online intelligence solutions how can big data analytics help the media business? mathieu llorens...
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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 TargetingSTEP 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
ONLINE INTELLIGENCE SOLUTIONS© COPYRIGHT 2012
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%
ONLINE INTELLIGENCE SOLUTIONS© COPYRIGHT 2012
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%
ONLINE INTELLIGENCE SOLUTIONS© COPYRIGHT 2012
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
ONLINE INTELLIGENCE SOLUTIONS© COPYRIGHT 2012
THE DARK SIDE
Can massively increase your audience on the short term if successful
OF TARGETING
ONLINE INTELLIGENCE SOLUTIONS© COPYRIGHT 2012
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
ONLINE INTELLIGENCE SOLUTIONS© COPYRIGHT 2012
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