The marketing stack of PriceMinister — Rakuten

Célia Da Silva (@Celia_Da_Silva), ‎Head of Acquisition & Loyalty chez Priceminister-Rakuten, shares with us the marketing stack of PriceMinister — Rakuten, the french leading marketplace bought out by Rakuten in 2010.

Discover the marketing stack of PriceMinister — Rakuten

DC-Storm and Xiti to monitor traffic audience
PriceMinister-Rakuten monitors its traffic audience thanks to Xiti, while the Rakuten-made tool DC-Storm helps them analyze attribution between their different platforms, as an omnichannel marketing measurement and attribution software.

Skype for internal messaging
When Slack is all the rage, PriceMinister-Rakuten trusts the well-established Skype for internal email and messaging. The choice is smart, as Skype is free and enables direct calls while Slack is still working on its beta version of call integration.

Asana to push products
Célia uses asana to ensure communications between the marketing and sales teams and to decide on which products are to be pushed by the sales team.

Google Apps to share roadmaps, KPIs and forecasts with Japan
Japanese giant Rakuten bought French PriceMinister in 2010, generating an increase in the need to report to the parent company. Teams use the designed-for-teams Google Apps to share their roadmaps, KPIs and forecasts, both internally and with Japan.

Marin Software for cross-channel automatic bidding
Marin optimizes, thanks to advance machine learning processes, Célia’s online advertising
campaigns. The software automatically bids according to the criteria set by the team and improves itself thanks to auto-feedback loops. Human intervention is only needed to parameterize specific campaigns (eg product launch). For Facebook campaigns, Célia is used to working with SocialMoov, bought by Marin Software in 2015.

SurveyGizmo is an online survey tool used to monitor PriceMinister-Rakuten’s users’ satisfaction, on their website as well as an email survey.

The French startup provides predictive technology thanks to in-house machine-learning algorithms to e-commerce. Célia adopted tinyclues to optimize the targeting of her emailing and Facebook campaigns.

Effiliation is a performance marketing agency that is used as a communication channel and a third party payment service between PM-Rakuten and their numerous affiliate members.

SimilarWeb is the freemium tool that enables Célia to get precise insights and data about their future affiliate members.

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