CLIENT CASE D'Ieteren Automotive

Data Clean Rooms (DCR)

Using a Data Clean Room for first-party activation.

About
D'Ieteren Automotive

D’Ieteren Automotive is the biggest car importer in Belgium. Among its brands are Audi, Volkswagen, Skoda, SEAT and Porsche.

In recent years, D'Ieteren Automotive has seen an increase in online research when customers look to buy a new car.

USE CASE

D'Ieteren is the importer of the Volkswagen-group brands of automobiles in Belgium. It uses a large array of media channels in its media strategy. As part of D'Ieteren's strategy to become less reliant on third party cookies, it wanted to explore the possibility and feasibility of implementing a Data Clean Room (DCR) to activate first party data across its media channels in a privacy-concious manner.

Key points

Understanding the business

We first explored what they aim to achieve in their media strategy and how first-, second- and third- party data is used within their current setup. Through inspirational sessions, workshops and our existing knowledge of D'Ieteren's operations as their data partner, we helped D'Ieteren understand what DCR's could do for them.

Expertise in technology

As is often the case when new technologies are launched on the market, it is often hard to discern fad from value-creating innovation. To better evaluate the commercial proposition of each vendor, we performed a cross-functional deep dive into the nuts and bolts of DCRs.

A practical approach

We focused first on what D'Ieteren wanted to immediately use the DCR for and refined what are long- and medium-term goals in their data activation strategy. By building a deck of use cases, we helped D'Ieteren prioritise and better understood their requirements.

Conclusion

With Stitchd's research, D'Ieteren was able to understand what a DCR could mean for them and their media operations both in the short and long term. They were able to determine the conditions under which to move forward with an implementation project. D'Ieteren was also able to identify a preferred vendor by taking into account the immediate value that could be delivered, potential operational and technological risks, as well as the extent to which the chosen solution and set-up would be future-proof in a new and rapidly changing field.