What does the solution do ?

Decathlon Data Management Platform (DMP) is a real Customer Data Platform (CDP). It is a solution based on distinct sources which collects the data of your customers. Thanks to the tracker deposited in your websites and with onboarding data flows, it reconciliates online (online purchases, web navigation,…) and offline (offline purchases, CRM data,…) data and allows you to customize user digital experience and optimize your media budget.

How does Customer Data Platform work ?

CDPPROCESS

  1. It collects and stores digital website and app data
  2. It profil matches, recognizes multi devices and Enriches with CRM and offline data
  3. It allows you to score and segment your data base based on your goal
  4. It synchronizes and Exposes your segment to the right marketing App, the right partner

All the data in the CDP are also in Decathlon database

Why using Customer Data Platform ?

Share your audience with all your partners through all the channels CDP is currently connected to various solutions / channels:

  • Ideliver , a great solution to manage HTML content, send email/SMS, create customer journey
  • Facebook, based on custom audiences or cookies audiences
  • Google, based on custom audiences or cookies audiences
  • Decathlon websites to allow personalization on site
  • Local solutions
  • …

Improve your KPIs Thanks to the use of the DMP, you can improve lots of KPIs. Marketing budget could also be improved with an analysis of the collected data.

What does CDP allow to do ?

  • Acquisition on a sport : create a segment with all the customers detected in the practiced sport. Choose the Facebook destination and make a lookalike on facebook.
  • Perso on website : create a segment with customers without sport. Expose it to the website. Personalize the HP according to the segment.
  • Email : target customer who saw products but didn’t buy it –> How to choose content send in IDeliver
  • Use CLV to create distinct customers segments. Send your segments to Adwords and adapt the bid.
  • Add synchronization on the Ysance tracking in your website and send segments to your partner to improve Display .. Using all the channels

What CDP is not made for ?

CDP is not made for reporting or analysis. We offered some analytics data with ‘CRM export for analysis’ but it’s light and will not evolve. Data available is only based on data linked to account ← → all the purchases are not in the solution. If we have to change some part, we will not maintain the solution to answer to reporting based on data extract from CDP There is no personal data in the solution.