RED by SFR offers a flexible mobile package as well as Internet access offers. All services are online (subscription, client service, account management, etc.), with no commitment, at a competitive fixed price.

Objetivos

To implement their data marketing strategy, optimize the performance of their digital levers, and facilitate decision-making, RED by SFR deployed Google Analytics 360. This included:

  • Construir una base tecnológica sólida,

  • Medir el recorrido del usuario de principio a fin a través del túnel de conversión,

  • Comprender el impacto de cada palanca (o combinación de canales) en los ingresos,

  • Using real-time data to optimize advertising ROI (Return on Ad Spend (ROAS))

  • Creating the reports and visualizations needed to manage the activity.

Para acompañarles en sus elecciones tecnológicas y estratégicas, RED by SFR eligió Artefactun socio con doble certificación GMP y GCP (Google Marketing Platform y Google Cloud Platform).

The objectives were achieved in only 5 months thanks to the deployment and configuration of Google Analytics 360, the implementation of data-driven attribution models and the development of dynamic dashboards in Google Data Studio.

Proyectos

1. Tagging: the tagging of all RED by SFR assets as well as the tracking of all campaigns have been reviewed in order to collect data that better meets the needs of performance measurement, client knowledge and media activation.

Nota: La configuración del nuevo Google Analytics (conocido como GA4) se ha anticipado en los planes de etiquetado, con el fin de estar preparados para desplegarlo e integrar (en particular) la conciliación de App y Web en la visión del rendimiento

2. Data Visualisation: a suite of dynamic dashboards has been implemented in Data Studio for better decision making. These consolidate all the measurement elements of the conversion tunnel, across all channels and according to new attribution models. They reconcile ad-centric and site-centric data via BigQuery.

3. Training: RED by SFR teams have been trained to ensure their operational autonomy in the use and maintenance of new tools such as Data Studio, Facebook Attribution, Google Analytics, Google Tag Manager and BigQuery.

Co-construcción

In order to define the needs, the project team was made up of data and media experts from Artefact, as well as representatives from the IT, Acquisition, Analytics and Media teams on the RED by SFR side. The tagging plan, in particular, is the result of close collaboration between the two parties.

In addition, the three projects mentioned above were launched simultaneously. Thus, RED by SFR could have consolidated data and trained teams as soon as the tools were put into production.

“Deploying Google Analytics 360 was the perfect answer to RED by SFR’s request: a reliable technological foundation for an intelligible, real-time and full funnel vision of media performance. Its ability to reconstruct client journeys, compare attribution models and refine the targeting of advertising campaigns has had a positive impact on the company’s ROAS. The RED by SFR teams have reaped concrete benefits: time savings thanks to dynamic reports, optimization and acceleration of decision making, and autonomy thanks to training.”
Matthieu Myszak, vicepresidente de consultoría de Artefact

Resultados: ROAS optimizado y equipos autónomos

-36% de reducción de los costes de adquisición

En el aspecto operativo, la nueva base tecnológica facilita el despliegue de nuevos casos de uso y la toma de decisiones en el día a día. Las funciones que ofrece GA360 tienen un impacto positivo en la optimización del rendimiento de los medios de comunicación. Se han obtenido buenos resultados, en particular, en la palanca de "cashback y cupones", en SEA (descenso significativo del gasto por día, sin caída de las ventas) y en social paid.

¡8 horas a la semana!

The objective of empowering the RED by SFR teams has been achieved. Their mastery of the tools (GA360, Google Tag Manager (GTM), and Facebook Attribution) has enabled full internalization of media activities. Automated reporting has significantly reduced the time spent entering acquisition data.

"Estamos encantados con nuestra colaboración con Artefact, no sólo por su experiencia técnica sino también por su apoyo estratégico en la definición de nuevos casos de uso. El equipo multidisciplinar que mezcla expertos de nuestras dos empresas permitió un rápido despliegue de la base técnica elegida y ofreció resultados convincentes en pocos meses. Al formar a nuestros equipos a medida que se desplegaban las nuevas soluciones, pudimos ser operativos en cuanto entraron en producción".
Alexandre Millet, Multi-Lever Traffic Acquisition and Data Analysis Manager at RED by SFR

A partir de este año, RED by SFR podrá consolidar su estrategia de activación de marketing dinámica y optimizada según el perfil de cada cliente/perspecto.

What’s on the horizon? Use cases based on more data sources for even finer marketing personalization, and therefore an even better ROAS.