RETAILINK: Improving Campaign Measurement Reliability and Automating Campaign Report Creation

Automating Fragmented Reporting Processes

Retailink by Fnac Darty is the integrated Retail Media unit of the Fnac Darty Group, a European leader in the distribution of household appliances, electronics, and cultural products. It leverages a network of 800 stores in France and an audience of 22.7 million unduplicated unique visitors on its websites to create bespoke omnichannel experiences for brands.

Retailink’s marketing and traffic teams offer various reports, both free and paid, to their advertiser clients. However, they encountered challenges in meeting all measurement requests due to:

• time-consuming and largely manual report creation processes;
• difficulty accessing granular campaign performance data.

To optimize the time spent creating campaign reports by limiting the number of data manipulations and automating the creation process, Retailink partnered with fifty-five.

Building a Unified Data and Reporting Ecosystem

fifty-five conducted a diagnostic of the Retailink teams' organizational processes and operational methods for creating reports, to map their measurement needs. Based on this analysis, the team defined the KPIs to be integrated into the dashboards, designed mock-ups, and established the technical specifications required to collect data from various sources (Kamino, Xandr, Mediarithmics) and structure tables in BigQuery to reconcile the different data sources.

fifty-five then deployed a centralized Data Platform, developed the dashboards, and trained the Retailink teams on their use to ensure adoption.

Streamlined Measurement and Time Saved

Thanks to the implementation of the Data Platform and dashboards, the Retailink teams now have reliable management tools that allow for more readable and granular measurement of their clients' campaigns.
This new system provides:

• automated and regular KPI tracking with daily updates and consolidated reports by D+5;
• significant time savings through reporting automation, freeing up teams from manual and time-consuming tasks.