---
title: "RENAULT GROUP: Optimizing Media Strategy with Online-Offline Attribution"
---
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Automotive
# RENAULT GROUP: Optimizing Media Strategy with Online-Offline Attribution
Client
RENAULT
GROUP
Service
Strategy
Date
September 2023
Download
Key results
**+9%**
Increase in leads with unchanged media budgets
**9%**
Digital advertising budget reallocation
**-30%**
CPL reduction on Salesforce-activated audiences
Navigation
- [Challenge](https://resources.fifty-five.com/cs-renault#challenge)
- [SOLUTION](https://resources.fifty-five.com/cs-renault#solution)
- [RESULTS](https://resources.fifty-five.com/cs-renault#results)
Tools
[](https://marketingplatform.google.com/about/)
[](https://www.salesforce.com/)
*"As a car manufacturer deeply invested in marketing, we have decided on a data-driven strategy in partnership with fifty-five. Today, our main challenge is to reconcile media data, online and offline. Our objective: measuring end-to-end performance and strengthening our marketing strategy’s effectiveness."*
**Laurent Laporte, Director of Digital Campaign Performance Tools, Renault Group**
Challenge
## Reaching a Holistic View of the Customer Journey and Digital Performance
A long-term client of fifty-five, [Renault Group](https://www.renaultgroup.com/en/) is a leading automotive group based in Europe.
Facing issues with B2B2C intermediation and **offline conversions** taking place in dealerships, Renault Group needed to **reconcile its existing data silos**. A lack of integration between web analytics, media, lead management and CRM tools resulted in **scattered and inconsistent data**. As a consequence, the group — despite being a leading European advertiser — **lacked visibility** over its digital marketing assets performance and, consequently, its **optimization levers**.
SOLUTION
## Reconciling User Data from Media to Dealerships with a Unified Protocol
Renault Group 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. To overcome 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 subsequent tool integration and resulting 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 one of the project’s major focuses.
Beyond technological concerns, Renault Groupe’s processes and methods needed to be **redesigned**, both internally and within partnerships (agencies, dealerships, etc.).
fifty-five successfully orchestrated communication and defined processes between these stakeholders to **ensure a smooth transition across teams**.
RESULTS
## More Qualified Leads through Media Budget Reallocation
fifty-five and Renault Groupe’s collaboration yielded **immense success** in Brazil, where the project was first implemented.
Six months after the beginning of the project, significant results were already achieved. Qualified leads increased by 9% for the same global cost as a result of budget reallocation, the latter based on final conversion performance per campaign. With increased objective data and automated analysis availability, 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 a baseline for a global push towards a final-conversion-driven digital media strategy.
+9% Increase in leads with unchanged media budgets
9% Digital advertising budget reallocation
-30% CPL reduction on Salesforce-activated audiences
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