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.

Objectives

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:

  • Building a solid technological foundation,

  • Measuring the end-to-end user journey through the conversion tunnel,

  • Understand the impact of each lever (or combination of channels) on revenue,

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

  • 创建管理活动所需的报告和可视化资料。

To accompany them in their technological and strategic choices, RED by SFR chose Artefact, a double GMP & GCP certified partner (Google Marketing Platform and 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.

Projects

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: The configuration of the new Google Analytics (known as GA4) has been anticipated in the tagging plans, in order to be ready to deploy it and to integrate (in particular) the reconciliation of App and Web in the performance vision

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-construction

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.

"部署Google Analytics 360是对RED by SFR要求的完美回应：一个可靠的技术基础，可以对媒体表现进行智能、实时和全漏斗式的观察。它能够重建客户旅程，比较归因模型和完善广告活动的目标，对公司的ROAS产生了积极影响。SFR的RED团队已经收获了具体的好处：动态报告带来的时间节省，决策的优化和加速，以及培训带来的自主权"。
Matthieu Myszak, VP Consulting at Artefact

Results: Optimized ROAS and autonomous teams

-36% reduction in acquisition costs!

On the operational side, the new technology foundation facilitates the deployment of new use cases and day-to-day decision making. The features offered by GA360 have a positive impact on media performance optimization. Good results have been obtained in particular on the “cashback and coupons” lever, on SEA (significant drop in spending per day, without a drop in sales) and in social paid.

8 hours a week!

SFR团队授权RED的目标已经实现。他们对工具（GA360、Google Tag Manager (GTM)和Facebook Attribution）的掌握，使媒体活动完全内部化。自动报告已经大大减少了输入收购数据的时间。

“We are delighted with our collaboration with Artefact, not only because of their technical expertise but also because of their strategic support in defining new use cases. The multi-disciplinary team mixing experts from our two companies allowed a quick deployment of the chosen technical foundation and delivered convincing results within a few months. By training our teams as the new solutions were deployed, we were able to be operational as soon as they went into production.”
Alexandre Millet, Multi-Lever Traffic Acquisition and Data Analysis Manager at RED by SFR

As of this year, RED by SFR will be able to consolidate its dynamic and optimized marketing activation strategy according to each client/prospect profile.

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