Update from Kompass North America partner EMB. EMB allows us to reach customers to whom we do not normally have access.
Database editor leader for more then 15 years, EMB collects, enriches and refines hundreds of millions of datasets to optimize your B2B and B2C digital marketing actions in France and Europe, contact us for the more information about direct executive contact data in Europe.
Jean-Claude Hatte, Database Marketing Director of the Actiplay Group, discusses the partnership established between his company and EMB within the framework of the monetization of their BtoC data. An agency specializing in data marketing, Actiplay has powerful technologies at the service of its customers and highly qualified databases of tens of millions of profiles.
You deposit your B2C data with EMB, which is then processed for marketing purposes. Why did you choose EMB to monetize your data?
Knowing EMB for a long time, we know that we are dealing with a recognized player in the data marketing market. EMB has many customers, major accounts and advertisers in multiple fields of activity. This is why forming a partnership around Data monetization with EMB has been of interest to us for a long time. We finalized this merger three years ago.
Before the commercial operation phase, how does EMB support you within the framework of this partnership?
EMB provides us with a very clear contractual framework. This includes a regulatory part (GDPR compliance), technical and methodological processes, and the associated pricing conditions.
What are the technical steps to implement to deposit your data with EMB?
EMB tells us all of its technical guidelines. Our data is formatted to meet EMB specifications. Then, they are encrypted and then deposited at EMB using a very secure transfer protocol.
To avoid too much marketing pressure on the bases operated by EMB, the economic model adopted is that of CPM (Cost Per Thousand). How is this model a guarantee of quality for you?
This is a model that we favor and it is a guarantee of quality for us because we control the volumes of data consumed, unlike performance campaigns. Today, the marketing campaigns that work are targeted campaigns that use very refined targeting variables. A CPM campaign requires the advertiser to think more in depth to the definition of its target and to choose the relevant criteria to achieve its objectives. We are more in a qualitative than quantitative approach.
How is access to EMB’s large distribution network for your data beneficial for your business?
Thanks to EMB, we can reach customers that we do not normally have access to. For us, this represents 200 to 400 new customers per year, which allows us to increase the penetration of our data on the market.
EMB exchanges with you every month concerning the use of your data? How and how does the information provided by EMB help you improve your database?
Every month, EMB provides us with a monetization report on our data, which allows us to gain increased knowledge of data market trends, by prospecting channel or by type of advertiser. EMB also provides us with a great deal of qualitative information every week relating to the campaigns that are being carried out.
What are the other advantages of the partnership you have forged with this historical player in data marketing in France?
Besides income, which is indeed the first parameter, our business relationship is based on trust. This has allowed our two companies to develop mutually. We take advantage of EMB’s partners and we also allow EMB to benefit from our network. The quality of our partnership is such that we plan to extend it to BtoB.
If you had to define EMB in a few keywords?
The E-Intelligence Means Business baseline perfectly sums up EMB’s philosophy: to put intelligence into Data to derive value from it.
2001 : EMB startup in Brussels with only Belgian and French B2B databases.
2007 : Launch of the B2C France and Belgium databases.
2013 : Creation and development of a sales office in France.
2014 : Integration of Url and social network data and launch of a reference database of Belgian and French websites.
2016 : Entering the capital of Kompass Incubator, a subsidiary of the leading capital of the management of international databases and setting up a development program.
2017 / 2018 : Large increase of data, sales and general management teams.
May 2018 : EMB officializes compliance with the GDPR regulations on all its databases.
August 2018 : Launch of new communication supports, new website and renewed Club EMB.
End of 2018 : Participation in the capital of the management and the EMB team.
Contact us for the more information about direct executive contact data in Europe.