.svg)
Created in 2013, OUIGO, a brand of SNCF Voyageurs, aims to make train travel accessible to everyone through low-cost journeys across France. Entirely digital, the company sells its tickets exclusively through its website and mobile apps, offering a seamless and streamlined experience. Today, OUIGO has 800 employees and has already transported more than 140 million passengers.
Founded in 2018, Yuri & Neil is a digital marketing agency (SEO, Paid Media, Data, CRM, Content, Branding, Creative, Social Media, Generative AI, GEO, Training, Recruitment) that acts as a co-pilot for marketing teams. Its 120 consultants support more than 300 clients daily on both strategic and operational challenges. The agency also develops proprietary tools to help optimize data and workflows. Yuri & Neil integrates directly with client teams, functioning as an extension capable of accelerating transformation and delivering tailored solutions.
Simon Daudonnet-Dervieux, Analytics Consultant at Yuri & Neil, and Elisabeth Grandclément, Digital Project Manager at OUIGO, share their experience using Didomi and Addingwell by Didomi.
Challenge: Optimizing data collection and activation in a 100% compliant environment
As part of SNCF Voyageurs, OUIGO operates within a strict regulatory landscape, where transparency and compliance are top priorities. The main challenge was to strike the right balance between marketing performance and user privacy, collecting meaningful data to optimize customer journeys while remaining fully compliant with the CNIL and GDPR requirements.
OUIGO faced several limitations with its previous consent management solution: a banner that was not user-friendly, a suboptimal UX, and loss of exploitable data, all of which directly impacted marketing performance.
Working closely with Simon from Yuri & Neil, OUIGO chose Didomi to reshape its CMP with three main objectives: improve the opt-in rate, personalize the banner for greater clarity and ensure reliable data collection in a fully compliant framework.
Beyond performance, we were looking for a partner capable of supporting us daily. Simon does an exceptional job, but we needed a solution that remained present, responsive, and close to our teams. Based on Simon’s feedback and insights from other colleagues, we knew Didomi would offer that level of support and proximity.
- Elisabeth Grandclément, Digital Project Manager at OUIGO
Finally, deploying a server-side tracking solution with Addingwell aligned with OUIGO’s ambition to reinforce long-term first-party data control in a market where third-party cookies are disappearing.
Solution: Combining Didomi and Addingwell to enhance consent management and strengthen data reliability
The decision to combine Didomi and Addingwell naturally emerged as OUIGO was scaling its data and privacy initiatives.
Didomi was first adopted to overhaul consent management and improve the performance of the cookie banner, providing a clear, compliant, and user-experience-driven solution. A few months later, Addingwell strengthened the ecosystem with a server-side approach, ensuring more reliable and better-controlled data collection.
As a consultant, I conducted a full benchmark to compare performance, features, and ease of use of each tool. We tested several configurations with other clients, but the Didomi–Addingwell pairing proved particularly relevant for OUIGO, which was looking for a high-performing and reliable solution supported by strong technical expertise.
- Simon Daudonnet-Dervieux, Analytics Consultant at Yuri & Neil
A smooth implementation and continuous optimization
Didomi was implemented quickly and without friction. Configured directly in code for better performance, the solution was deployed across four websites and two mobile apps, supported by a full audit of vendors and trackers to ensure complete transparency.
As part of a continuous improvement approach, OUIGO and Yuri & Neil carried out several A/B tests to enhance the UX, moving from a bottom banner to a more engaging pop-in format, along with UX adjustments designed to streamline the user journey and encourage decision-making.
The interface is extremely intuitive, everything is clear, step by step. Unlike other solutions, you don’t waste time figuring out where to modify something. It’s easy to use, but also powerful enough to support advanced customization and a robust consent strategy.
- Simon Daudonnet-Dervieux, Analytics Consultant at Yuri & Neil
OUIGO is now working on a more identity-driven banner, integrating its brand creative codes to turn this mandatory step into a true entry point of the user experience.
A few months after Didomi, OUIGO integrated Addingwell to strengthen server-side data collection and ensure first-party data reliability.
The technical implementation included:
- Migration of 10 solutions and over 200 tags to the server
- Implementation of custom conversion values by destination, ensuring that media campaigns (Google Ads, Meta, TikTok) align with business priorities
- Deployment of a sovereign, fully managed infrastructure with continuous monitoring
- Close collaboration between Yuri & Neil, Addingwell, and OUIGO’s internal teams
Beyond the technical setup, OUIGO benefits from regular check-ins and highly responsive support, essential in a rapidly evolving regulatory context.
Thus, the combination of Didomi and Addingwell enabled OUIGO to benefit from a complete ecosystem, pairing optimized consent management with controlled server-side data collection, while relying on high-quality human and technical support.
Results: +20% opt-in and improved user experience
Thanks to the work of the OUIGO and Yuri & Neil teams, combining successive A/B tests with continuous user experience optimization, the performance of the consent banner improved significantly.
The no-choice rate dropped from 36% to 24%, a decrease of 12 points, while the acceptance rate increased by 15%, resulting in an overall 20% rise in the opt-in rate. These improvements allowed OUIGO to exceed the market average in the transportation and travel sector.
Since switching to Didomi, we have significantly increased the volume of exploitable data while remaining fully compliant. Our tests helped improve clarity, performance, and user experience all at once.
- Simon Daudonnet-Dervieux, Analytics Consultant at Yuri & Neil
Regarding the transition to server-side tracking, and following the integration of Addingwell, OUIGO observed the following results:
- +15% ROAS on acquisition campaigns
- +8% improvement in Web Core Vitals
- –0.12s reduction in site loading time
Google’s Web Core Vitals, key indicators measuring a site’s speed, interactivity, and visual stability, improved by 8%, reflecting a faster and smoother user experience. This improvement is partly due to the implementation of server-side tracking, but also to broader application-level enhancements carried out in parallel.
OUIGO is now continuing its path toward ongoing improvement in data privacy and responsible data collection
Since the transition, between the performance improvements and the strong support from the Didomi teams, I would recommend the solution without hesitation.
- Elisabeth Grandclément, Digital Project Manager at OUIGO
Among the upcoming initiatives, the deployment of the ACM (Advanced Compliance Monitoring) solution will further strengthen compliance management. In parallel, the team is working on customizing banners based on users’ geographic location. This evolution will be accompanied by a progressive transformation of the banner, which will become a true ‘homepage’ for new visitors, combining brand design with an educational approach.
If you would like to learn more about how Didomi and Addingwell can support your organization with its compliance and performance challenges, feel free to contact us.
{{talk-to-an-expert}}
