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

Digital Intelligence Solutions

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

Digital Intelligence Solutions

GUIDANCE & SUPPORT RESULTS

CONFIRMED

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

Digital Intelligence Solutions

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@atinternet.com

Fai-Keung Ng

Group Country Manager, SEA

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