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.
Head of Digital Marketing, Data & CRM at
Practice & Location
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.
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.
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