Case Study: PSA Peugeot Citroën achieves 3× higher conversion rates with Salesforce Marketing Cloud (Audience Studio)

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

PSA Peugeot Citroën, one of Europe’s largest automakers (Peugeot, Citroën, DS), needed to turn first‑party signals from its web and mobile properties into actionable insight. The digital team’s challenge was to capture and unify visitor behaviors, map them to stages of the purchase funnel, and use those insights to personalize experiences that guide qualified prospects to dealers.

PSA implemented Audience Studio to create real‑time audience segments and feed more than 800 micro‑segments into its CMS and partner execution systems, enabling in‑session personalization across 14 domains and 2,200+ microsites. The data sciences team refined user paths and machine learning models; the result was a threefold increase in conversion on key engagement actions (e.g., financing inquiries, test‑drive requests), a planned rollout to nine+ additional countries and other marketing channels, and adherence to data protection and regulatory requirements.

PSA Peugeot Citroen

Samir El Hammami

Project Manager, Digital Data Marketing