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

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

PSA Peugeot Citroën, the second-largest carmaker in Europe (Peugeot, Citroën, DS), faced the challenge of unlocking the value of first-party data collected across its web and mobile properties. The digital team wanted to capture, unify, and analyze user signals to map visitors to stages of the purchase funnel and deliver more relevant experiences that guide prospects to dealers and influence vehicle-buying decisions.

PSA implemented Salesforce DMP integrated with its CMS and a partner execution system, and leveraged its data sciences team to build 800+ real-time micro-segments. Those segments powered personalized content across 14 domains and more than 2,200 microsites, tripling conversion rates for key actions (e.g., financing inquiries and test-drive requests). The program is expanding to nine+ countries and additional marketing channels, while remaining compliant with data protection and regulatory requirements.

PSA Peugeot Citroen

Samir El Hammami

Project Manager, Digital Data Marketing