RENAULT: Optimizing Media Strategy with Online-Offline Attribution

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

Reaching a holistic view of the customer journey and digital performance

Facing issues with B2B2C intermediation and offline conversions taking place in dealerships, Groupe Renault 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.

Reconciling user data from media to dealerships with integrated tools and Google-Salesforce’s connector

Renault 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.

Increase in qualified leads generation 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.