How has PlayBac Presse optimized the creation of its scores and targeting?

Our customers testify – Florence Vadivelou: Marketing Product Manager

How did you come to work with datacadabra?

In 2022, following the end of the collaboration with our previous service provider, we wanted to call on a partner who would provide us with greater transparency and education in the creation of our scores and targeting.
Previously, we were equipped with a tool that was certainly a “button-press”, but ultimately a “black box”, as we only had the result of our target, but not the chain of processing that led to this result.
Today, datacadabra meets our needs. Thanks to the platform and the support we receive, we can easily regain control of our targeting strategy and understand how our scores are constructed.

How did you regain control of your targeting strategy?

datacadabra allows me to be autonomous, I can adapt my targeting infinitely according to my marketing plan. Beyond the platform, the teams are available and responsive to our needs. So we’re not alone with the tool, which is a real plus.
We have regular copil meetings where we can discuss the results of our operations and get advice from our account manager accordingly. These exchanges have enabled us to improve the quality of our scores and the relevance of our targets. In 2023, our return rate on the operations concerned rose by an average of 30%.
We are starting 2024 with a number of projects. For example, we are currently reviewing the sequencing of our selection criteria, setting up new scores for new targets, and looking at parts of our file that we did not address in the past.

How do you manage your file activity?

All the specific dashboards produced by datacadabra as part of our datacadabra Insight subscription enable us to manage our file activity on a daily basis. As our products are not sold on newsstands but only by subscription, we needed dashboards adapted to our business sector. We can now track subscriber activity and subscription results, while also monitoring more traditional indicators such as attrition and recruitment.

What’s datacadabra’s little plus?

Without question, their responsiveness, thoroughness and advice. The commitments made are fulfilled, and it’s a pleasure to work together in this relationship of trust.

If you’d like to learn more about datacadabra, don’t hesitate to request a demo!