Conquering The Digital Shift With Data
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Transcript of Conquering The Digital Shift With Data
Digital Intelligence Solutions
CONQUERING THE DIGITAL
SHIFT WITH DATA
Thursday, August 13
Digital Intelligence Solutions
AGENDATHE DIGITAL TRANSFORMATION JOURNEY OF LAGARDERE
› Instill of a data governance strategy
› Democratise data for all stakeholders
› Integrate analytics data with your CMS for real-
time editorial decisions
› Measure and optimise content performance
› Smart use of 1st party data to increase ad yield
Digital Intelligence Solutions
YOUR PRESENTER
› 10+ years experience in digital marketing and
analytics
› Worked at Yahoo US and APAC more than 8 years
› Launched Yahoo Sponsored Search in EMEA and
APAC
› Was responsible for Yahoo SEA audience and
sales development
› Have overall responsibility of AT Internet SEA
business
Group Country Manager
AT Internet, Southeast Asia
Digital Intelligence SolutionsDigital Intelligence Solutions
OUR COMPANYA GLOBAL LEADER WITH EUROPEAN ROOTS
4
Digital Intelligence Solutions
OUR COMPANYKEY FIGURES
Years experience in digital analytics
Customers from all sectors
Sites/App measured
Awards won
European certifications
Server calls processed monthly
Customer support satisfaction rate
19
3,800+
400,000+
11
6
100B+
96%
Digital Intelligence Solutions
OUR COMPANYOUR CLIENTS ARE MARKET LEADERS
TRAVELE-COMMERCEFINANCE GOVERNMENTINDUSTRYMEDIA
Digital Intelligence Solutions
OUR COMPANYEXPERIENCED IN SOUTHEAST ASIA
Digital Intelligence Solutions
OUR COMPANY
Digital Intelligence Solutions
LAGARDERE ACTIVE & DIGITALOUR CLIENT’S JOURNEY OF DIGITAL TRANSFORMATION
Digital Intelligence Solutions
A CENTRAL POSITION IN FRENCH MEDIA
MagazinesFrance’s premier mainstream magazine publishing group, with 27 press titles in France
Radio & Television22 radio stations in France and internationally: Europe 1, RFM, Virgin Radio, Radio Zet …
12 themed TV channels worldwide: Canal J, Gulli, June, MCM ….
Audio-visual productionFrance’s #1 audio-visual production company: Lagardère Entertainment
Digital4th-largest media group online, in terms of audience, and 2nd-largest on mobile: LeGuide.com,
BilleReduc.com, Boursier.com, Doctissimo.fr, Elle.fr, Europe1.fr, Public.Fr, Sports.fr ….
Ad space salesFrance’s 3rd-largest ad sales group in terms of gross revenue: Lagardère Publicité
Digital Intelligence Solutions
DIGITAL GOVERNANCE &
DATA DEMOCRATIZATION
Digital Intelligence Solutions
CROSS SCREEN IS THE NEW NORM
50TABLET APPS
35 WEBSITES
100
MO
BIL
E A
PP
S
22%5.3M UVs, or
22% of mobile
users
41%19M UVs, or
41% of Internet
users.
Digital Intelligence Solutions
UNIFIED MEASUREMENT ON A SINGLE
PLATFORM BECOME CRUCIAL
50TABLET APPS
35 WEBSITES
100
MO
BIL
E A
PP
S
Cross-Platform
Digital Intelligence Solutions
UNIFIED MEASUREMENT IN ACTION
2008 - 2012 Q4 2012 Q1 2013 Q2 2013 S2 2013
Negotiation
& roll-out of
AT Internet’s
solution
AT INTERNET ROLL-OUT
ACROSS ALL BRANDS – used to be isolated
ADVANCED GUIDANCE
OF TEAMS
- Editorial
- Marketing
- SEO
ADVANCED USE ON
- Europe 1
- Sports
- Elle
EzMetrics
implemented for
journalists
(internal solution)
eZ Analytic
Digital Intelligence Solutions
ALIGNED DATA ACROSS MULTIPLE
SYSTEMS
TOP
SITES
REPORTING
CMS
…
…
…
…
API Data distributed in real
time via AT Internet’s APIEDITORIAL
DASHBOARD
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DATA DRIVEN CONTENT CREATION
OPTIMIZATION
Digital Intelligence Solutions
INTEGRATE DATA INTO EDITORIAL
PROCESS
START
FINISH
1
2
GUIDANCE & SUPPORTDefine a guidance and training process in-line with
teams’ objectives.
TOOLSRoll-out compatible with teams’ needs.
Digital Intelligence Solutions
TYPICAL GUIDANCE & SUPPORT
1TOOL ROLL-OUT &
SETUP
LENGTH: 2 WEEKS
• Needs are defined
• Implementation
• Setup
• Validation
WHO? DIGITAL ANALYST
2TRAININGS &
GUIDANCE
LENGTH: 6 WEEKS
• Change management
• Training
• Best practices
• Communication
WHO? DIGITAL ANALYST
TARGET MARKETING
SEO
EDITORIAL
8 WEEKS OF SUPPORT
FROM 1 DIGITAL ANALYST
EDITORIAL TEAMS
USE TOOLS
AUTONOMOUSLY
DASHBOARDS
BEST PRACTICES
TEAMS ARE
EMPOWERED
REGARDING THEIR
VARIABLES
Digital Intelligence Solutions
GLOBAL SITE AND ARTICLE
PERFORMANCE FOR JOURNALISTS
Within the content production toolCMS
Dashboard fed in real time with AT
Internet dataAPI
Digital Intelligence Solutions
Page d’édition et de modification d’un contenu au sein du back office de production LA
CMS
Dashboard fed in real time with AT
Internet dataAPI
ARTICLE LEVEL PERFORMANCE OF
EACH JOURNALIST
Digital Intelligence Solutions
OPTIMIZING VERSIONS
Digital Intelligence Solutions
OPTIMIZING HOT TRAFFIC
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GUIDANCE & SUPPORT RESULTS
CONFIRMED
Results from July 2014 YoY: +1M visits from Google News
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THINK BEYOND THE OBVIOUS
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A COMMON WAY TO INCREASE
AD YIELD
Advertisers
Audience profiles
Digital Intelligence Solutions
IT ALSO CREATED PROBLEMS
Advertisers
Audience profiles
.
.
.
Digital Intelligence Solutions
SMART USE OF 1ST PARTY CONTEXT
DATA GAVE LAGARDERE EDGE
Advertisers
API
Beauty & Care
Fashion
Entertainment
Finance
Health
Home & Garden
.
.
.
Context
Digital Intelligence Solutions
RECAP
Instill a data governance strategy
Democratize data for all stakeholders
Integrate analytics data with your CMS platform for real-
time editorial decisions
Measure and optimize content performance
Smart use of analytics to increase ad yield
Digital Intelligence Solutions
Fai-Keung Ng
Group Country Manager, SEA
Visit our blog: blog.atinternet.com Follow us on Twitter: @AT_Internet