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Comparing Web Analytics & TMS Solutions - BENCHMARK BY EBG - BARCELONA 2018

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Comparing Web Analytics & TMS Solutions - BENCHMARK BY EBG - BARCELONA 2018

  1. 1. # WEBANALYTICS & TAG MANAGEMENT SYSTEMS LOGO
  2. 2. digitbench18WIFI digitbench18 # JULIEN RIBOURT Senior Manager CONVERTEO SPEAKERS ROMAIN CRETEUR Group Digital Transformation Project Manager GROUPAMA VALENTIN VIVIER Data Project Manager FRANCE TÉLÉVISIONS OLIVIA VIGOUROUX Acquisition & Digital Performance Manager GMF ASSURANCES
  3. 3. digitbench18WIFI digitbench18 # WHAT IS …
  4. 4. digitbench18WIFI digitbench18 # A WEBANALYTICS TOOL Performance measurement Site-centric analysis User Journey optimization TMS & WEB ANALYTICS: WHAT IS IT ALL ABOUT? A TAG MANAGEMENT SYSTEM Rationalization of data collection Standardization around a unique data dictionnary Control of data sharing TMS
  5. 5. digitbench18WIFI digitbench18 # MARKET TRENDS
  6. 6. digitbench18WIFI digitbench18 # CONVERTEO BAROMETER 2017: 52% of websites* are using at least one Tag Management System +14 pts ↑ * Among the TOP 200 Alexa websites ranking (2016/2017) 86% of websites* are using at least one Web Analytics Solution -2 pts ↓ 32% +12 pts ↑ 17% +6 pts ↑ 5%flat → Google Tag Manager (inc. version 360) Commanders Act Adobe DTM 69% -2 pts ↓ 27% -5 pts ↓ 7% -2 pts ↓ Top 3 Solutions Penetration Rate (vs 2016)* Google Analytics (inc. version 360) AT internet Adobe Analytics
  7. 7. digitbench18WIFI digitbench18 # 360° CUSTOMER MARKETING Reconcile various data sources WHAT ARE THE MAIN MARKET TRENDS? Shops Weather data Purchase history Geolocation data Cross devices data DATA DEMOCRATISATION Empower (all) the users
  8. 8. digitbench18WIFI digitbench18 # BENCHMARK
  9. 9. digitbench18WIFI digitbench18 # BENCHMARK – WEBANALYTICS Analytics & audience platforms Stand-alone analytics solutions Custom Variables Segment analysis Conversion funnels Raw data export Alerting
  10. 10. digitbench18WIFI digitbench18 # BENCHMARK – TMS From TMS to CDP Integrated Marketing Suite Players Tag library Tag Performance Tag Programmation Privacy AB testing
  11. 11. digitbench18WIFI digitbench18 # PANEL DISCUSSION
  12. 12. digitbench18WIFI digitbench18 # PRESENTATION OF THE SPEAKERS: WHAT ARE YOUR ROLES, TEAMS, TOOLS? ROMAIN CRETEUR Group Digital Transformation Project Manager GROUPAMA VALENTIN VIVIER Data Project Manager FRANCE TÉLÉVISIONS OLIVIA VIGOUROUX Acquisition & digital performance manager GMF ASSURANCES
  13. 13. digitbench18WIFI digitbench18 # WHAT ROLE FOR WEBANALYTICS IN YOUR ORGANIZATIONS? * DMP, Attribution, Personnalization, etc. How does it coexist with other data teams and other martech* projects?
  14. 14. digitbench18WIFI digitbench18 # WHAT PROCESS AROUND TMS FOR SITE & APPS DATA COLLECTION PROJECTS How do you deal with data quality management concern?
  15. 15. digitbench18WIFI digitbench18 # HOW ABOUT GDPR? What impacts? How ready are you?
  16. 16. # THANK YOU FOR YOUR ATTENTION LOGO
  17. 17. digitbench18WIFI digitbench18 # CONTACT JULIEN RIBOURT Senior Manager jr@converteo.com +33 1 84 16 59 22

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