Case Study

How Renault Poland Leveraged
First-Party Data for Enhanced
Advertising in a Cookieless Era

Renault Poland increased their readiness for
the post-cookie advertising environment.

The Results

The collaborative efforts between Zeta’s technology, Media&Leads partner, Renault and their
agency OMD, yielded remarkable results. In comparison to historical proprietary data, the campaign
achieved significantly higher rates and lower costs. Moreover, Zeta’s AI segmentation achieved a 17%
lower cost per click.

Increase in Conversion Rate
Decrease in Cost per Conversion

The Challenge First-party and beyond

Amind inflationary pressures and a challenging automotive sector, Renault faces the impending demise of third-party cookies. Recognising the necessity to adapt, Renault aimed to leverage its first-party data beyond website experiences and interactions, by using it for advertising campaigns. The primary pain points were understanding the user’s position within the customer journey, pinpointing prospects ready for a purchase, and delivering omnichannel personalised messages to encourage online conversion to a test drive.

The Solution A Strategic approach to categorise Renault’s audience

Real-time scoring and AI for Segmentation

To address these challenges, Renault opted for Zeta’s cutting-edge solution built on real-time scoring and AI to segment their audience and identify specific models of interest. This approach allowed Renault and its agency to categorise the audience into three engagement levels: low, medium, and high. Messages were then tailored according to both the audience’s interests and their level of engagement. This segmentation enabled the optimisation of media spends, increased conversions, and ultimately improved the overall user experience.

Programmatic, Search and Social

The strategy also involved leveraging these segmented audiences for remarketing campaigns across programmatic, search, and social. Creatives were meticulously crafted to align with message, segment, and interest, adapting seamlessly to the path to purchase. Furthermore, ongoing optimisation was ensured through comprehensive measurement, allowing for adjustments based on real-time data insights. This success underscored the effectiveness of leveraging firstparty data for remarketing advertising campaigns, particularly in preparation for the cookieless future. Through advanced segmentation techniques and personalised messaging, Renault and OMD successfully navigated industry challenges, driving enhanced engagement and conversions.

Improving Campaign Performance & Customer Experience

By embracing real-time scoring, AI technology, and comprehensive measurement, brands can effectively identify and engage with potential customers at various stages of the purchasing journey. With tailored messaging and optimised media campaigns, brands can not only adapt to evolving market dynamics but also achieve significant improvements in campaign performance and overall customer experience.

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