Renault was spending millions of euros on digital marketing campaigns without being able to measure their ROI. When Sicara joined the Renault Digital teams,we developed an ETL (Extract Transform Load) linked to a data monitoring dashboard. This enables a measurement of the impact of Renault marketing campaigns on dealership sales in 25 countries.
The Renault Digital entity was created by the Renault group to grow its capacities as a manufacturer by using new technologies. The entity is thriving to become a community of experts in terms of digital practices, capable of innovation while also delivering in fast-paced environment using agile.
Getting traffic, even before you get any leads, it costs a lot of money. Before, we were hard pressed to measure the real effectiveness of our campaigns. Now, we have a real vision of which channels are the most effective and which are not. We know how to stop campaigns when we realize that they don't kick-start very well. This allows us to reallocate our budget on our best performing campaigns.
Our tools make it possible to quickly carry out analyzes on more than a dozen different axes: country, model, brand, campaigns, etc. By crossing these axes of analysis, Renault marketing teams can easily track attribution of their expenses and better allocate their budgets. To achieve this, Sicara assisted managers from 25 countries in harmonizing their marketing profession rules. They can have access to their conversion funnels and quickly identify the pain points on each campaign.
The Sicara team adapted to the infrastructure developed by Renault Digital to build a tailor-made datalake. We worked with several Renault Digital teams to consolidate this heterogeneous data into a single reliable source of information. The great flexibility offered by Elastic Search made it easy to browse this datalake, with files ranging from 3M to 10M lines.
To set up the datalake, we integrated a Sicara team of 5 data engineers to the Renault Digital data team. Sicara worked with multiple teams during its intervention: 2 teams managing the datalake, the teams managing the marketing data source and the Renault Digital development team in India. Those teams spent 3 weeks at the end of the project in Sicara's offices to become autonomous on the use and maintenance of the product.
Télécom ParisTech – MVA
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