Optimizing Media Strategy Thanks to Online-Offline Attribution

Challenge

Reaching a holistic view of the customer journey and of digital performance

In the context of a B2B2C intermediate market with offline conversions happening in dealerships, Groupe Renault needed to reconcile its existing data silos. A lack of integration between web analytics, media, lead management and CRM tools resulted in scattered and unreconciled data. As a consequence, the group —despite being a leading European advertiser— lacked visibility over the performance of its digital marketing assets and thus its optimization levers.

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Approach

Reconciliation of user data, from media to dealerships, with integrated tools and the Google-Salesforce connector

Renault and fifty-five innovated a unique online-offline attribution model, which the teams initially implemented in Brazil. Attribution on end-to-end customer journeys makes marketing performance fully readable, enabling advertisers to measure the effectiveness of each digital lever, and allowing for more efficient activation.

However, it is often impossible to implement this level of measurement due to data fragmentation. In response to this challenge, fifty-five assisted Renault Group in the development and implementation of a unified measurement protocol based on an integrated media and analytics stack (Google Marketing Platform) and the native connector with Salesforce’s Sales Cloud (CRM).

The unification of tools and unified view of performance enabled Renault Group to optimize spending trade-offs between channels and campaigns, implement look-alike activation strategies, and orchestrate personalization scenarios.Change management was also a major focus of the project.

Beyond the technological aspects, Renault group’s processes and methods needed to be redesigned, both internally and with partners (agencies, dealerships, etc.).

fifty-five successfully orchestrated communication and defined processes between these stakeholders to ensure a smooth transition across teams.

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Results

Increase in qualified leads generation thanks to media budget reallocation

fifty-five and Renault Group’s collaboration yielded immense success in the project’s pilot country, Brazil.

Six months after the beginning of the project, significant results were already achieved. Qualified leads increased by 9% for the same global cost thanks to budget reallocation based on final conversion performance of campaign. Due to the availability of objective data and automated analyzes, Renault Group’s marketing teams are better informed on the success of their marketing investments.

The project has since been deployed across several counties and serves as the basis for a more global move towards final-conversion-driven digital media strategy.