and some of them might surprise you in a near future!
The last ones I remember are:
But anything is possible, the only limitation is our client’s creativity!
Well, I see two possibilities:
And for those who took the time to read this article until the end, I would like to propose a free test: call us, give us your question and we will ask it for free to our Permesso members. Depending on the numbers of answers, you will decide if you want to buy the audience or not.
Thanks Alexia, see you next time!