Entering its 11th year, the illustrious Digital Analytics Forum (DAF) once again showed why it’s one of the top European analytics events. The event was held on the 14th November in the prestigious Pavillon Vendôme in the heart of Paris and gathered more than 400 analytics professionals and specialists. With a vast range of international guests, from analysts to marketers and business users across different sectors, the event allowed participants to learn more about the latest features in the Analytics Suite. As well as varied presentations showcasing our leading-edge innovations, it also allowed guests to gain new perspectives on their daily work and network with industry peers. AT Internet’s partners also held workshops to guide them and demonstrate the plethora of ways they can provide added value.
As ever,
there was a large dose of AT vibe to accompany the event with a cocktail
networking lunch and action-packed Wine Casino & Grand Crus wine tasting to
round off the day.
Mathieu Llorens’ keynote – the urgency of rebuilding trust
Access to information
has accelerated at an exponential rate over the last 25 years with the IT and
Internet revolution. However, the rise in fake news has plagued the internet in
recent years. Labelled as the perfect drug, fake news is ubiquitous and
becoming increasingly impossible to detect.
Today’s tech giants are the biggest traffickers of fake news… and their actions are driven by maximising profit as opposed to spreading the truth. This has led to the paradox of the modern era: “We have never had access to so much information… and we have never had so little confidence in the information we receive.”
Fake news has also undermined the credibility of the media industry with public distrust at an all-time low. Digital marketing should make it possible for companies to be more customer-centric, and better target audiences with more personalised and less intrusive messages. However, although the media industry may promote long-term relationships on the surface, it is preoccupied with short term hyper-growth and the ultra-fast acquisition of traffic, users, audience and profit.
Likewise, the responsible
use of Data is continually being eroded. Despite promising international
regulations such as the GDPR, CCPA and LGPD, there are still considerable
issues with 3rd party cookies, the privacy approach of the major
browsers, lack of compliance with regulatory bodies such as the CNIL, increased
ad blocker usage, fines and widespread brand damage.
AT Internet offers a
range of technical and methodological solutions to guarantee data quality while
respecting the privacy of individuals and the European regulations – thanks to
ongoing discussions with the major privacy-related institutions.
The main priority is
to have clear and transparent consent across the board.
In order to nurture
data trust, it is also important to keep in mind the three main pillars:
- Purpose – why do I collect data? What is the service I’m offering? What
is the value of the service? - Reliability – solid GDPR-compliant practices are key to building
confidence - Transparency – it’s vital to explain clearly what you do with your data
Minimisation is the next step for the world of web analysis –
saving time, money, and energy for everyone – with the aim of focussing on real
value. AT Internet promotes a quality-focussed approach that consists of
collecting better rather than collecting more by focusing on the data that can
really be activated. Minimisation also increases your economic efficiency:
building on the relationship of trust that is the basis of any sustainable
profitable business.
“The main drivers of
the future will be Efficiency, Privacy, Profitability and Sustainability”
Mathieu concluded by
stating that there is an urgent need to rebuild trust in brands, science, and
reference media, and we all have our share of responsibility. The world needs
to address the whimsical approach taken to data and objective truth and emerge
from our currently toxic information environment. We should instead strive for
the economic, technical and political benefits that modern tech should rightfully
bestow.
The Analytics Suite moves into the fast
lane
Next up was our Product marketing director and his team who presented AT Internet’s product vision for 2020 and beyond and the upcoming technical (r)evolution! Stay tuned over the coming months for news on our New Data Factory!
AT
Internet’s Explorer has a range of new exciting features that have
been created specifically to save you time. Anomaly detection and Axon Contribution are designed to enable analysts and
business users to rapidly get the most out of their data – allowing them to
devote more time to higher value-added tasks. By applying an algorithm to your
underlying data, it can identify and measure variations that explain unusual
trends. Seamlessly integrated into Explorer, it is designed to save you
time by helping you analyse your data as well as unearthing insights that would
otherwise have gone unnoticed.
For all
users who carry out repetitive tasks on a daily basis, it now gives them the
ability to save the configuration of their analysis as a view and be able to
access them directly in Explorer every time they connect.
In
addition, Navigation now has new features that allow users to start
their analysis of the customer journey from any page of a given site to gain a
stronger overall view of their activity.
Feedback
from the first few weeks of Data Query 3 has been very positive. Several
hundred users were impressed with the high performance of our new engine, with its
new user interface offering an improved user experience.
Thanks to
this brand-new version of our data mining tool, our users can benefit from
advanced features such as:
- unique visitors, deduplicated on long periods, across
several sites - data viz to better understand the datasets
- group-by and count features to manipulate the data
without having to leave to Excel all the time - entirely customisable datasets with no correlation
constraints, and much more to come
Data
Query 3’s new
engine is also a fantastic opportunity to revamp and redesign the Analytics
Suite segmentation feature. After 30 workshops with some of our most
engaged users over the summer, we shared the prototype during the DAF of what
could be the future of the segmentation, with one focus: how can we help you
save time?
Some
features will be released in the next few weeks in Data Query 3 with the
following target scope: segments shared on all sites, sequential segmentation,
event segmentation, unrivalled performance, and far more.
The awards!
This year we held an awards ceremony on a range
of subjects. And the winners were…
- Best New Customer Award – a recognition of comprehensive adoption and onboarding of our solution by a new customer
Didier de Failly / Crédit Agricole
- Range of Usage Award – for the diverse breadth of usage of every aspect of our solution
David Teague @the BBC
Pilar Moreno – Group Centre France
- Data Democratisation Award – for using our solution to maximise access to data across the organisation to all employees
Markus Haque / ZDF
- Best Product Feedback Contributor Award – for the customer who was the most active in providing AT with relevant and valuable solution feedback
Pierre Buffet / Le Monde
Partner workshops and customer success stories
AT boosts Crédit Agricole’s performance
To conclude
the presentations, Nicolas Sanchez and Didier de Failly from
Crédit Agricole talked about their Data-driven approach and deployment
strategy. With data security and protection at the heart of their business model,
they launched a new
tagging plan to homogenise their data collection and tracking on their national
website and 37 regional sites, creating a new customer portal.
Through close accompaniment, AT Internet helped them to harmonise data capture and promote benchmarks, as well as align the main site with tagging of the regional sites. They were also able to anticipate cross-channel Web/Application/Bank agency tracking and create a link between the Data and CRM solutions.
Key success
factors included an improved AT Internet tagging plan, a Tag Management tool
applied to their site, and securing the deployment of NPC via double tagging (IBM
DA + AT Internet).
They also carried
out internal training to improve skills across all Crédit Agricole teams and
enable all staff to get the maximum benefit out of AT Internet’s solution.
L’Équipe – using analytics to fuel efficient
personalisation
Romain
Lhote, head of data marketing at L’Équipe spoke about how they went from using Data
as a dashboarding tool, to genuine activation. By implementing automated
dashboards via AT’s API system, they were able to process the vast amount of
data from their 2.8M daily users and 1.5B page views per month and effectively
democratise it. They subsequently
analysed all user data based on feedback and user behaviour with the aim of
personalising their site and introducing dynamic web content.
By analysing page views on the app and dataflow API calls, L’Équipe could optimise their use of tags and article metadata. They applied scoring to measure which fans were tuning into which sport and were able to view exactly how many articles were read per sport. This led to complete personalisation of the Homepage.
Altice Média – app store optimisation and the
importance of effective onboarding
Last but
not least, Jérôme Perani – Growth & Partnerships VP @ Altice Média, talked
about how they fully optimised their app stores and onboarding process. As a
group with over 1800 employees, 1000+ journalists, and a range of media outlets
including 15 TV channels, it was vital for Altice to improve app visibility
across its stores through enhanced push notifications & in-app message
strategy as well as adopt new tools to accelerate the metrics-action cycle.
He also went into detail about DAU/MAU stickiness (Daily/Monthly Active Users) and how Altice works with AT Internet and its partner connector tools Adjust and Batch to activate the data and optimise their analysis.
In terms of
onboarding, Jérôme emphasised the importance of optimising an app’s first-time
experience with a clear explanation of the value proposal of the app, the collection
of user data consent, registration to push notification services, and avoiding the
display of interstitials during the first session.
Altice’s next challenge is to match the existing world-class apps by implementing a built-in app business intelligence platform.
AT Internet’s partners – expert solutions to
un-silo your data
AT offers
its customers access to our partner ecosystem, and the DAF was a great
opportunity to meet them. They are all experts in their respective fields –
push notifications (Batch), Data viz (Reeport), Data orchestration (Tealium),
traffic identification (Oncrawl), and paywall specialists (Poool) – hosting a
range of workshops in the afternoon. AT Internet would like to thank them for
their valuable participation.
Pavillon Vendôme, AT Internet’s prestigious DAF
arena!
The 2019 DAF was once again held in the secure vault room of one of the most luxurious events spaces in Paris. The food by Potel & Chabot was a smash hit as was the wine for the Bordeaux Grand Crus tasting held in the evening. Some lucky winners also came away with prizes at our Wine Casino! See you at next year’s event!
? BONUS!
