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Conquering The Digital Shift With Data

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CONQUERING THE DIGITAL SHIFT WITH DATA Thursday, August 13 Digital Intelligence Solutions


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AGENDA THE 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


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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 Solutions


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OUR COMPANY A GLOBAL LEADER WITH EUROPEAN ROOTS 4 Digital Intelligence Solutions


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OUR COMPANY KEY FIGURES 19 3,800+ 400,000+ 11 6 100B+ 96% Years experience in digital analytics Customers from all sectors Sites/App measured Awards won European certifications Server calls processed monthly Customer support satisfaction rate Digital Intelligence Solutions


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OUR COMPANY OUR CLIENTS ARE MARKET LEADERS FINANCE MEDIA E-COMMERCE TRAVEL INDUSTRY GOVERNMENT Digital Intelligence Solutions


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OUR COMPANY EXPERIENCED IN SOUTHEAST ASIA Digital Intelligence Solutions


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OUR COMPANY Digital Intelligence Solutions


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LAGARDERE ACTIVE & DIGITAL OUR CLIENT’S JOURNEY OF DIGITAL TRANSFORMATION Digital Intelligence Solutions


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A CENTRAL POSITION IN FRENCH MEDIA Magazines France’s premier mainstream magazine publishing group, with 27 press titles in France Radio & Television 22 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 production France’s #1 audio-visual production company: Lagardère Entertainment Digital 4th-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 sales France’s 3rd-largest ad sales group in terms of gross revenue: Lagardère Publicité Digital Intelligence Solutions


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DIGITAL GOVERNANCE & DATA DEMOCRATIZATION Digital Intelligence Solutions


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CROSS SCREEN IS THE NEW NORM 41% TABLET APPS . MOBILE APPS 50 100 35 WEBSITES 19M UVs, or 41% of Internet users 22% 5.3M UVs, or 22% of mobile users Digital Intelligence Solutions


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UNIFIED MEASUREMENT ON A SINGLE PLATFORM BECOME CRUCIAL TABLET APPS Cross-Platform MOBILE APPS 50 100 35 WEBSITES Digital Intelligence Solutions


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UNIFIED MEASUREMENT IN ACTION 2008 - 2012 Q4 2012 Q1 2013 Q2 2013 S2 2013 AT INTERNET ROLL-OUT ACROSS ALL BRANDS – used to be isolated EzMetrics implemented for eZ Analytic journalists (internal solution) ADVANCED USE ON - Europe 1 - Sports - Elle Negotiation & roll-out of AT Internet’s solution ADVANCED GUIDANCE OF TEAMS - Editorial - Marketing - SEO Digital Intelligence Solutions


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ALIGNED DATA ACROSS MULTIPLE SYSTEMS … TOP SITES CMS … EDITORIAL DASHBOARD API Data distributed in real time via AT Internet’s API … REPORTING … Digital Intelligence Solutions


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DATA DRIVEN CONTENT CREATION OPTIMIZATION Digital Intelligence Solutions


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INTEGRATE DATA INTO EDITORIAL PROCESS START 1 GUIDANCE & SUPPORT Define a guidance and training process in-line with teams’ objectives. 2 TOOLS Roll-out compatible with teams’ needs. FINISH Digital Intelligence Solutions


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TYPICAL GUIDANCE & SUPPORT 8 WEEKS OF SUPPORT FROM 1 DIGITAL ANALYST LENGTH: 2 WEEKS WHO? DIGITAL ANALYST 1 TOOL ROLL-OUT & SETUP  EDITORIAL TEAMS USE TOOLS AUTONOMOUSLY  DASHBOARDS  BEST PRACTICES  TEAMS ARE EMPOWERED REGARDING THEIR VARIABLES 2 TRAININGS & GUIDANCE • • • • Needs are defined Implementation Setup Validation LENGTH: 6 WEEKS WHO? DIGITAL ANALYST TARGET MARKETING SEO EDITORIAL • • • • Change management Training Best practices Communication Digital Intelligence Solutions


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GLOBAL SITE AND ARTICLE PERFORMANCE FOR JOURNALISTS CMS Within the content production tool API Dashboard fed in real time with AT Internet data Digital Intelligence Solutions


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CMS ARTICLE LEVEL PERFORMANCE OF EACH JOURNALIST Page d’édition et de modification d’un contenu au sein du back office de production LA API Dashboard fed in real time with AT Internet data Digital Intelligence Solutions


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OPTIMIZING VERSIONS Digital Intelligence Solutions


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OPTIMIZING HOT TRAFFIC Digital Intelligence Solutions


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GUIDANCE & SUPPORT RESULTS CONFIRMED Results from July 2014 YoY: +1M visits from Google News Digital Intelligence Solutions


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THINK BEYOND THE OBVIOUS Digital Intelligence Solutions


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A COMMON WAY TO INCREASE AD YIELD Audience profiles Advertisers Digital Intelligence Solutions


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IT ALSO CREATED PROBLEMS Audience profiles Advertisers . . . Digital Intelligence Solutions


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SMART USE OF 1ST PARTY CONTEXT DATA GAVE LAGARDERE EDGE Context Advertisers Beauty & Care Fashion Entertainment Finance Health Home & Garden . . . API Digital Intelligence Solutions


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RECAP Instill a data governance strategy Democratize data for all stakeholders Integrate analytics data with your CMS platform for realtime editorial decisions Measure and optimize content performance Smart use of analytics to increase ad yield Digital Intelligence Solutions


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Fai-Keung Ng Group Country Manager, SEA Fai-keung.ng@atinternet.com Visit our blog: blog.atinternet.com Follow us on Twitter: @AT_Internet Digital Intelligence Solutions


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