RED by SFR oferece um pacote móvel flexível, bem como ofertas de acesso à Internet. Todos os serviços são online (assinatura, atendimento ao cliente, gerenciamento de conta, etc.), sem compromisso, a um preço fixo competitivo.

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 uma base tecnológica sólida,

  • Medição do percurso de ponta a ponta do usuário através do túnel de conversão,

  • Compreender o impacto de cada alavanca (ou combinação de canais) sobre a receita,

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

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

Para acompanhá-los em suas escolhas tecnológicas e estratégicas, RED by SFR escolheu Artefactum duplo parceiro certificado GMP & GCP (Google Marketing Platform e 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.

Projetos

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: A configuração do novo Google Analytics (conhecido como GA4) foi antecipada nos planos de marcação, a fim de estar pronto para implementá-lo e para integrar (em particular) a reconciliação de App e Web na visão de desempenho

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-construção

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 de Consultoria em Artefact

Resultados: ROAS otimizado e equipes autônomas

-36% de redução nos custos de aquisição!

No aspecto operacional, a nova base tecnológica facilita a implantação de novos casos de uso e a tomada de decisões do dia-a-dia. As características oferecidas pelo GA360 têm um impacto positivo na otimização do desempenho da mídia. Bons resultados foram obtidos especialmente na alavanca "cashback e cupons", no SEA (queda significativa nos gastos por dia, sem queda nas vendas) e no social pago.

8 horas por 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 com nossa colaboração com Artefact, não só por sua experiência técnica, mas também por seu apoio estratégico na definição de novos casos de uso. A equipe multidisciplinar misturando especialistas de nossas duas empresas permitiu uma rápida implantação da base técnica escolhida e entregou resultados convincentes dentro de poucos meses. Treinando nossas equipes à medida que as novas soluções eram implantadas, conseguimos estar operacionais assim que entraram em produção".
Alexandre Millet, Multi-Lever Traffic Acquisition and Data Analysis Manager at RED by SFR

A partir deste ano, RED by SFR poderá consolidar sua estratégia de ativação de marketing dinâmica e otimizada de acordo com o perfil de cada cliente/previsto.

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