An interview with Jonas Rashedi, Head of Data Intelligence and Technologies at Douglas
Jonas Rashedi joined Douglas in 2019 as Head of Data Intelligence and Technologies, where he is responsible for all data-related e-commerce tasks. He leads three teams with which he collects and processes data, analyses and reports the results, and carries out AB testing and DMP data activations. He also shares his expertise in the data business every Friday in his podcast “My Data Is Better Than Yours.” We talked to Jonas about the DMP (data management platform) and how it can directly connect brands with customers.
What is a DMP and how can it be used in advertising?
Rashedi: A data management platform is a cookie-based technology that collects different data such as offline data, CRM data, sales data, or onsite search flow data, aggregates it, and then delivers it back as an interface to channels such as Google Ads or email.
What makes the Douglas DMP so strong?
Rashedi: Simply put, the amount of data we collect from our customer card – the so-called BeautyCard – and online through our web shops is much larger than any of our competitors.
How is the Douglas DMP used to deliver the right product recommendations to potential buyers?
Rashedi: Our ability to store and process an extensive customer history in the DMP and via our CRM data allows us to tailor product recommendations to customer tastes. We can aggregate the data that we collect on our website and in our branches via the BeautyCard and use it to make recommendations. Other competitors, for example, only have the option of collecting data online, which means they lack all the offline data.
Do all products offered by Douglas Marketing Solutions use the Douglas DMP?
Rashedi: The majority of the products offered by Douglas Marketing Solutions use the DMP.
Apart from the exclusive Douglas data, do you use any other third-party data for enrichment?
Rashedi: No, we don’t use third-party data for enrichment because we believe in the quality of the the data we have. In the future, third-party data will decrease and marketers should focus more on first-party data. What we’re building now is cutting-edge. We are already positioning ourselves to be future-ready for our industry partners who want to book the campaign.
How is customer data handled at Douglas?
Rashedi: We treat customer data very sensitively at Douglas. We only ever use and process the data in compliance with data protection regulations. We’re the only ones with access to the data. Our credo is: “We treat our customer data the way I would like my customer data to be treated.”
What can brands achieve with the DMP?
Rashedi: Usually, brands only have socio-demographic data collected via users’ online behaviour. This is not done on their own site, but on BILD or BUNTE.de for example. This data is very aggregated. We have the opportunity to make very specific and accurate product recommendations with our data, which is very close to the point of sale. Brands can therefore initiate much more relevant campaigns based on customer data that would not be available to them or would otherwise not be possible.
Which criteria is used for customer segmentation?
Rashedi: Customer segmentation takes place on several levels – web movement data, which the DMP collects independently of buyers and potential buyers and segments into strategic clusters, all the way up to to CRM-based persona clusters.
Which information from the DMP data do brands get for their campaigns?
Rashedi: We communicate KPIs which are analogous to the market and standard for general display or online marketing campaigns.