Case Study: PSA Peugeot Citroën achieves 3x higher conversions with Salesforce DMP

PSA Peugeot Citroën Uses Data to Customize Content Delivery and Fuel the Consumer Journey

PSA Peugeot Citroën, the French auto group behind Peugeot, Citroën and DS and one of Europe’s largest carmakers, sought to unlock the value of first‑party digital data left by visitors to its sites. The digital team wanted to capture, unify and map those behavior signals to stages of the vehicle purchase funnel so it could personalize content in real time, better guide qualified prospects to dealers and ultimately influence purchase decisions.

PSA implemented Salesforce DMP for real‑time audience segmentation and integrated it with its CMS and partner execution systems, supported by its data‑science team. The program created more than 1,800 micro‑segments and drove personalized content across 14 domains and 2,200+ microsites, combining human insight and machine learning. Results included a threefold increase in conversion for key engagement actions (e.g., financing inquiries, test‑drive requests); PSA plans to roll the solution out to at least nine more countries and extend it to email, native ads, retargeting and social channels, all under compliant data‑protection practices.

PSA Peugeot Citroen

Cecile Mossot Ferrand

Head of Data Management, Digital Data Marketing