EUROPCAR MOBILITY GROUP: Reinforcing Trust in Data by Harmonizing Tracking and Auditing Collection Processes

CHALLENGE

Reconciling Data and Boost Compliance with Regulation for Collection Practices

Europcar Mobility Group (EMG) is a car rental company operating internationally. Like many businesses, EMG has been steadily collecting data over the past decade. However, heterogeneous practices across brands, websites, apps, and regions made the data collected by the group difficult to reconcile.

To obtain a clearer picture and ensure the conformity of its GA4, AppsFlyer, TMS, and CMP data collection, EMG partnered with fifty-five to lead a thorough audit and build a global corrective plan to reinforce trust in its tracking data.

SOLUTION

Conducting a Comprehensive Audit with Data Experts to Identify Correction Opportunities

fifty-five led in-depth interviews with EGM’s intelligence, e-commerce, CRM, acquisition, and business analytics teams to define an auditing chart for technical and business needs.

Relying on more than a decade of data expertise, we then led a technical audit for each application (GA4, AppsFlyer, TMS, and CMP), as well as a business audit to monitor each of the use cases identified during the interviewing process.

RESULTS

Higher Trust in Data, Regulation Compliance, and Collection Consistency

fifty-five provided EMG with primary conclusions for each audit per brand as well as the detailed auditing chart with all identified correction opportunities. Through this audit, EMG was empowered to:

• harmonize its data collection practices,
• gain higher trust in the data it had collected,
• improve its compliance with regulations,
• and bridge the gap between its business needs and its actual data collection processes.

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