Présentation sur la Data monetization au DigiWord Summit 2013.

1. DATA AS A KEY SUCCESS FACTOR FOR
SOLOCAL DIGITALIZATION
NOVEMBER 2013

2. Our position : Infomediation…
3 main sources of information :
89%
Of people search
for information
before buying
anything
Internet
Books
(fixe and mobile)
(directory and guides)
81%
(1)
65%
Word of mouth
(1)
1 billion
Consultation per
year(3)
60%
Of connexion will be
by mobile in 2015
29%
(1)
+ social networks
2/3
internauts (4)
89%
Of french people
see advices
before buying.(5)
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3. … to allow a qualified contact between user and advertiser…
The user
I have a need
Buying!
I search for
information
On search engines
I compare and
decide
On directories
I select a merchant
or a product
I contact a pro
I buy.
On social networks
On verticals
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4. Solocal data are ‘BIG’… numerous analytical possibilites
>4M pros
known
>3K
activities
~40K
localities
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5. Solocal data are ‘BIG’…
20M unique
users
130+M
searches
3,1M pros
clicked
Monthly values
120+M visits
1,3bn ‘displays’
of pros
60+M contacts
89+% = proba of
being clicked
~20 contacts per
pro clicked
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6. … and are key to help Solocal go more digital and create
value for our users and our clients
Examples of data-driven revolutions in PagesJaunes business
Traffic management
• Advanced conversion funnel analysis (from global standpoint
to more specific analysis = by activity and even by pro)
• Packaging and management of unique offers on the market :
guaranteed audience and volume of contacts
ROI management and
media planning
optimization
• Modeling of KCF (KCF = ‘Key clicking Factors’) to help
advertisers having the best ROI
• Value creation optimization by changing the geographical
approach (from localities to ‘catchment areas’ ; e.g. “Magasins
de Meuble” in Toulouse)
Search engine : how to
keep on fighting on the
relevance battlefield ?
• Prioritization of content sourcing : SMB’s popularity index
• Machine learning : is PJ search engine answering users the
most relevant way ?
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7. “Machine learning” or “how the understanding of users’
behaviors helps improving PJ search engine?”
20 M
>10
occurrence

Sanity check

1,4M
queries
Root cause
analysis &
Corrections
>200M
searches
0,5M queries prioritized
Automation
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8. Is machine learning efficient ?
Evolution of the scoring of the query ‘Parc enfant’
Fragile
Query
‘Parc enfant’
All queries
Not fragile
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9. Thank you!
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10. www.solocalgroup.com