Naturgy’s Digital Acceleration Boosts Sales and Lead Generation

Naturgy, a leading Spanish multinational in the supply of electricity, gas, and renewable energies, faced a significant challenge in evolving their customer acquisition cycle. Although the process of contracting energy services typically begins digitally, most new contracts concluded in the call center. Naturgy needed to create end-to-end traceability to identify the best actions and optimize its business through data-driven decision-making.

To address this challenge, we implemented a comprehensive digital acceleration program for Naturgy:

1. Unified Data Source: We consolidated all data into a single “Source of Truth” to generate actionable insights and optimize campaign traffic acquisition.
2. Enhanced User Experience: By employing a test and learn strategy, we improved the user experience throughout the funnel with dynamic personalized landing pages to maximize conversions.
3. Data Integration: We integrated online and offline data sources using the Google Marketing Platform (GMP) suite, ensuring robust data collection through GA4 integration, Consent Mode, and Enhanced Conversions.
4. Traceability and Audience Creation: Utilizing Google Cloud Platform (GCP) and GMP, we consolidated traceability and created audiences with GMP and first-party (1P) data.
5. Personalization and Optimization: We personalized the user experience with dynamic landing pages and developed funnel testing to optimize conversions. Activities were monitored through data visualization, allowing the Naturgy team to analyze and optimize performance.

The integration of Naturgy’s technologies with Google and CSA, along with the leadership of a talented and committed multidisciplinary team focused on data-driven decisions and results, led to significant business improvements: