how can big data analytics help the media business?
DESCRIPTION
How can big data analytics help the media business?. Mathieu Llorens – CEO – AT Internet Futur Media – June 27th Moscow . AT INTERNET. A DIGITAL Analytics provider since 1997. WEB MOBILE SOCIAL. y ears’ experience employees worldwide customers from all sectors sites measured. - PowerPoint PPT PresentationTRANSCRIPT
Online Intelligence Solutions
HOW CAN BIG DATA ANALYTICS HELP THE MEDIA BUSINESS?
Mathieu Llorens – CEO – AT InternetFutur Media – June 27th Moscow
ONLINE INTELLIGENCE SOLUTIONS© COPYRIGHT 2012
AT INTERNET
WEB
MOBILE
SOCIAL
A DIGITAL ANALYTICS PROVIDER SINCE 1997
17 150+
3,500+ 350,000+
years’ experience
employees worldwide
customers from all sectors
sites measured
ONLINE INTELLIGENCE SOLUTIONS© COPYRIGHT 2012
WRONG PRIORITIES PAGE VIEWS VS VISITOR LOYALTY
STEP 1
Traffic acquisition
STEP 2
Targeting
STEP 3
Overall quality & performance
ONLINE INTELLIGENCE SOLUTIONS© COPYRIGHT 2012
PRIORITIES PAGE VIEWS VS VISITOR LOYALTY
STEP 1
Contentquality &
performance
STEP 2
Ad Targeting STEP 3
Traffic acquisition
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VISITOR LOYALTY FIRST
New data based models: to get the right ads & content in front of the right people
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IMPROVING USABILITY
Click zone and scroll view heatmaps
Page load response time Internal search engine
improvements
E.G. NATIONAL PRESS/FRANCE
Returning visitors (monthly basis) +12% Bounce rate (home page) from 65% to 47%
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MOBILE & APP
Mobile Adserving monitoring Usability: web site on mobile devices Off-line hits on applications
E.G. TV BROADCASTER – GERMANY
Trafic on web/mobile sites via mobile devices: + 25 % Mobile advertising revenue: + 35 %
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RICH MEDIA ANALYSIS
Precise streaming analysis (trailers) Complete view rate
Correlation between complete view rate and box office success
E.G. CINEMA PORTAL – WW
Predictive offer for the film distribution industry. Audience broadcasting platform. New business model!
New Post Roll trailer offer: +20% videos viewed (and invoiced…)
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TO TARGET OR NOT TO TARGET?
A very powerful strength
THE TWO SIDES OF THE FORCE
…which may take you to the dark side
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CONTENT/AD TARGETING
Geolocation Devices Customer behaviour
o Areas of interest
o Purchase history
o … Weather etc.
E.G. MEDIA GROUP – INTERNATIONAL
Audience growth +23%
Click rate on ads +55% ROI for advertisers +33%
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THE DARK SIDE
Adapt your editorial policy according to:o search trends
o most frequently consulted content
o visitor profile
o best indexed content in Google
… OF TARGETING
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THE DARK SIDE
Can massively increase your audience on the short term if successful
OF TARGETING
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THE DARK SIDE
BUT on the long run: o Junk information (sex, vanity, fear) // Junk food (sweet, salt, fat)o Uniformisationo Loss of credibilityo Revenue decreased for most of the players
OF TARGETING
ONLINE INTELLIGENCE SOLUTIONS© COPYRIGHT 2012
THE DARK SIDE
On the long run, the best algorithms win (Yandex, Facebook, Google…)
GAME OVER
OF TARGETING
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CONCLUSION
Use your data to improve customer loyalty (usability, content)
Target your ads not your editorial policy
Trust the future
DON’T TRUST (ONLY) THE MACHINE!
Online Intelligence Solutions
Twitter : @mathieu_Llorens