RENAULT: Shifting from Volume to Value to Improve Ad Targeting and Efficiency Measurement

“We shifted to value-based digital monitoring by capitalizing on already existing measurement tools, as well as the teams’ ability to develop new initiatives. To carry out this project, Renault Group teams were able to rely on the expertise and knowledge of fifty-five.”

Laurent Crochet,
Digital Marketing Efficiency Expert, Renault Group

Cultivating More Precision in Media and Marketing by Improving Targeting and Measurement Strategies

In 2021, Renault Group launched its Renaulution strategy, marking an overall shift from sales volume to value generation. For media and marketing activities, this represented a move towards more precision, both in ad targeting and efficiency measurement. 

In essence, the Renaulution required the group’s sales & marketing teams to focus on the revenue and profit generated by digital activities, which required developing methods to measure and activate data in alignment with these value-focused objectives. 

Enabling and Supporting Value-Based Marketing, Reinforcing Data Infrastructure, and Promoting Sponsorship

Increased Ad Revenue, Lower Campaign Costs, and Thoroughly Embarked Teams

+34% Ad revenue for value-based search bidding

-22% Campaign cost for value-based search bidding

+30 Markets embarked in value-based projects and bi-yearly support webinars