Pinpointing visitor purchase interests (Round 4)

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.