Since Peugeot’s website was such an integral part of the consumer journey and it was used almost always before a purchase - we wanted to turn it into a personalization machine for lower funnel sales-communication handled by independent retailers.

All website behavior would be turned into actionable insights about consumers and delivered to retailers so they could use that data to improve their sales-driven marketing efforts. Making it more relevant to each consumer.

Peugeot would take control of coordinating all communication throughout the consumer journey and removing existing obstacles of building an integrated brand-retailer marketing communication ecosystem.

All of this would be accomplished while making sure all 77 retailers are only able to access data about geographically relevant users – making sure our strategy does nothing to harm existing relationships to different retailers by minimizing user overlap between retailers. In fact our strategy would enhance Peugeot's relationships with their retailers.

In 10/2016 we implemented a Data Management Platform (DMP) to peugeot.se that facilitates data collection, segmentation, necessary modeling and distribution to any activation channel/platform in real-time that has an open API. This was key to onboard all retailers and to always deliver fresh data for sales personalization – which was executed in programmatic buying with display/video ads.

We used it to segment all behavioral data signals (pageviews, clicks, downloads) together with location data to build hundreds of different audiences based on specific interests and to know which retailers were within a reasonable distance to each user. This kept the perfect hygiene between all retailers.

To maximize reach we also applied a cross-device modeling algorithm that finds the same people on all of their devices, even if they visited peugoet.se with only one.

First retailers also went live on 10/2016 to test and verify the impact this has on sales activities.

See “measurement_framework_and_results.pdf” for full details.

Personalized communication targeted with Peugeot data directly increased customer flow of interested consumers +157 % to retailer website.

Traffic driven by Peugeot data outperforms display campaigns retailer has been running before:

Bouncerate -42 %

Time spent on site +214 %

Conversionrate +112 %

Direct client quote from Kenneth Holmgren at JBIL:

We have had a huge success with Peugeot recently and one of the most important reasons is that we are buying online media in a smarter way. By focusing on the key insight that the online consumer journey often starts on the manufacturer’s site and ends on a dealer site, we can now take huge advantage of the data from Peugeot.se. We have seen a dramatic increase in website sessions but even more importantly in terms of sales. In Q1 2017, we have increased order intake on Peugeot by 44% compared to Q1 2016