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.

Doelstellingen

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:

  • Bouwen aan een solide technologische basis,

  • Het meten van het volledige gebruikerstraject door de conversietunnel,

  • Begrijp de impact van elke hefboom (of combinatie van kanalen) op de inkomsten,

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

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

Om hen te begeleiden in hun technologische en strategische keuzes, heeft RED by SFR gekozen voor Artefact, een dubbel GMP & GCP gecertificeerde partner (Google Marketing Platform en 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.

Projecten

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.

NB: Op de configuratie van de nieuwe Google Analytics (bekend als GA4) is geanticipeerd in de tagging-plannen, om klaar te zijn voor de invoering ervan en om (met name) de afstemming van App en Web te integreren in de prestatievisie.

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.

Medebouw

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, VP Consulting bij Artefact

Resultaten: Geoptimaliseerde ROAS en autonome teams

-36% vermindering van acquisitiekosten!

Aan de operationele kant vergemakkelijkt de nieuwe technologische basis de inzet van nieuwe use cases en de dagelijkse besluitvorming. De functies van GA360 hebben een positieve impact op de optimalisatie van de mediaprestaties. Er zijn met name goede resultaten behaald op de hefboom "cashback en coupons", op SEA (aanzienlijke daling van de uitgaven per dag, zonder daling van de verkoop) en op het gebied van social paid.

8 uur per week!

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.

"Wij zijn zeer tevreden over onze samenwerking met Artefact, niet alleen vanwege hun technische expertise maar ook vanwege hun strategische ondersteuning bij het definiëren van nieuwe use cases. Het multidisciplinaire team waarin experts van onze twee bedrijven werden gemengd, maakte een snelle implementatie van de gekozen technische basis mogelijk en leverde binnen enkele maanden overtuigende resultaten op. Door onze teams op te leiden terwijl de nieuwe oplossingen werden ingezet, konden we operationeel zijn zodra ze in productie gingen."
Alexandre Millet, Multi-Lever Traffic Acquisition and Data Analysis Manager at RED by SFR

Vanaf dit jaar zal RED by SFR zijn dynamische en geoptimaliseerde marketingactiveringsstrategie kunnen consolideren volgens elk klant/prospectprofiel.

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