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CRM. Research. Media.
1. CRM. RESEARCH. MEDIA.
АНДРЕЙ ДАНИЛОВ
Digital & CRM manager, Pernod Ricard
ДМИТРИЙ ЕГОРОВ
Data Business Director, Weborama
2. OBJECTIVES
1
23
CRM DATA
DMP
Distribution of CRM data to
global audience segmentation
based on offline research
To detect
behavioral criteria
of each segment
To use built
segmentation in
media and analytics
4. ONBOARDING
CRM DATA
SEGMENTATION IN DMP
1 2
Dispatch of emails with the
link to a landing page with
questionnaires tagged with
Weborama pixels
Mapping of responds with a
global segmentation and
creation of audience segments
for analytics and extension
5. MEDIA ACTIVATION
SPECIAL PROJECTS FOR EACH BRAND
ANNOUNCING
BANNER
1
Targeted announcing banner on the
same publisher (Audience activation
through publisher’s ad server)
2
1st party data collection from
all special projects (including
emails of subscribers)