Optimal Ways
Optimal Ways is a French digital analytics and optimization consulting firm (founded 2011, Lille) that delivers audit, implementation, dashboard, optimization, governance, and training services to 40+ ecommerce and retail brands — including Decathlon, Leroy Merlin, Kiabi, and Dior — across France, Europe, North America, and Asia in French and English.
- Company typePrivate
- Founded2011
- HeadquartersWasquehal, France
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Optimal Ways does
Optimal Ways SAS is a France-based digital analytics and optimization consulting firm founded in September 2011 by Nicolas Malo in Lille. The company operates with a core team of approximately ten consultants supported by a global expert and partner network, and runs two offices — headquarters at 55 Rue de Luxembourg in Lille (Flex-O Gare Lille Europe) and a Paris office at 69 Boulevard Haussmann, 75008. Optimal Ways specializes in helping ecommerce and retail organizations collect, analyze, and activate their data to pilot performance, optimize customer journeys, and automate reporting. Service lines span audit, implementation, dashboards, optimization, governance, and long-term client accompagnement, with bilingual (French/English) delivery. The firm is a certified partner of major analytics platforms — Google (Google Analytics 4), Adobe (Adobe Analytics), Piano (Piano Analytics), and Contentsquare — and implements hybrid App + Web tracking models with an internally developed "Maturity Model" approach tailored to each client's data maturity.
The company's go-to-market is sales-led, B2B professional services delivered through dedicated consulting managers and specialized consultants. Engagements are quoted project-by-project and structured as multi-year contracts. Disclosed pricing is not public. The training arm, Optimal Ways Academy (launched within the broader firm and Qualiopi certified since February 2021, after Datadock certification in 2017), offers courses on Google Analytics, Piano Analytics, Adobe Analytics, and ecommerce analysis — available in-person and remote, in French and English, and eligible for Opco funding. The customer base includes 40+ named brands such as Decathlon, Leroy Merlin, Kiabi, Cultura, Dior, Furet du Nord, Nature & Découvertes, RougeGorge, Brady Corporation, and others, with engagement spanning France, Europe, North America, and Asia. The firm operates as a SAS with €25,500 share capital, is founder-owned (no external investors disclosed), and carries B Corp certification (2024) and 1% for the Planet membership (2021). Strategic positioning includes involvement in the Universal Commerce Protocol (UCP), an open standard for AI-agent-readable commerce interoperability announced January 2026 with first integrations live March 2026 alongside Google, Walmart, Carrefour, Shopify, and Zalando.
Optimal Ways firmographics
Firmographics- Name
- Optimal Ways
- Legal name
- Optimal Ways SAS
- Website
- https://optimalways.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Optimal Ways is a French digital analytics and optimization consulting firm (founded 2011, Lille) that delivers audit, implementation, dashboard, optimization, governance, and training services to 40+ ecommerce and retail brands — including Decathlon, Leroy Merlin, Kiabi, and Dior — across France, Europe, North America, and Asia in French and English.
- Ownership category
- akta.pro rank
Optimal Ways industry classification
Industry- Product category
- Digital Analytics Consulting
- NAICS
- Custom Computer Programming Services (541511), Computer Systems Design Services (541512)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Programming Services (7371), Services-Management Services (8741)
- akta.pro primary industry
- Enterprise Application Reporting, BI & Analytics Enablement (BPAEAGAK)
- akta.pro secondary industries
- Marketing Automation Platforms & Services (BPAFAFAC), SEO Analytics, Reporting & Attribution (KPIs, Dashboards, Forecasting) (BPAFAJAI)
Keywords
Where Optimal Ways is headquartered
LocationHeadquarters
- HQ city
- Wasquehal
- HQ country
- France
- HQ region
- Europe
Offices2 records
Markets served
Optimal Ways business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Consulting Services: Professional consulting services for digital analytics including audit, implementation, dashboards, optimization, and governance for ecommerce teams. Provided through ongoing client engagements with dedicated consulting managers.
- Training Services (Optimal Ways Academy): Training courses on digital analytics solutions offered in-person and remotely, in French and English. Training organization is Qualiopi certified and eligible for Opco funding.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom consulting engagements |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Optimal Ways product offering
Product offeringCore offering
Optimal Ways provides professional services to ecommerce and retail organizations covering digital analytics audit, tracking implementation, dashboards, optimization, governance, and ongoing support. It also runs Optimal Ways Academy, a Qualiopi-certified training organization delivering courses on Google Analytics, Piano Analytics, Adobe Analytics, and ecommerce analysis in French and English, in-person and remotely.
Differentiator
Problem solved
Functional benefit
Brands
- Optimal Ways Academy: Training organization specialized in Digital Analytics for ecommerce teams, offering courses on Google Analytics, Piano Analytics, Adobe Analytics, and ecommerce analysis. Qualiopi certified with training eligible for Opco funding.
Products and services
- Accompagnement (Ongoing Consulting Support) Day-to-day expert support from Optimal Ways' consulting managers to help ecommerce teams pilot and continuously optimize digital performance on their sites and apps.
- Implémentation (Tracking Implementation) Implementation of accurate digital tracking (including hybrid App + Web models) across analytics platforms to maximize marketing campaign effectiveness for ecommerce businesses.
- Optimisation (Conversion Optimization) Detection and execution of concrete improvements to enrich customer journeys and increase ecommerce conversion rates using data-driven insights.
- Audit (Data Reliability Audit) Identification of data anomalies and reinforcement of data reliability so ecommerce teams can make informed, evidence-based business decisions.
- Tableaux de bord (Dashboards) Design and delivery of dashboards giving ecommerce teams simple, fast access to clear, relevant and immediately actionable data.
- Gouvernance (Analytics Governance & RGPD/CNIL Compliance) Analytics governance service ensuring CNIL/RGPD compliance of digital tools and alignment of KPIs with ecommerce strategy for retail organizations.
- Optimal Ways Academy (Training Programs) Qualiopi-certified training organization specialized in Digital Analytics for ecommerce teams, offering courses on Google Analytics, Piano Analytics, Adobe Analytics and ecommerce analysis, delivered in-person and remotely in French and English and eligible for Opco funding.
Companies that use Optimal Ways
Customer profileNamed customers11 records
Segments2 records
Ideal customer profiles2 records
Optimal Ways technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Optimal Ways partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- FourseedscoreLille-based colleague and partner for retail performance events. Co-organized first retail performance morning session with ShopiShopa and COD4IS.
- ShopiShopaminorPartner in retail performance morning event co-organization.
- COD4ISminorPartner in retail performance morning event co-organization.
- PianocoreOfficial partner of Piano Analytics. Attends Piano Academy and Partner Piano Breakfast events. Provides training on Piano Analytics solution.
- La Retail TechcoreActive participant and exhibitor at Retail Tech Thursdays events. Co-organized NRF Europe Startup Hub with 60+ startups from 15 countries.
- ContentsquarecorePartner for digital experience events. Provides training on Contentsquare solution. Co-hosts Retail Contentsquare breakfast events.
- GooglecoreProvides training on Google Analytics 4 (GA4). Official participant in NRF events where Google announced Universal Commerce Protocol partnership.
- AdobecoreProvides training on Adobe Analytics. Active participant in Adobe Club Data events.
Scale indicators4 records
Recent moves10 records
Expansion highlights5 records
Optimal Ways competitors and assessment
Company assessmentBroad incumbents
- Capgemini Invent: Digital innovation and consulting arm of Capgemini addressing retail data, analytics and customer experience — competes with Optimal Ways for large enterprise analytics engagements as a broad incumbent rather than a niche specialist.
- Artefact: Global data and AI consulting firm with French roots serving large retailers on analytics, marketing data and AI — overlaps with Optimal Ways on retail analytics implementations but at significantly larger scale and broader service portfolio.
- Devoteam: European IT and digital transformation consultancy with strong Google Cloud and Adobe partnerships; competes with Optimal Ways for analytics and martech implementation projects but across a much broader industry and service portfolio.
- Jellyfish: Global digital marketing agency with a Brand Performance and analytics practice; overlaps with Optimal Ways on GA4/Adobe analytics and reporting for retail/ecommerce but at a much larger and broader scale.
- Dept: Global digital agency with a dedicated data and analytics practice; competes with Optimal Ways for analytics and CRO engagements with European retail/ecommerce brands but as part of a much broader creative-tech portfolio.
- Accenture Song: Digital services arm of Accenture competing for large retail transformation mandates that include analytics, martech and personalization work — overlapping with Optimal Ways' sweet spot at the upper end of enterprise clients.
Direct peers
- Converteo: Paris-based digital analytics and performance marketing consultancy serving retail and ecommerce clients across France — overlaps directly with Optimal Ways on GA4, Piano and Adobe Analytics implementations and dashboards.
- fifty-five: Paris-based data marketing consultancy (part of The Brandtech Group) specializing in Google Marketing Platform, GA4, cloud data and analytics — directly comparable service mix and client profile for European retail/ecommerce.
- Eskimoz: French digital marketing and SEO/analytics agency with comparable mid-market retailer and ecommerce client base; competes for similar GA4/digital analytics implementation mandates in France.
Emerging players
- Croud: Digital marketing and analytics agency operating across Google, Adobe and Piano ecosystems; an emerging competitor for European retail analytics engagements of comparable size to Optimal Ways' projects.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Optimal Ways social profiles
Digital presenceOptimal Ways financial estimates
Financial estimateRevenue estimate
Valuation estimate
Optimal Ways leadership team
Management profileNumber of profiles
Profiles1 record
Optimal Ways funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Optimal Ways M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Optimal Ways
What does Optimal Ways do?
Optimal Ways provides professional services to ecommerce and retail organizations covering digital analytics audit, tracking implementation, dashboards, optimization, governance, and ongoing support. It also runs Optimal Ways Academy, a Qualiopi-certified training organization delivering courses on Google Analytics, Piano Analytics, Adobe Analytics, and ecommerce analysis in French and English, in-person and remotely.
Is Optimal Ways a public or private company?
Optimal Ways is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Optimal Ways founded?
Optimal Ways was founded in 2011. It employs 1 to 10 people.
Where is Optimal Ways based?
Optimal Ways is headquartered in Wasquehal, France, in the Europe region.
How does Optimal Ways make money?
Two revenue lines are on record. Consulting Services are the primary driver. The others are training Services (Optimal Ways Academy).
Who are Optimal Ways's main competitors?
Broad incumbents on record are Capgemini Invent, Artefact, Devoteam, Jellyfish, Dept and Accenture Song. Direct peers are Converteo, fifty-five and Eskimoz. Croud is listed as an emerging player.
Does Optimal Ways have an API?
No public API is recorded for Optimal Ways.
What industry is Optimal Ways in?
Optimal Ways's product category is Digital Analytics Consulting. Its primary akta.pro industry code is BPAEAGAK, Enterprise Application Reporting, BI & Analytics Enablement, with a secondary code of BPAFAFAC, Marketing Automation Platforms & Services. Its NAICS code is 541511 and its SIC code is 7370.