Selecting an innovative Data Management Platform

How Lesieur chose a Data Management Platform to drive higher ROI on media spend and demonstrate digital leadership

To get the most out of a highly technical pitch that we’d never run before, we needed guidance on both marketing and technology. By tapping into Ebiquity’s expertise, we selected the most relevant partner for current and upcoming data challenges. Now the platform is in place, this includes ensuring we have the best data strategy and validating operational recommendations linked to it.

Thomas Lancelot
Head of Digital Marketing, Data & CRM at
Lesieur

Practice & Location

Ebiquity Media
Office: Paris

Objective

Leading French oils and dressings brands, Lesieur, wanted to optimise the impact of its digital display advertising. The company was looking to integrate multiple data sources in their own Data Management Platform (DMP) to ensure that they understood their customers’ online behaviour better and that they delivered the right message to the right audience at the right time. In addition, Lesieur wanted to send a clear message to existing and potential team members that the business is at the cutting edge of digital marketing thinking and activation. So, the marketing leadership team asked Ebiquity France how they should go about developing the right DMP for the brand.

Approach

Our starting point for every one of our engagements in Media Consulting is a situational assessment; we start with “Why?”. We kicked off our program with Lesieur by running a comprehensive analysis of their existing data management solution. This culminated in a workshop to fully specify the brand’s needs.

The process covered the following critical elements:

• Defining Lesieur’s overall data strategy and strategic objectives
• Clearly articulating the company’s data management requirements, including a full audit of existing data and identifying potential future sources of data for collection
• Addressing the technical constraints given requirements and organizational infrastructure
• Identifying business opportunities offered by taking control of data management

Having established a proper understanding of Lesieur’s data management needs, we wrote a brief for the business outlining the requirements of the ideal adtech partner to deliver an optimal DMP for the brand. We issued the brief and led Lesieur through the long-list selection via RFI of those businesses capable of meeting its needs, followed by a short-list selection via RFP.

Outcomes

Lesieur determined that their requirement for a DMP was driven by multiple, internal stakeholders with different – yet complementary – agendas. As well as upskilling digital skills across the business, Lesieur’s optimised media buying and targeting performance. They also positioned the company’s marketing function as a center of digital excellence.

Ebiquity ensured that the contractors delivered what they promised and at the same time did not overload the internal resources of the business. The DMP is now live, built to budget and specification, and delivering against objectives.

Aligned DMP with Demand Side Platform, ad servers, and ad exchanges

Enhanced ROI via better segmentation and targeting

Integrated data across owned/earned media, including YouTube, Facebook, and Twitter

Improved understanding of customer journeys across devices

Project & Process

Assessed and selected Data Management Platform provider

Ran vendor selection process: RFI, RFP, pitch, and onboarding

Integrated of 1st-, 2nd-, and 3rd-party data into new platform solution

Optimised data strategy and DMP operations