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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.

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how can big data analytics help the media business
How can big data analytics help the media business?

Mathieu Llorens – CEO – AT Internet

Futur Media – June 27th Moscow

at internet
AT INTERNET

A DIGITAL Analytics provider since 1997

WEB

MOBILE

SOCIAL

years’ experience

employees worldwide

customers from all sectors

sites measured

17

150+

3,500+

350,000+

wrong priorities
WrongPriorities

Page views vs VisitorLoyalty

priorities
Priorities

Page views vs VisitorLoyalty

visitor loyalty first
VISITOR LOYALTY First

New data based models: to get the right ads & content infront of the right people

improving usability
ImprovingUsability

E.g. National Press/France

  • Click zone and scroll viewheatmaps
  • Page loadresponse time
  • Internalsearchengineimprovements
  • Returningvisitors (monthly basis) +12%
  • Bounce rate (home page) from 65% to 47%
mobile app
Mobile & App

E.g. TV Broadcaster – Germany

  • Mobile Adserving monitoring
  • Usability: web site on mobile devices
  • Off-line hits on applications
  • Trafic on web/mobile sites via mobile devices: + 25 %
  • Mobile advertising revenue: + 35 %
rich media analysis
Rich Media analysis

E.g. Cinema portal – WW

  • Precise streaming analysis (trailers)
  • Complete view rate
  • Correlationbetweencompleteview rate and box office success
  • New Post Roll traileroffer: +20% videosviewed (and invoiced…)
  • Predictiveoffer for the film distribution industry. Audience broadcastingplatform. New business model!
to target or not to target
To target or not to target?

The twosides of the force

  • A verypowerfulstrength
  • …whichmaytakeyou to the darkside
content ad targeting
Content/Ad Targeting

E.g. Media group – International

  • Geolocation
  • Devices
  • Customer behaviour
    • Areas of interest
    • Purchasehistory
  • Weather etc.
  • Audience growth +23%
  • Click rate on ads +55%
  • ROI for advertisers +33%
the dark side
The darkside

… of targeting

  • Adaptyoureditorialpolicyaccording to:
    • searchtrends
    • mostfrequentlyconsulted content
    • visitor profile
    • best indexed content in Google
the dark side1
The darkside

Of targeting

  • Can massivelyincreaseyouraudience on the short termif successful
the dark side2
The darkside

Of targeting

  • BUT on the long run:
    • Junk information (sex, vanity, fear) // Junk food (sweet, salt, fat)
    • Uniformisation
    • Loss of credibility
    • Revenue decreased for most of the players
the dark side3
The darkside

Of targeting

  • On the long run, the best algorithmswin(Yandex, Facebook, Google…)
  • GAME OVER
conclusion
Conclusion

Don’ttrust (only) the machine!

  • Use your data to improvecustomerloyalty (usability, content)
  • Target youradsnot youreditorialpolicy
  • Trust the future
slide16

mathieu.llorens@atinternet.com

Twitter : @mathieu_Llorens