How TotalEnergies transformed fragmented data into unified business decisions with Data Connect

Key insights

The company

TotalEnergies is a multi-energy company delivering reliable, affordable energy to customers worldwide.

In France, TotalEnergies operates as an electricity and gas supplier, empowering customers to:

• Consume energy more efficiently

• Take control of their energy budgets

• Access innovative digital services built around their needs

Since 2016, TotalEnergies has leveraged Contentsquare to decode user behavior and deliver exceptional digital experiences. Kevin Jakubec, Web Analytics & CRO Insights Manager, and François Rommel, Data & Digital Performance Manager, are helping drive this transformation.

The challenge

When the French energy market opened to competition, TotalEnergies faced the challenge of entering a space dominated by legacy players who held 100% of the customer base. 

To differentiate themselves, TotalEnergies knew they needed to put customers at the heart of their services—but their data landscape stood in the way.

Key challenges included:

• Fragmented data: multiple analytics tools each maintained their own data formats, requiring constant manual transformations and reconciliation

• Siloed experience insights: user experience data remained isolated from business metrics, making it difficult to demonstrate the connection between UX and revenue

• Inconsistent reporting: discrepancies between tools led to conflicting insights and gaps in understanding

• Limited visibility for leadership: experience data rarely made it to top management, who focused primarily on sales figures

• Time-intensive processes: daily business reviews required teams to manually gather data from multiple sources 

"The challenge we face is that the digital analytics landscape is increasingly siloed—each tool stores its own data separately," explains Kevin Jakubec, Web Analytics & CRO Insights Manager at TotalEnergies. 

"Our goal is to reconcile these different data sources and metrics to create meaningful insights. This is the core of web analytics: cross-referencing data to understand what's really happening on our platforms."

The solution

Contentsquare’s Data Connect automatically exports behavioral, performance, and error data from Contentsquare directly into TotalEnergies' Google Cloud Platform (GCP) data warehouse via BigQuery—eliminating manual data wrangling entirely.

The result? Clean, structured, SQL-ready data that seamlessly integrates with:

• Sales data

• CRM information

• Media performance metrics

• Competitive intelligence

TotalEnergies is also able to bring all their data insights directly into their AI agent, Microsoft Copilot, and instant messaging service, Microsoft teams. This unified dataset empowered TotalEnergies to connect user experience directly to business outcomes.

Watch the video to see how you can use Data Connect to automatically export behavioral data straight to your warehouse of choice

This unified dataset empowered TotalEnergies to move beyond isolated insights and start connecting the dots between user experience and business outcomes.

"Data is King," shares François Rommel, Data & Digital Performance at TotalEnergies. “It’s our anchor. Without it, we’re just navigating on intuition and noise. Data gives us the foundation we need to scale.” 

"Contentsquare enables us to understand what our users are doing on our digital platforms, helping us to provide the best possible solutions."

Kevin Jakubec

Web Analytics & CRO Insights Manager

With Data Connect in place, TotalEnergies implemented 5 key use cases that transformed how they work with data:

1. Integrated data and automated daily business reviews

By extracting data from Contentsquare and integrating it with other solutions, TotalEnergies can analyze it more flexibly. 

Teams used multiple tools, each with its own calculation methodology, but they lacked a unified view. For example, conversion metrics reported in Google Analytics often don't match those in advertising platforms like Adwords, even when tracking the same events. 

“Our objective is to standardize and align these metrics across all platforms to create a coherent, actionable understanding of our data,” shares Kevin.  

Previously, preparing for their daily business review meant manually pulling data from multiple tools—Google Analytics, Contentsquare, media platforms, and sales systems.

 "Before, it was quite time-consuming and labor-intensive to go through the various platforms and data sources," Kevin recalls. "Now that our data is integrated thanks to Data Connect, we save time and have a clear focus to dig into what's not working."

The team also leverages a custom LLM integration (using Gemini) that automatically integrates unified data from Data Connect and generates comprehensive overnight summaries. 

"Every morning, we take 15 minutes to discuss what happened the day before, particularly with our media and sales teams. We have a section generated via LLM at our company, which allows us to automatically cross-reference the various navigation, sales, and CRM data via Data Connect to get an overview and try to get a macro analysis of what happened the day before."

Kevin Jakubec

Web Analytics & CRO Insights Manager

These automated reports are shared directly on Microsoft Teams with stakeholders across product, marketing, sales, and IT—ensuring everyone starts the day aligned.

2. Delivering insights directly into team workflows

Automated daily reports are shared directly on Microsoft Teams with stakeholders across product, marketing, sales, and IT—ensuring everyone starts the day aligned. “By pushing this analysis directly into Microsoft Teams, we completely changed the dynamic,” explains François. 

“It gives everyone the freedom to react at their own pace. People can drop a comment, leave an emoji, and share their views without the pressure of a live meeting. It turns a cold, static report into a living, inclusive conversation.” 

This workflow means TotalEnergies can get insights with real-world context. For example, when electricity contract sales spiked, Contentsquare analysis showed that user experience (UX) pain points had practically vanished. Their KPIs were on track. On paper, it seemed like the team's UX fixes had finally paid off.

But the real story unfolded in Teams.

Gas prices in France had been rising sharply, and TotalEnergies had responded by offering electricity customers a discount at the pump. Customers were so motivated to get that fuel discount that they pushed through any remaining friction in the journey—masking the underlying UX issues entirely.

"The data told us everything was fine. Teams told us the truth," explains François Rommel, Data & Digital Performance Manager at TotalEnergies. "That's the value of combining data from Contentsquare with the human context that only your team can provide."

Without the conversation layer in Teams, the team might have concluded that their UX work was done and moved on—missing the opportunity to resolve issues that were still costing them conversions under normal market conditions.

TotalEnergies is now able to summarize their Teams threads in Microsoft Copilot. It takes the objective, and technical findings from Contentsquare, combining them with the intuitive, human context shared by the team. “It gives us a complete picture so we can take the right action, right away,” shares François. 

“By pushing Contentsquare insights directly into Teams, we replaced intimidating meetings with an open, ongoing conversation. Suddenly, everyone—from senior analysts to junior profiles—can react and share their findings on their own schedule.”

François Rommel

Data & Digital Performance

3. Real-time error detection and sales impact analysis

By combining data from Contentsquare's Error Analysis, which tracks errors, app crashes, and bugs with sales figures, TotalEnergies can now instantly identify when technical issues on their website impact key business metrics like revenue. 

Recently, the team spotted a massive decrease in sales on their site by -14.7% with no major drop in traffic (only down by -2%). 

Further analysis uncovered critical performance issues during the morning peak hours (6:00-10:00 AM), including high loading times, API errors, JavaScript errors, and a surge in rage clicks—all indicators of severe user frustration during their busiest period.

"Experience monitoring helped us identify hourly peaks in the unavailability of some of our services, which explains why, at certain times, we see a drop in sales," says Kevin. 

Contentsquare’s Error Analysis helped the TotalEnergies team track and quantify technical issues

The impact was significant because their main acquisition channels—SEO and brand search—were driving qualified, high-intent prospects directly into this broken experience. Essentially, they were paying to acquire customers with competitive offers, only to lose them due to poor site performance at the moment of conversion.

To fix the issue, they coordinated with the technical team, sharing an automated report with an action plan via Microsoft Teams to ensure cross-functional alignment.

This new workflow has increased the speed to resolution for technical teams, from days to just hours. "Before, we had to dig through sales reports or the hourly traffic report, try to see what errors might have been made. But now, we can easily see if a technical issue has directly impacted a drop in sales during the same time slot,” says Kevin. 

4. Cross-team visibility and seamless reporting 

Data Connect transformed how TotalEnergies teams collaborate. 

IT teams, who previously received hundreds of generic error alerts, now have prioritized insights showing which technical issues have the greatest business impact. Product teams can validate feature performance. Marketing and sales teams understand how user experience affects conversion. 

This shared visibility has elevated experience data to executive leadership, creating accountability for digital performance across the organization.

"The main advantage of Data Connect is being able to speak the same language. We’re able to produce reports that are readable, understandable, and simplified for everyone."

Kevin Jakubec

Web Analytics & CRO Insights Manager

5. Predictive churn and customer lifecycle analysis

TotalEnergies is now building on their Data Connect foundation to power more advanced use cases. By combining frustration scores, engagement metrics, and behavioral patterns with CRM data, they're developing models to predict and prevent customer churn.

They're also exploring how to correlate NPS scores, app reviews, and behavioral data to create a more complete picture of customer satisfaction.

The results

Data Connect has delivered measurable improvements across TotalEnergies' operations:

• Better leadership alignment: experience data now reaches top management, creating shared accountability for digital performance and enabling faster, more informed decision-making

• Faster problem identification: technical issues are identified and prioritized based on business impact, not just alert volume

• Significant time savings: the team no longer needs to manually wrangle data from multiple sources, eliminating hours of manual data preparation 

• Enhanced data democratization: product, marketing, sales, relationship marketing, and IT teams all benefit from consistent, accessible insights—without needing to master BigQuery or multiple analytics platforms.

• Faster, more confident decisions: by surfacing Contentsquare insights directly in Microsoft Teams and CoPilot, TotalEnergies teams get the full picture where they already work—adding the human context that data alone can't capture and catching misleading signals before they lead to the wrong conclusions.

“Data Connect turns complex data from multiple sources into unified, actionable insights that provide direction for the overall development of our digital platforms. We no longer need to take a shot in the dark and can make smarter, more informed decisions."

Kevin Jakubec

Web Analytics & CRO Insights Manager