How Criteo unify your B2B platforms and prioritize your product roadmap thanks to a data-driven approche with Contentsquare

Key Metrics:

• 4 development sprints saved per year thanks to Smart Capture, with a drastic reduction in human tracking errors

• Direct improvement in ROI on ad campaign creation journeys

• An optimized product roadmap with unified cross-platform data accessible to all product teams

The Company

Criteo, the global leader in Commerce Media, helps advertisers and merchants deliver high-performing full-funnel advertising campaigns thanks to its AI, which collects more than 35 billion events per day related to browsing and purchasing. As head of the product design team, Sarah Lacroix, Global Head of Product Design, supports product managers, UX designers, product analysts, and developers in creating consistent, high-performance, and data-driven user experiences.

"Notre souhait était vraiment d'avoir une “single source of truth” pour la data, qui puisse parler à l'ensemble de l'entreprise, et pas seulement par stream, squad, département."

Sarah Lacroix

Global Head of Product Design

The Challenge

Following several acquisitions, Criteo found itself with a variety of analytics tools, tracking plans, and product platforms. This fragmentation created three major obstacles:

• A lack of visibility into the user journey: It was difficult to track users across different platforms and understand their interactions with Criteo products.

• Frequent errors in tracking plans due to heterogeneous designs and implementations: Since each platform had its own system, it was difficult to consolidate data and obtain a coherent overview. A roadmap that was difficult to prioritize: Without unified and reliable data, roadmap decisions lacked a solid foundation for moving forward in the right direction.

"On avait le problème d'avoir plusieurs outils d'analytics sur lesquels reposaient les décisions business et ces décisions étaient très dépendantes de la méthode de tracking et des dashboards qui pouvaient être créés par chaque équipe."

Sarah Lacroix

Global Head of Product Design

The Solution

To address these challenges, Criteo is deploying Contentsquare across its product, design, and tech teams. All teams are involved from the POC phase with a clear objective: to rebuild a reliable, readable, and actionable data foundation at all levels of the organization. "We wanted to break down data silos and build a shared foundation that everyone could rely on with complete confidence."

Smart Capture: Eliminating Tracking Errors at the Source

One of the key levers identified by the Criteo team is the Smart Capture feature. This technology revolutionizes the approach to tracking by automatically capturing every user interaction: clicks, scrolls, forms, without a prior tagging plan. "Smart Capture is a key feature that saves us valuable time. It eliminates tracking errors and allows us to focus on data analysis rather than tracking configuration." This approach frees Product Managers from the tedious task of writing tracking specifications and allows developers to refocus on higher-value tasks, saving four development sprints per year.

Detect and correct friction in real time

When launching a new advertising campaign creation solution, Criteo implemented detailed behavioral tracking to detect friction points early and understand journey abandonment.

With Advanced Journey Analytics, Criteo's teams identify friction points across strategic funnels and continuously adapt the roadmap. This data-driven approach allows them to optimize journeys where they have the greatest business impact.

By optimizing this strategic flow, the team directly improved conversion in the campaign creation journey, resulting in a measurable increase in revenue generated.

“Le ROI est assez simple à calculer puisque l'objectif chez Criteo, c'est de créer des campagnes publicitaires de la part des annonceurs. Du coup, en améliorant la conversion dans le flux de création des campagnes, on augmente significativement le nombre de campagnes créées et donc le revenu généré par nos plateformes. “

Sarah Lacroix

Global Head of Product Design

The Results

• Implementing Contentsquare generated concrete and measurable results for Criteo: Saved 4 development sprints per year: Smart Capture eliminated human tracking errors and freed up development time for technical teams

• Direct improvement in ROI: Optimizing the ad campaign creation process resulted in a measurable increase in revenue generated

• A unified product roadmap, with a single source of truth, enabling consistent data-driven decisions for all teams (PMs, analysts, designers, developers)

"Chez Criteo, le ROI est simple à calculer : plus nos clients créent de campagnes, plus la plateforme génère de revenus."

Sarah Lacroix

Global Head of Product Design

What's next?

The Criteo team continues to leverage Contentsquare's advanced capabilities to further develop behavioral analysis by:

• Supporting cross-selling and upselling across other Criteo solutions;

• Enriching analyses by exporting user cohorts to the research repository and Salesforce for personalized sales support;

• Leveraging Contentsquare's Sense AI to accelerate the detection of critical friction points and the necessary corrective actions.

"We're looking to move faster, prioritize better, and avoid bad decisions. In this regard, Contentsquare is a key partner."

Sarah Lacroix's advice to B2B companies "I often hear B2B companies neglecting product analytics in their solutions. I think this is a mistake because if you don't have the right data, you won't make the right decisions. A solution like Smart Capture helps you avoid these mistakes and make the right decisions. This is definitely something that shouldn't be overlooked because these are mistakes that can potentially be very costly for the business."