Pinpointing visitor purchase interests (Round 4)

France Project type: medium GROUPE FIGARO


This project aims to leverage data from the Data Management Platform to provide insights on which products to review.

The solution

An internal study has revealed that nearly 15% of visitors use Groupe Figaro sites for purchase – whether it’s luxury goods, high-tech gadgets or home improvement. But writers struggle to define visitors’ purchase interests – either reviewing products readers aren’t interested in, or failing to review products that would generate a lot of interest. This project can be summarised in four main phases: to gather insights from the DMP about visitors’ purchase intentions and refine the data; import and qualify this data in an editorial CMS, allowing journalists to create the content readers are looking for; categorise content with product ID and connect to merchants; and to keep content up to date.