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Algeco, the leader in modular construction, employs 1,000 people and offers flexible, sustainable solutions for all industries. Committed to the energy transition, the company designs functional and aesthetically pleasing buildings that meet the highest standards.
Dékuple, a European family-owned group specializing in cross-channel data marketing since 1972, supports brands in boosting their commercial performance with innovative solutions that combine data, digital tools, and artificial intelligence. Operating in multiple countries, the company has over 1,000 employees and continues to expand internationally.
In this case study, Marie-Alix Roussotte, Director of Communications and Digital Marketing at Algeco, and Pierre Gosset, Head of Analytics, Data & CRO at Dékuple, share their experience using Didomi and Addingwell solutions and the results they achieved.
Challenge: Enhancing data collection while ensuring GDPR compliance
Amidst changes in the ecosystem, Algeco faced a dual challenge: improving the quality of its data collection while maintaining strict compliance with the GDPR and new browser restrictions.
This task became increasingly complex with the emergence of new technical and legal constraints, which rendered their in-house CMP obsolete and difficult to adapt. The company was experiencing significant data loss, a decline in consent rates, fewer conversions being tracked in Google Ads, more complex lead attribution, and technical limitations caused by ITP (Intelligent Tracking Prevention), ad blockers, and consent refusals.
Under these conditions, up to 60% of conversions were not being tracked, jeopardizing the effectiveness of marketing campaigns and the accuracy of performance measurement.
To address this, Algeco implemented our Consent Management Platform on their website and migrated their main tags to a server-side environment using Addingwell, with the entire project managed by the Dékuple agency.
Solution: A data overhaul for better performance, powered by the Didomi and Addingwell alliance
To meet these challenges, Algeco implemented a consent-centric data strategy. The Didomi solution was rolled out to ensure transparent and compliant consent collection, in line with guidelines from the French data protection authority (CNIL).
A few months later, Algeco strengthened its setup by adopting Addingwell’s server-side infrastructure, enabling data from key tags (Analytics, Ads, LinkedIn, etc.) to be routed through an internally controlled server. This approach significantly reduced data loss while extending, stabilizing, and standardizing the lifespan of consent cookies, ultimately improving the reliability of marketing attribution models.
Integrating Didomi allowed us to clarify consent management for our visitors while achieving a higher opt-in rate.
Combined with the move to a server-side setup using Addingwell, it enabled us to improve the reliability of our data and gain a clearer understanding of our campaigns’ actual performance
- Marie-Alix Roussotte, Director of Communications and Digital Marketing at Algeco
The Dékuple agency managed the entire project end-to-end, including audit, technical integration, synchronization between Didomi and Addingwell, and tag migration. Thanks to this support, the implementation was carried out quickly and smoothly, with no disruption to tracking. The main tags were migrated server-side in under a month.
Results: An 8-point increase in opt-in rate and 11% more conversions
Thanks to the implementation of the Didomi CMP and the server-side migration orchestrated by Dékuple, Algeco observed significant results.
The opt-in rate increased from 56% to 64%, driven by a clearer banner fully in line with recommendations from the CNIL. This improvement in consent collection had a direct impact on marketing performance, with an 11% increase in conversions measured in Google Ads compared to traditional client-side tagging.
Additionally, the server-side tag migration significantly reduced data loss on Safari, which is often impacted by ITP restrictions. Finally, the reduction in third-party scripts helped improve the website loading speed, delivering a smoother and more efficient user experience.
With Didomi’s recent acquisition of Addingwell, new opportunities are emerging for deeper integration between consent management and server-side tracking. In the future, businesses will be able to manage data collection and activation from a single interface, combining consent compliance, technical robustness, and marketing performance.
The project led by Algeco is a concrete example of this vision coming to life, made possible by the right technological solutions and expert support throughout the process. To learn more about Didomi and Addingwell solutions, get in touch with our experts:
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