French brands evaluate relationship management

The Association of French Advertisers (UDA) have released the results of their CRM Barometer which identified Consumer Relationship Management (CRM) strategies used by brand owners.

In partnership with Mediapost Publicité, the CRM Barometer focused on how brand owners are storing, processing and managing collected data as well as the different channels they use.

UDA found that 30% of French advertisers are prioritising a single customer view (SCV), which is an aggregated representation of data known by an organisation about its customers that can be viewed in one place, such as a single place) or will put a data management platform (DMP) in place in 2017. They also found that 88% of companies have or are planning to have a SCV while only 17% have a DMP in place.

The findings also show the challenges of leveraging the whole potential of CRM data and tools. Tactics are still basic (personalisation and targeting), the implementation of a DMP usually being either recent or in progress. Moreover, for 55% of respondents, the DMP is partially or totally outsourced therefore advertisers are not 100% in control.

Companies prefer multichannel CRM campaigns, with 4.6 channels used on average in 2016, the barometer also showed.

Findings of the CRM Barometer can be found here.

For more information, contact UDA.