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Sofinco, a subsidiary of the Crédit Agricole group, is a major player in the French banking sector, proposing a wide range of loan products and counting several million customers in France.
Numberly was trusted by Sofinco to handle the programmatic activation of their DMP, and is committed to continuously propose new acquisition solutions in order to meet its client’s traffic objectives.
With more than 300 million active buyers worldwide, Amazon has become a major player in data collection over the past ten years. The personal information of its users constitute a valuable database that is continuously updated by the users themselves. In 2008, it became possible to use this data in programmatic display with the creation of the Amazon DSP self-service platform.
Since 2015, Numberly has been sharing its knowledge of the Amazon DSP self-service tool with Sofinco.
With the help of Amazon teams, Numberly has been implementing a series of tests on different tools to measure their effectiveness.
The solution of Overlap report relies on an Amazon Pixel to study the profiles of the visitors on the Sofinco website in order to identify, in the Amazon inventory, segments of users who are likely to visit the Sofinco website as well. This method allows to broaden the basic targeting strategy based on a profiling algorithm.
By analysing visitors’ profiles on the Sofinco website, along with the new Amazon qualification information, Numberly was able to define the most relevant data segments in order to increase the reach of acquisition campaigns. These new segments reduced the acquisition costs by 66%.
Beyond the acquisition challenge, it is crucial for Sofinco to also reach existing customers. A high match rate (up to 48% depending on the segments) between the Sofinco database and the Amazon inventory goes to show the relevance of the Amazon tool for Sofinco.
But the advantage in linking the Sofinco customer base to the Amazon inventory does not end there : it is possible to establish, among the Amazon inventory, lookalikes segments of Sofinco customers. 7,000,000 impressions a month on average are made through lookalike segments, and volumes have risen during 2018.
This lookalike mechanism is also applied to website visitors to create new prospecting strategies with a higher probability of converting according to what strategy has worked on similar profiles.
With encouraging results and more knowledge about using the platform, investments in Amazon DSP have increased. The Media traders team has also chosen to go through the expertise accreditation in order to better support its clients with unique and adapted solutions.
66 %
acquisition cost reduction
48 %
match rate
