Conquering The Digital Shift With Data

Digital Intelligence Solutions

CONQUERING THE DIGITAL

SHIFT WITH DATA

Thursday, August 13


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


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


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%


OUR COMPANYOUR CLIENTS ARE MARKET LEADERS

TRAVELE-COMMERCEFINANCE GOVERNMENTINDUSTRYMEDIA


OUR COMPANYEXPERIENCED IN SOUTHEAST ASIA


OUR COMPANY


LAGARDERE ACTIVE & DIGITALOUR CLIENT’S JOURNEY OF DIGITAL TRANSFORMATION


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 GOVERNANCE &

DATA DEMOCRATIZATION


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.


UNIFIED MEASUREMENT ON A SINGLE

PLATFORM BECOME CRUCIAL

50TABLET APPS

35 WEBSITES

100

MO

BIL

E A

PP

S

Cross-Platform


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


ALIGNED DATA ACROSS MULTIPLE

SYSTEMS

TOP

SITES

REPORTING

CMS

…

…

…

…

API Data distributed in real

time via AT Internet’s APIEDITORIAL

DASHBOARD


DATA DRIVEN CONTENT CREATION

OPTIMIZATION


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.


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


GLOBAL SITE AND ARTICLE

PERFORMANCE FOR JOURNALISTS

Within the content production toolCMS

Dashboard fed in real time with AT

Internet dataAPI


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


OPTIMIZING VERSIONS


OPTIMIZING HOT TRAFFIC


GUIDANCE & SUPPORT RESULTS

CONFIRMED

Results from July 2014 YoY: +1M visits from Google News


THINK BEYOND THE OBVIOUS


A COMMON WAY TO INCREASE

AD YIELD

Advertisers

Audience profiles


IT ALSO CREATED PROBLEMS

Advertisers

Audience profiles

.

.

.


SMART USE OF 1ST PARTY CONTEXT

DATA GAVE LAGARDERE EDGE

Advertisers

API

Beauty & Care

Fashion

Entertainment

Finance

Health

Home & Garden

.

.

.

Context


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


[email protected]

Fai-Keung Ng

Group Country Manager, SEA

Visit our blog: blog.atinternet.com Follow us on Twitter: @AT_Internet

Conquering The Digital Shift With Data

Data & Analytics

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