{"id":2001,"date":"2016-05-18T12:00:47","date_gmt":"2016-05-18T10:00:47","guid":{"rendered":"https:\/\/v4.adventori.com\/?p=2001"},"modified":"2021-06-07T21:47:52","modified_gmt":"2021-06-07T19:47:52","slug":"sfr","status":"publish","type":"post","link":"https:\/\/v4.adventori.com\/fr\/inspirez-vous\/galerie\/sfr\/","title":{"rendered":"SFR"},"content":{"rendered":"<div class=\"row\">\n<div class=\"col-lg-8\">\n\n&nbsp;\n<h3>Contexte<\/h3>\nCampagne de communication digitale de fin d\u2019ann\u00e9e multi-produit, multi-cible, web et mobile, en acquisition et retargeting.\n<ul>\n \t<li><strong>P\u00e9riode : <\/strong><span class=\"strong\">Novembre \u2013 D\u00e9cembre 2014<\/span><\/li>\n \t<li><strong>Volume : <\/strong><span class=\"strong\">Plus de 1 milliard d\u2019impressions<\/span><\/li>\n<\/ul>\n2 jeux de cr\u00e9a correspondant aux phases de communication : \u00ab Les Journ\u00e9es Guerri\u00e8res \u00bb et \u00ab No\u00ebl \u00bb\n\n<\/div>\n<div class=\"col-lg-4\">\n<div class=\"row\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/v4.adventori.com\/media\/groupMLogo-1.png\" class=\"wp-image-3118 aligncenter\" height=\"92\" width=\"219\"><\/div>\n<div class=\"row\">\n<div class=\"col-xs-6\">\n\n<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/v4.adventori.com\/media\/SFR1.jpg\" alt=\"SFR1\" class=\"aligncenter wp-image-1995 size-full\" height=\"160\" width=\"161\">\n\n<\/div>\n<div class=\"col-xs-6\">\n\n<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/v4.adventori.com\/media\/eulerian_logo.jpg\" alt=\"eulerian_logo\" class=\"size-full wp-image-2005 aligncenter\" height=\"150\" width=\"150\">\n\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"row\">\n<div class=\"col-lg-4\">\n\n&nbsp;\n\n<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/v4.adventori.com\/media\/SFR_Campagne_Mobile_screenshot.png\" alt=\"SFR_Campagne_Mobile_screenshot\" class=\"alignnone size-full wp-image-2013\" height=\"336\" width=\"318\">\n\n<\/div>\n<div class=\"col-lg-8\">\n\n&nbsp;\n<h3>Objectif et enjeux<\/h3>\n<h4><span class=\"strong\">SFR op\u00e8re sa premi\u00e8re campagne digitale 100% data-driven.<\/span><\/h4>\nL\u2019objectif \u00e9tait pour SFR de passer d\u2019une logique de temps fort de marque o\u00f9 tous les internautes sont expos\u00e9s \u00e0 la m\u00eame offre, \u00e0 une logique de communication one-to-one. SFR choisit de proposer l\u2019offre la plus adapt\u00e9e \u00e0 ses prospects &amp; clients existants.\n<ul>\n \t<li><strong>Un enjeu commercial pour la marque :<\/strong> Changer sa strat\u00e9gie d\u2019acquisition sur un tel temps fort de communication est un pari digital os\u00e9 et audacieux.<\/li>\n \t<li><strong>Un enjeu strat\u00e9gique : <\/strong>Un enjeu strat\u00e9gique : Quel niveau de performance une communication \u00ab creative-driven &amp; data-based \u00bb peut-elle g\u00e9n\u00e9rer ? Est-ce une strat\u00e9gie structurelle \u00e0 mettre en place ?<\/li>\n \t<li><strong>Un enjeu technologique : <\/strong>Une campagne 100% techno, avec en son c\u0153ur 2 AdTech fran\u00e7aises, ADventori et Eulerian Technologies, devant assurer une compatibilit\u00e9 mutuelle et universellement d\u00e9ployable sur tous les leviers digitaux.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n&nbsp;\n<div class=\"row\">\n<div class=\"col-md-12\">\n\n&nbsp;\n<h3>Anatomie de la campagne<\/h3>\n<ul>\n \t<li><strong>GroupM <\/strong>avait la charge de l\u2019achat m\u00e9dia global de la campagne, sur des sites g\u00e9n\u00e9ralistes \u00e0 forte visibilit\u00e9 (Yahoo, MSN, LeBonCoin, Le Monde, Figaro, Mappy \u2026), repr\u00e9sentant plus de 1 milliard de PAP.<\/li>\n \t<li><strong>Crit\u00e9o<\/strong> a assur\u00e9 la partie retargeting.<\/li>\n \t<li><strong>L\u2019agence Les Gaulois<\/strong> a eu la charge de la conception cr\u00e9ative des campagnes \u00ab Journ\u00e9es Guerri\u00e8res \u00bb et \u00ab No\u00ebl \u00bb.\n<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/v4.adventori.com\/media\/sfr_campagne_Red_large.jpg\" alt=\"sfr_campagne_Red_large\" class=\"alignnone size-full wp-image-2023\" height=\"250\" width=\"970\"><\/li>\n<\/ul>\n<ul>\n \t<li><strong>Eulerian Technologies<\/strong>, a permis de cr\u00e9er les segments d\u2019audience correspondant aux diverses cibles et a aliment\u00e9 ces segments en identifiant les profils des internautes :<\/li>\n \t<li>En fonction du type de client identifi\u00e9 : clients ADSL ou Fibre, clients Mobile, RED ou Carr\u00e9, prospects ;<\/li>\n \t<li>En fonction des centres d\u2019int\u00e9r\u00eat de l\u2019internaute et de son niveau d\u2019engagement \u00e9valu\u00e9s gr\u00e2ce \u00e0 la donn\u00e9e comportementale issue de la navigation sur le site : visite d\u2019une offre particuli\u00e8re, d\u2019une fiche produit smartphone ou abandon de panier ;<\/li>\n \t<li>En fonction de crit\u00e8res d\u2019\u00e9ligibilit\u00e9 aux offres Tr\u00e8s Haut D\u00e9bit, pour proposer une offre ADSL ou Fibre.<\/li>\n<\/ul>\n<ul>\n \t<li><strong>La Solution DCO d\u2019ADventori<\/strong> au c\u0153ur de ce syst\u00e8me a permis de couvrir les objectifs de personnalisation du message aux cibles d\u00e9tect\u00e9es par SFR, et d\u2019adserver tout le volume d\u2019impression de la campagne.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div class=\"row\">\n<div class=\"col-md-12\">\n\n&nbsp;\n<h3 class=\"white\">20 scenarii de campagnes inspir\u00e9s par les donn\u00e9es<\/h3>\n<p class=\"whitetext\">Pour cette campagne d\u2019un nouveau genre, SFR a d\u00fb r\u00e9viser sa conception classique du brief de campagne, pour se tourner vers la sc\u00e9narisation. Il ne s\u2019agit plus de poser un objectif mais de r\u00e9pondre aux besoins de ses clients\/prospects. Puisque SFR les connait, \u00e0 quoi bon continuer \u00e0 leur adresser le m\u00eame message ? Puisque les technos digitales le permettent, SFR a choisi d\u2019exploiter pleinement ce que seul le m\u00e9dia digital autorise : une relation one-to-one avec ses cibles.<\/p>\n<p class=\"whitetext\">Les 20 sc\u00e9narii de campagnes \u00ab data-fueled \u00bb vont permettre de d\u00e9terminer les messages de la campagne en fonction de son lecteur : Et si c\u2019est un client RED ? Et si c\u2019est un client BOX ? Et si c\u2019est un client RED, non client BOX ? Et si c\u2019est un prospect \u00e9ligible \u00e0 la Fibre ?\u2026<\/p>\n\n<div class=\"row\">\n<div class=\"col-sm-4\">\n\n&nbsp;\n\n<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/v4.adventori.com\/media\/SFR_Bannieres_Campagne.png\" alt=\"SFR_Bannieres_Campagne\" class=\"alignnone size-full wp-image-2028\" height=\"327\" width=\"318\">\n\n<\/div>\n<div class=\"col-sm-8\">\n\n&nbsp;\n<h3 class=\"whitelisttitle \">Exemples de scenarii :<\/h3>\n<ul>\n \t<li>A partir de la connaissance client : un client SFR se voyait proposer la bonne offre pour g\u00e9n\u00e9rer de l\u2019up-sell.<\/li>\n \t<li>Ainsi, lorsqu\u2019un client [ RED \/ non client de la Box ] \u00e9tait identifi\u00e9, il se voyait proposer une offre [ Box avec de la fibre si sa localisation \u00e9tait couverte ] ou une offre [ Carr\u00e9 20Go ] dans le cas contraire.<\/li>\n \t<li>Les cibles Prospects, qu\u2019elles soient venues sur le site SFR ou non, \u00e9taient \u00e9galement couvertes avec des messages personnalis\u00e9s en fonction de leur localisation (offre Fibre) ou de la d\u00e9couverte des offres SFR.<\/li>\n \t<li>La donn\u00e9e de g\u00e9olocalisation a \u00e9t\u00e9 centrale pour certains sc\u00e9narii, notamment celui concernant l\u2019offre BOX : proposer l\u2019ADSL si non couvert par la fibre ou un message sp\u00e9cifique si nouvellement couvert par la fibre.<\/li>\n<\/ul>\n<ul>\n \t<li class=\"whiteul\"><strong>20 scenarii DCO de campagnes<\/strong> ont \u00e9t\u00e9 d\u00e9ploy\u00e9s en combinant donn\u00e9es et cibles, sur <strong>7 formats IAB et 5 formats Rich<\/strong> tels que : Masthead MSN, Youtube, Yahoo, Parallaxe du Monde, Habillages et Arches. Ce qui a repr\u00e9sent\u00e9 autant de banni\u00e8res personnalis\u00e9es que de PAP, soit plus d\u2019un milliard.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n&nbsp;\n\n&nbsp;\n<div class=\"row\">\n<h3>Le r\u00f4le d&rsquo;Eulerian Technologies&nbsp;<\/h3>\n<h4 class=\"col-sm-12\">Eulerian Technologies est intervenu \u00e0 <span class=\"strong\">trois \u00e9tapes cl\u00e9s <\/span>de cette campagne.<\/h4>\n<ul>\n \t<li><strong>La collecte de donn\u00e9es de qualit\u00e9<\/strong>\nGr\u00e2ce \u00e0 la solution Web Analytics d\u2019Eulerian Technologies, SFR collecte des donn\u00e9es fiables et pr\u00e9cises li\u00e9es \u00e0 sa publicit\u00e9 online, aux parcours de navigation de ses internautes et \u00e0 leur historique client. En effet, Eulerian Analytics permet \u00e0 SFR de r\u00e9concilier les donn\u00e9es de chaque navigateur et chaque device (mobile, tablette et ordinateur) afin d\u2019adopter une strat\u00e9gie marketing \u00ab people-based \u00bb. Gr\u00e2ce \u00e0 cette collecte de donn\u00e9es, Eulerian Technologies a aliment\u00e9 et mis \u00e0 jour la base de donn\u00e9es de contacts SFR chez ADventori.<\/li>\n \t<li><strong>L\u2019activation des donn\u00e9es en temps-r\u00e9el<\/strong>\nLa solution Eulerian Real Time Data a permis de cr\u00e9er les segments significatifs pour SFR et d\u2019identifier en temps-r\u00e9el les internautes expos\u00e9s \u00e0 la marque SFR pour peupler ces diff\u00e9rents segments. En d\u00e9ployant une synchronisation de cookies avec ADventori, Eulerian Technologies a mis en place un transfert d\u2019informations temps-r\u00e9el permettant \u00e0 SFR d\u2019adresser des messages personnalis\u00e9s selon le profil de ces utilisateurs.<\/li>\n \t<li><strong>L\u2019analyse de la performance de la campagne<\/strong>\nEulerian Technologies a \u00e9galement permis \u00e0 SFR de suivre l\u2019impact de la campagne. Toutes les m\u00e9triques ont \u00e9t\u00e9 centralis\u00e9es dans un tableau de bord au sein de la solution Eulerian Analytics, permettant un acc\u00e8s rapide et efficace \u00e0 l\u2019information.<\/li>\n<\/ul>\n<\/div>\n&nbsp;\n<div class=\"row\">\n<div class=\"col-sm-12\">\n\n&nbsp;\n<h3>Le r\u00f4le d&rsquo;ADventori<\/h3>\n<h4>ADventori a jou\u00e9 un r\u00f4le central dans cette campagne.<\/h4>\n<ul>\n \t<li><strong>Aupr\u00e8s de l\u2019annonceur SFR : <\/strong>pour valider la r\u00e9alisation des scenarii.<\/li>\n \t<li><strong>Aupr\u00e8s de l\u2019agence m\u00e9dia : <\/strong>pour assurer l\u2019adserving des banni\u00e8res, dans tous les formats pr\u00e9vus.<\/li>\n \t<li><strong>Aupr\u00e8s de l\u2019agence cr\u00e9a : <\/strong>afin que chaque scenario corresponde \u00e0 une cr\u00e9ation pr\u00e9\u00e9tablie, respectant 100% de l\u2019image et des assets de la marque.<\/li>\n \t<li><strong>Aupr\u00e8s d\u2019Eulerian Technologies : <\/strong>afin que l\u2019\u00e9change de donn\u00e9es et l\u2019identification des internautes se traduisent en un message personnalis\u00e9. Ainsi que la remont\u00e9e des metrics DCO dans un unique tableau de bord, afin de faciliter la lisibilit\u00e9 de la campagne pour SFR.<\/li>\n<\/ul>\n<h4>D\u2019un point de vue technique, ADventori a permis de :<\/h4>\n<ul>\n \t<li>Prendre en charge la mise au format automatique de toutes les banni\u00e8res du plan, sur web et mobile.<\/li>\n \t<li>Prendre en charge la mise aux spec techniques de chaque format aupr\u00e8s de chaque R\u00e9gie.<\/li>\n \t<li>D\u2019assurer l\u2019uniformit\u00e9 cr\u00e9ative de la campagne quel que soit le mode d\u2019achat : op\u00e9 sp\u00e9, achats r\u00e9gies, RTB et Retargeting Crit\u00e9o.<\/li>\n \t<li>De personnaliser les messages sur des supports atypiques gr\u00e2ce \u00e0 son niveau de compatibilit\u00e9 et de certification de ses comp\u00e9tences (Yahoo, MSN, Youtube).<\/li>\n<\/ul>\n<span>Cette campagne bas\u00e9e sur une meilleure relation client\/message, a ouvert les metrics de l\u2019annonceur : il a pu mesurer quel message a impact\u00e9 quelle cible, rapprocher cette mesure \u00e0 sa transformation on-line et ainsi \u00e9tablir un ROI plus analytique de sa campagne.<\/span>\n\n<\/div>\n&nbsp;\n\n<\/div>\n&nbsp;\n<p class=\"row\"><\/p>\n\n<h3>L&rsquo;\u00e9clairage technologique : les dessous du mariage de la data et du DCO<\/h3>\n<strong>Principe de fonctionnement \u00e9tape par \u00e9tape<\/strong>\n\n<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/v4.adventori.com\/media\/SFR_Principe-1024x426.jpg\" alt=\"SFR_Principe-1024x426\" class=\"size-full wp-image-2038 aligncenter\" height=\"426\" width=\"1024\">\n<ol>\n \t<li>L\u2019internaute visite sfr.fr.<\/li>\n \t<li>Eulerian Technologies examine en temps r\u00e9el les groupes de pages visit\u00e9s par les internautes et reconnait le visiteur.<\/li>\n \t<li>Eulerian Technologies attribue l\u2019internaute \u00e0 des segments de prospects ou clients, en collectant le forfait souscrit par le client SFR et en l\u2019associant \u00e0 son cookie de navigation et \u00e0 son ID client en cross-device.<\/li>\n \t<li>ADventori et Eulerian Technologies synchronisent leurs cookies d\u2019identification.<\/li>\n \t<li>Eulerian Technologies envoie en temps-r\u00e9el \u00e0 ADventori les segments auxquels appartient l\u2019internaute.<\/li>\n \t<li>L\u2019internaute visite un site comportant une publicit\u00e9.<\/li>\n \t<li>ADventori reconnait l\u2019internaute et r\u00e9cup\u00e8re les donn\u00e9es associ\u00e9es.<\/li>\n \t<li>Et affiche une publicit\u00e9 correspondant au segment de client ou prospect.<\/li>\n<\/ol>\n&nbsp;\n<div class=\"row\">\n<div class=\"col-md-6\">\n<p style=\"text-align: center;\"><a href=\"\/?cat_ID=27\"><button class=\"btn btn-primary\">Tous nos cas clients<\/button><\/a><\/p>\n\n<\/div>\n<div class=\"col-md-6\">\n<p style=\"text-align: center;\"><a href=\"\/?cat_ID=6\"><button class=\"btn btn-primary\">Toutes nos campagnes<\/button><\/a><\/p>\n\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Le but du partenariat SFR-ADventori ? Proposer l&rsquo;offre la plus adapt\u00e9e aux internautes et mobinautes, qu&rsquo;ils soient prospects ou d\u00e9j\u00e0 clients. Pour r\u00e9ussir, la connexion avec la DMP aura \u00e9t\u00e9 n\u00e9cessaire et plus de 20 sc\u00e9narios de campagnes auront \u00e9t\u00e9 cr\u00e9\u00e9s.<\/p>\n","protected":false},"author":4,"featured_media":19758,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,21],"tags":[140,163,205],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Cas Client - Campagne DCO Fil Rouge - SFR | ADventori<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez la premi\u00e8re campagne digitale 100% data-driven de SFR visant \u00e0 \u00e9tablir une relation one-to-one et de proposer l&#039;offre la plus adapt\u00e9e \u00e0 ses cibles.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/v4.adventori.com\/fr\/inspirez-vous\/galerie\/sfr\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cas Client - Campagne DCO Fil Rouge - SFR | ADventori\" \/>\n<meta property=\"og:description\" content=\"D\u00e9couvrez la premi\u00e8re campagne digitale 100% data-driven de SFR visant \u00e0 \u00e9tablir une relation one-to-one et de proposer l&#039;offre la plus adapt\u00e9e \u00e0 ses cibles.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/v4.adventori.com\/fr\/inspirez-vous\/galerie\/sfr\/\" \/>\n<meta property=\"og:site_name\" content=\"ADventori\" \/>\n<meta property=\"article:published_time\" content=\"2016-05-18T10:00:47+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-06-07T19:47:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/v4.adventori.com\/media\/SFR_Noel_ADventori.png\" \/>\n\t<meta property=\"og:image:width\" content=\"300\" \/>\n\t<meta property=\"og:image:height\" content=\"250\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/v4.adventori.com\/media\/SFR_Noel_ADventori.png\" \/>\n<meta name=\"twitter:creator\" content=\"@adventori\" \/>\n<meta name=\"twitter:site\" content=\"@adventori\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Carole Ellouk\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/v4.adventori.com\/#organization\",\"name\":\"ADventori\",\"url\":\"https:\/\/v4.adventori.com\/\",\"sameAs\":[\"https:\/\/twitter.com\/adventori\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/v4.adventori.com\/#\/schema\/logo\/image\/\",\"url\":\"\/media\/Large_Logo-ADventori_Couleur_2015.png\",\"contentUrl\":\"\/media\/Large_Logo-ADventori_Couleur_2015.png\",\"width\":400,\"height\":133,\"caption\":\"ADventori\"},\"image\":{\"@id\":\"https:\/\/v4.adventori.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/v4.adventori.com\/#website\",\"url\":\"https:\/\/v4.adventori.com\/\",\"name\":\"ADventori\",\"description\":\"LESS ADS, MORE EFFICIENT ADS\",\"publisher\":{\"@id\":\"https:\/\/v4.adventori.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/v4.adventori.com\/search\/{search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/v4.adventori.com\/fr\/inspirez-vous\/galerie\/sfr\/#primaryimage\",\"url\":\"https:\/\/v4.adventori.com\/media\/SFR_Noel_ADventori.png\",\"contentUrl\":\"https:\/\/v4.adventori.com\/media\/SFR_Noel_ADventori.png\",\"width\":300,\"height\":250},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/v4.adventori.com\/fr\/inspirez-vous\/galerie\/sfr\/#webpage\",\"url\":\"https:\/\/v4.adventori.com\/fr\/inspirez-vous\/galerie\/sfr\/\",\"name\":\"Cas Client - 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