Creation of a data observatory enables the uncovering of consumer behavior by client behavioral study, through the use of 1st generation loyalty and stimulation platforms: Conception of an observatory of consumer data, the "Promo Place" project

This article presents the work that allowed the creation of a consumer data observatory to reveal and develop a consumer universe for the brands wishing to refine their marketing strategies. It explains the development of techniques and practices for processing data collected in the context of the consumer participation in promotions powered by Web platforms marketed by top brands. It is particularly based on deficiencies seen through the participant observation methodology applied in the context of training sessions for Brand Managers who bought an old generation consumer loyalty and stimulation internet platform. Based on the results, a new platform-more in line with the needs- and moving towards a consumer data observatory is considered.