With more than 110 million visits per month on desktop, mobile web and applications, French newspaper Le Parisien has a very strong digital presence. It’s business model is based on paid reader subscriptions and affiliation partnerships.
With the aim of leveraging its data analytics as quickly as possible, the Audience team has put in place a streamlined and efficient analysis strategy.
Challenges: data democratisation, editorial optimisation and SEO
The Audience team at Le Parisien has both a central and cross-functional role, working with all the Product, Subscription and Editorial teams. In particular, they support Web Analytics, SEO actions and the entire traffic acquisition strategy. They have to respond on a daily basis to large flows of requests from ‘business’ audiences who are not necessarily familiar with interpreting data analysis.
There are a range of analytical challenges:
- Establishing a data-driven governance mode
- Optimising the ergonomics and reading experience of the LeParisien.fr website
- Positioning themselves as strongly as possible on search engines
The results
The Audience team was able to leverage the analytics data very quickly. The main challenge was to optimise the time spent on applications to avoid a bottleneck effect.
The solution was to open access to the data by producing daily reports in the form of dashboards. They are specific to each business team (subscription, editorial, product, business development) and provide many advantages:
- No need to create a user account for each recipient
- No knowledge of the tagging scheme required to interpret the data
- Better readability and understanding of results
- The entire scope of analysis is covered (3 sites and devices)
The Audience team also uses AT Internet’s solution as a powerful tool for optimising UX. Their aim is to analyse the entirety of the navigation to optimise the positioning of the blocks of content on a page and to make relevant editorial choices.
To find out more about the actions carried out and discover the results obtained in terms of SEO, download the case study for free!
