La Poste selects partner to digitise customer data system
La Poste Group has selected Paris-based software firm Weborama to provide a data management platform to digitise its advertising and customer data system. The project is part of the transformation of the French national postal operator and should allow La Poste to take better advantage of its direct mail reach, while providing advertisers with better and more targeted access.
La Poste said the digitisation programme for its data and media ecosystem will mean advertising messages can be adapted for different audience segments, to improve the impact for advertisers and more effectively meet consumer expectations.
The project will improve return on investment for La Poste customers while offering a “respectful” exposure to advertising for recipients.
The new platform should also provide a unified tracking system offering secure handling of data while complying with data privacy laws, La Poste said.
Weborama, which was founded in 1998, listed on the Paris Bourse in 2006 and last year generated revenues of EUR 23.9m, said La Poste Group owned a “significant” data asset.
The company was selected for the project, dubbed “La Trade Poste” by La Poste along with its consultant Starcom Mediavest Group (SMG).
Nathalie Collin, the deputy director general responsible for digital services and communications for La Poste, said the digitisation of the company’s data system would offer “tremendous” potential.
“La Poste Group, by the nature of its business, the scale of its post office and online customer base, has the size and relevance to structure its own ecosystem,” she said. “This is being achieved by working with our media partners and by capitalising on our digital assets, our own services and our business area with great sources of proprietary data,” she said.
Alain Levy, the chief executive of Weborama, said his firm was “proud” to be contributing to the transformation of La Poste Group.
“As a company established in France, we understand the context and challenges for national advertisers. By opting for Weborama Audience Manager, La Poste chose a Data Management Platform that will serve La Trade Poste, and not the reverse,” he said.