fifty-five helps brands to make optimal use of data and technology to
develop more relevant, innovative and effective marketing strategies. Their
team includes specialist digital consultants, and data engineers, as well as experts
in tracking, advertising technology and media – a synergy that enables the data
company to guide the marketing teams of major brands in a variety of sectors
throughout the world.
Jérémie Le Tarnec is fifty-five’s resident expert in Digital Analytics and AT
Internet. Prior to fifty-five, he worked in the digital banking sector
(BforBank) on acquisition, e-merchandising and analytics missions on web
perimeters and mobile applications – putting his expertise at the service of
advertisers. Today, he trains and coaches around 25 fifty-five consultants,
mainly on Analytics and CRO (conversion rate optimisation) projects for some
fifteen clients in the banking, media, retail, tourism and automotive sectors.
His role as a key advisor leads him to regularly exchange with editors of
customers’ analytical solutions, especially AT Internet, to follow product
roadmaps and pass on this knowledge to consultants. In this interview, he
reveals his favourite features in the Analytics Suite!
Which AT Internet functionality is essential in your opinion?
I’d say Explorer, because that’s the entry point for operational
data management. It is the first tool used by fifty-five experts when they
start an assignment with a client using AT Internet. With Explorer, they
have quick and easy access to key metrics of digital business and a macro view
of web data and mobile applications. It is a first level of granularity on the
global audience, content, and traffic sources, while providing contextualisation
of the data.
The other interesting aspect of Explorer is that it responds to very
specific issues. In the tourism sector, for example, monitoring cross-sell
performance through self-promotion of a product is very simple. It is easy to obtain
metrics such as clicks, impressions and cross-sell conversions. To give another
example – the analysis of the internal search engine makes it possible to easily
find the keywords typed by visitors on a website and quickly identify possible flaws
and areas for improvement in a product or service.
The Navigation module is also very relevant for advertisers – who
are often looking to follow the navigational routes and analyse all the steps
in the visitor’s journey following the home page entry point. Now it is
possible to accurately and easily identify throughput rates and leakage points.
Some of our customers ask for user retention analyses, especially those
whose business is very app centric. For example, you can find out how many
people use an application after it has been downloaded from an app store.
Thanks to Explorer‘s user-centric analyses, it is possible to analyse
this with retention models. AT Internet allows them to reconcile visitor-specific
paths between app and web with a comprehensive view of the cross-device and
cross-assets part (based on identified visitors). I’m thinking in
particular of the Venn diagram visualisation, which is very useful for our
teams, who can easily import them into presentations.
Another major plus for Explorer is the speed and efficiency of
running reports and analyses in an interface that gives almost immediate access
to data, without getting lost in too much depth of analysis, a problem you can
encounter with other analytics providers.
Which tool is particularly suited to advanced data mining?
We mainly use Data Query, the complementary component of Explorer.
Its use requires some training, but it is the tool that, in my opinion, makes
AT Internet’s Analytics Suite a standout solution! It is reserved for
certified users who are familiar with the world of AT Internet and fully
understand the nomenclature of sites, dimensions and metrics of the product.
For example, for a client in the media industry, we used Data Query
to measure the performance of video content through A/B testing to optimise the
user experience. To quantify our tests, we make direct use the AT Internet
solution where we recover all the performance of the variants using native
connectors (reference to Kameleoon). Once in the query tool, the test
data can be cross-referenced or associated with a wide range of custom indicators
(e.g. conversion rate, click rate, read rate) and thus obtain a true
multidimensional analysis to determine the winning variant.
To take another example from the banking sector – Data Query is used
for the analysis of complex paths. For issues relating to the subscription of
100% online banking products, the tool enables all points of contact to be
reconciled, even when there has been a break in the process: application to
open an account on the site, return of supporting documents… In other words,
many steps that are suspended and performed at different times. The coherence
of this type of analysis requires of course a reliable collection, with the
presence of a unique identifier (order id or id of an identified visitor).
Data Query is also used as a query tool for dashboarding. In
practice, different datasets can be created in the tool and exported via APIs
to dashboards or data visualisation tools.
How does AT Internet’s solution meet very specific business needs?
Analytics has become more democratic in recent years. We can see this at
fifty-five because we are receiving an increasing number of requests for
training in analytics from cross-functional professions such as product owners,
product managers, e-commerce managers, acquisition managers in the media sector
and even decision-makers (C-Level). All sectors are in demand, whether they are
pure players or traditional players whose main activity is offline.
To address this, we use AT Internet’s dashboard tool, whose dataset editor
was redesigned and improved last year. It offers the various data user
businesses a type of visual and graphic information that is well suited to the
need for simple reading and understanding of the data. This data visualisation
tool allows them to easily retrieve analyses without spending too much time on
it. Once dashboards are created, our experts can contextualise multi-site data,
structure and prioritise information and share it easily. The degree of customisation
is also very advanced, there are a multitude of representations and themes that
produce their effect when the dashboards are delivered to the customers. For
example, a Product Owner will be able to consult the KPIs of the throughput or
click rates of their insurance simulators every morning, to prioritise the
features to be developed or optimised in their product, without having to
connect to the AT Internet interfaces.
To sum up, I would say that it
is the ideal training tool for non-analytical profiles who want to follow
specific KPIs adapted to the complexity of their business on user-friendly
dashboards
Among the latest Data Science-oriented innovations, which one stands out for you?
At the end of October, I had the opportunity to test the AXON insights
prediction module on anomaly detection and contribution analysis. I was very
impressed by the power and value provided by this feature based on machine
learning algorithms.
Simply put, the module makes it possible in almost a single click to see
where a decrease or increase in traffic considered as an anomaly comes from.
The system automatically finds and identifies the exact page affected by the
data variation. The time savings are enormous because it cuts out tedious
investigative tasks. Customers, even without analytical expertise, are also
able to find and explain possible problems themselves. At a media client analysing
video content, for example, we had identified a significant drop of 15,000
visits. With a few clicks, the main page affected, and its provider were
identified. Having a global vision of the market for analytical solutions, I
can say that it is the most complete in the field of machine learning. And
that’s a view shared by the other employees of the agency.
Anything to add?
Last year, the AT Internet team came to present us with the product roadmap, and I must say that their commitments have been kept and even exceeded in terms of development and respect of the schedule, notably thanks to the latest releases [Data Query 3 and AXON]. Our teams are satisfied with the product, and it’s really nice to see that a French solution offers such a complete analytical offer. Our expectations are now all the greater as the user experience has become more complex over the years. And following the recent announcements made at the Digital Analytics Forum, we are looking forward to the next developments around segmentation and custom metrics!
fifty-five helps brands make optimal use of data and technology to develop more relevant, innovative and effective marketing strategies. Strategy consulting, data architecture, media consulting, customer experience… The complementary nature of its expertise enables it to guide more than 200 prestigious brands in a multitude of sectors. Founded in Paris in 2010 by former Google Europe executives, the company has quickly established itself as a pioneer in data consulting, and today has more than 250 employees in Paris, London, Shanghai, New York, Hong Kong, Geneva, Shenzhen and Taipei. fifty-five is part of You & Mr Jones the world’s largest Brandtech™ group.
