SlideShare a Scribd company logo
PA R I S
1 4 n o v e m b r e 2 0 1 9
HOW ANALYTICS DATA FUELS
EFFICIENT PERSONALISATION
Romain Lhote
Head of data marketing @ L’Equipe
More than 32M French people READ OR WATCH
L'Équipe EVERY MONTH
Since 1998
Since 1946
Since 2000
READER ENGAGEMENT
STRONG RELATION BETWEEN THE BRAND AND OUR READERS
2.8M
users per day
1.5 billion
page views per month
6mins
per visit
80%
from mobile
700
page views per
subscribers per month
Sources: AT Internet, Médiamétrie.
DATA TEAM
ON THE ROAD TO 2020
OUR TEAM HAS GROWN RAPIDLY over THE LAST TWO YEARS
Traffic manager Head of data
Data team in 2015 Data team in 2019
Data Analyst
Data Analyst
Data Analyst Data Analyst
SEO ManagerData Scientist Data Scientist
Dashboard Segmentation PersonalisationScoring
1 2 3 4
What we have done so far
FIRST STEP: DASHBOARD
FROM DASHBOARD TO PERSONALISATION
FROM ‘OLD SCHOOL’ TO AUTOMATED DASHBOARDS
› QLIK
› AT INTERNET
› iOS
› Android
› CRM
› METADATA
› Copy / past from Analyser › Excel via API
2015 2017 2019
SECOND STEP: SEGMENTATION
NO DUDE, DATA IS NOT JUST ABOUT DASHBOARDs
Email
Push
Google Ads
Facebook Ads
Display on the website
FOOTBALL HAS ALWAYS BEEN THE MOST IMPORTANT SPORT
[...] When we have a multi-sport homepage that can be
customised with the sports we want, we will have achieved
our goal.
Disappointing, too many articles about football.
Too much football
Why do you always focus on football?
Football, football, football, football.
Source: Store Android
BUT SOME PEOPLE THINK IT'S TOO MUCH, AND GUESS WHAT… IT’S TRUE
WE UNDERSTAND DATA IS IMPORTANT, BUT WHAT
CAN WE DO?
LET’S USE DATA TO SOLVE THIS PROBLEM OF PERCEPTION…
What people think…
20%
Reality
48%
Source: Internal
PERSONALISATION IS THE
ANSWER!
Skill
improvement
Mastering the
technology and data
WITH A PARTNER DATA TEAM
THIRD STEP: SCORING
WITH A PARTNER OR BY OURSELVES ?
A FEW WEEKS 18 MONTHS
Transparency
Web analytics Data Article metadata
Article
A journalist writes an article
They choose 4 tags
All this data is stored on GCP
Article is live on L’ÉQUIPE
Page view on the app
AT Internet datacentre
Data stored on GCP
Dataflow API call
WE STARTED WITH BOTH WEB ANALYTICS AND METADATA
PERSONALISATION
HERE IS PATRICK. WHAT DOES PATRICK LIKE ON L’ÉQUIPE ?
+
1 2 3
+
Articles he
read last
year
We compare with
what other users
read
We add many
weightings for the
calculation to be
relevant
WE USE THE TF-IDF METHOD
17
Count nbr of tags for all users
DFT = *Document Frequency Tag
Count nbr of tags per user
TF = *Tag Frequency
TF-IDF = (TF x +1)
log (1+n)
(1+DFT)
WELL WELL WELL
86%
Football
ranked #1
We did an
amazing job
But it didn’t
work well
WE APPLIED MANY WEIGHTING PROCEDURES
19
Football
It was not true
Season
News only
Only web analytics
Weighting procedures
Square root of nbr
articles created
1 year
Live, push, home
Questionnaire
WHAT DOES THIS SCORE LOOK LIKE ?
100
65
63
60
14
cyclisme
esport
tennis
football
formule_1
2801
1024
875
205
179
football
cyclisme
tennis
rugby
esport
Nbr of articles I
read
The score
FIRST TEST OFF-SITE
WE HAD GREAT RESULTS THAT HELPED US TO
Opening rate on Pushs vs casual
segmentation
X3,5 X2,5
Opening rate on email vs
casual segmentation
X30 vs general target X27 vs general target
PERSONALISATION OF THE HP
Journalists choiceMy home
100
65
63 60
14
cyclisme
esport
tennis football
formule_1
TO BE CONTINUED...
Thank you!
Head of data marketing – L’Equipe
Romain LHOTE

More Related Content

What's hot

Learnings and insights from Benchmarks+. Performance Insights for 1.2bn Month...
Learnings and insights from Benchmarks+. Performance Insights for 1.2bn Month...Learnings and insights from Benchmarks+. Performance Insights for 1.2bn Month...
Learnings and insights from Benchmarks+. Performance Insights for 1.2bn Month...
GameCamp
 
Insider secrets - How to test new acquisition channels
Insider secrets - How to test new acquisition channelsInsider secrets - How to test new acquisition channels
Insider secrets - How to test new acquisition channels
AppAgent / Strategic & Creative Mobile Marketing Agency
 
LTV measurement and multi-touch attribution
LTV measurement and multi-touch attributionLTV measurement and multi-touch attribution
LTV measurement and multi-touch attribution
GameCamp
 
Use Measurement and Data for App Marketing Success
Use Measurement and Data for App Marketing SuccessUse Measurement and Data for App Marketing Success
Use Measurement and Data for App Marketing Success
Adjust
 
Certus Mobile Presentation
Certus Mobile PresentationCertus Mobile Presentation
Certus Mobile Presentation
Certus Solutions
 
Distimo app promotion summit 11.7
Distimo app promotion summit 11.7Distimo app promotion summit 11.7
Distimo app promotion summit 11.7
Richard Pidgeon
 
Webinar - How Mobile Innovation Is Changing the Face of Data Intelligence
Webinar - How Mobile Innovation Is Changing the Face of Data IntelligenceWebinar - How Mobile Innovation Is Changing the Face of Data Intelligence
Webinar - How Mobile Innovation Is Changing the Face of Data Intelligence
QuestionPro
 
Andrew campbell 19 jan11
Andrew campbell 19 jan11Andrew campbell 19 jan11
Andrew campbell 19 jan11
Invest in Middlesex
 
The Continued Disruption of the Marketing Technology Landscape - #GHConf18
The Continued Disruption of the Marketing Technology Landscape - #GHConf18The Continued Disruption of the Marketing Technology Landscape - #GHConf18
The Continued Disruption of the Marketing Technology Landscape - #GHConf18
GrowthHackers
 

What's hot (9)

Learnings and insights from Benchmarks+. Performance Insights for 1.2bn Month...
Learnings and insights from Benchmarks+. Performance Insights for 1.2bn Month...Learnings and insights from Benchmarks+. Performance Insights for 1.2bn Month...
Learnings and insights from Benchmarks+. Performance Insights for 1.2bn Month...
 
Insider secrets - How to test new acquisition channels
Insider secrets - How to test new acquisition channelsInsider secrets - How to test new acquisition channels
Insider secrets - How to test new acquisition channels
 
LTV measurement and multi-touch attribution
LTV measurement and multi-touch attributionLTV measurement and multi-touch attribution
LTV measurement and multi-touch attribution
 
Use Measurement and Data for App Marketing Success
Use Measurement and Data for App Marketing SuccessUse Measurement and Data for App Marketing Success
Use Measurement and Data for App Marketing Success
 
Certus Mobile Presentation
Certus Mobile PresentationCertus Mobile Presentation
Certus Mobile Presentation
 
Distimo app promotion summit 11.7
Distimo app promotion summit 11.7Distimo app promotion summit 11.7
Distimo app promotion summit 11.7
 
Webinar - How Mobile Innovation Is Changing the Face of Data Intelligence
Webinar - How Mobile Innovation Is Changing the Face of Data IntelligenceWebinar - How Mobile Innovation Is Changing the Face of Data Intelligence
Webinar - How Mobile Innovation Is Changing the Face of Data Intelligence
 
Andrew campbell 19 jan11
Andrew campbell 19 jan11Andrew campbell 19 jan11
Andrew campbell 19 jan11
 
The Continued Disruption of the Marketing Technology Landscape - #GHConf18
The Continued Disruption of the Marketing Technology Landscape - #GHConf18The Continued Disruption of the Marketing Technology Landscape - #GHConf18
The Continued Disruption of the Marketing Technology Landscape - #GHConf18
 

Similar to L'Équipe Customer Success - Using analytics to fuel efficient personalisation

Data Query: Exploration at your fingertips
Data Query: Exploration at your fingertips Data Query: Exploration at your fingertips
Data Query: Exploration at your fingertips
AT Internet
 
Open Data Canvas 0.1
Open Data Canvas 0.1Open Data Canvas 0.1
Open Data Canvas 0.1
Nicolas Terpolilli
 
Artificial Intelligence and the Cognitive Revolution – the next frontier?
Artificial Intelligence and the Cognitive Revolution – the next frontier?Artificial Intelligence and the Cognitive Revolution – the next frontier?
Artificial Intelligence and the Cognitive Revolution – the next frontier?
Level
 
Big Data Enabled: How YARN Changes the Game
Big Data Enabled: How YARN Changes the GameBig Data Enabled: How YARN Changes the Game
Big Data Enabled: How YARN Changes the Game
Inside Analysis
 
Impacto del Big Data en la empresa española
Impacto del Big Data en la empresa españolaImpacto del Big Data en la empresa española
Impacto del Big Data en la empresa española
Paradigma Digital
 
Big Data Customer Experience Analytics -- The Next Big Opportunity for You
Big Data Customer Experience Analytics -- The Next Big Opportunity for You Big Data Customer Experience Analytics -- The Next Big Opportunity for You
Big Data Customer Experience Analytics -- The Next Big Opportunity for You
Dr.Dinesh Chandrasekar PhD(hc)
 
Google: what characterises our world today?
Google: what characterises our world today?Google: what characterises our world today?
Google: what characterises our world today?
valantic NL
 
Building a Foundational Tech Stack to Support Your First-Party Data Strategy
Building a Foundational Tech Stack to Support Your First-Party Data StrategyBuilding a Foundational Tech Stack to Support Your First-Party Data Strategy
Building a Foundational Tech Stack to Support Your First-Party Data Strategy
Tinuiti
 
Big Data Analytics | What Is Big Data Analytics? | Big Data Analytics For Beg...
Big Data Analytics | What Is Big Data Analytics? | Big Data Analytics For Beg...Big Data Analytics | What Is Big Data Analytics? | Big Data Analytics For Beg...
Big Data Analytics | What Is Big Data Analytics? | Big Data Analytics For Beg...
Simplilearn
 
Digital Economy Compass 2017
Digital Economy Compass 2017Digital Economy Compass 2017
Digital Economy Compass 2017
Patrick Barrabé® 😊
 
Statista digital economy_compass_2017
Statista digital economy_compass_2017Statista digital economy_compass_2017
Statista digital economy_compass_2017
Harry Tajyar
 
What's Next: Big Data – Beyond the Buzzword
What's Next: Big Data – Beyond the BuzzwordWhat's Next: Big Data – Beyond the Buzzword
What's Next: Big Data – Beyond the Buzzword
Ogilvy Consulting
 
Top eCommerce Retailers & Tech Transformers Global Market
Top eCommerce Retailers & Tech Transformers Global MarketTop eCommerce Retailers & Tech Transformers Global Market
Top eCommerce Retailers & Tech Transformers Global Market
Chris Cadden
 
APIdays Paris 2018 - Event-Driven APIs Eric Horesnyi, CEO, Streamdata.io
APIdays Paris 2018 - Event-Driven APIs Eric Horesnyi, CEO, Streamdata.ioAPIdays Paris 2018 - Event-Driven APIs Eric Horesnyi, CEO, Streamdata.io
APIdays Paris 2018 - Event-Driven APIs Eric Horesnyi, CEO, Streamdata.io
apidays
 
Big data analytic_ecosystem - bigdataanalyticsecosystemww
Big data analytic_ecosystem - bigdataanalyticsecosystemwwBig data analytic_ecosystem - bigdataanalyticsecosystemww
Big data analytic_ecosystem - bigdataanalyticsecosystemww
Aidelisa Gutierrez
 
Big Data Analytics Ecosystem WW IDC
Big Data Analytics Ecosystem WW IDCBig Data Analytics Ecosystem WW IDC
Big Data Analytics Ecosystem WW IDC
Miguel Garcia
 
2018 12-10 apidays.io eric horesnyi streamdata.io event-driven ap is
2018 12-10 apidays.io eric horesnyi streamdata.io event-driven ap is2018 12-10 apidays.io eric horesnyi streamdata.io event-driven ap is
2018 12-10 apidays.io eric horesnyi streamdata.io event-driven ap is
Eric Horesnyi
 
Sam Sebastian - Google, Inc.
Sam Sebastian - Google, Inc.Sam Sebastian - Google, Inc.
Sam Sebastian - Google, Inc.
Houston Associaton of REALTORS
 
Understanding Big Data
Understanding Big DataUnderstanding Big Data
Understanding Big Data
Simplify360
 
Smart Data Module 6 d drive the future
Smart Data Module 6 d drive the futureSmart Data Module 6 d drive the future
Smart Data Module 6 d drive the future
caniceconsulting
 

Similar to L'Équipe Customer Success - Using analytics to fuel efficient personalisation (20)

Data Query: Exploration at your fingertips
Data Query: Exploration at your fingertips Data Query: Exploration at your fingertips
Data Query: Exploration at your fingertips
 
Open Data Canvas 0.1
Open Data Canvas 0.1Open Data Canvas 0.1
Open Data Canvas 0.1
 
Artificial Intelligence and the Cognitive Revolution – the next frontier?
Artificial Intelligence and the Cognitive Revolution – the next frontier?Artificial Intelligence and the Cognitive Revolution – the next frontier?
Artificial Intelligence and the Cognitive Revolution – the next frontier?
 
Big Data Enabled: How YARN Changes the Game
Big Data Enabled: How YARN Changes the GameBig Data Enabled: How YARN Changes the Game
Big Data Enabled: How YARN Changes the Game
 
Impacto del Big Data en la empresa española
Impacto del Big Data en la empresa españolaImpacto del Big Data en la empresa española
Impacto del Big Data en la empresa española
 
Big Data Customer Experience Analytics -- The Next Big Opportunity for You
Big Data Customer Experience Analytics -- The Next Big Opportunity for You Big Data Customer Experience Analytics -- The Next Big Opportunity for You
Big Data Customer Experience Analytics -- The Next Big Opportunity for You
 
Google: what characterises our world today?
Google: what characterises our world today?Google: what characterises our world today?
Google: what characterises our world today?
 
Building a Foundational Tech Stack to Support Your First-Party Data Strategy
Building a Foundational Tech Stack to Support Your First-Party Data StrategyBuilding a Foundational Tech Stack to Support Your First-Party Data Strategy
Building a Foundational Tech Stack to Support Your First-Party Data Strategy
 
Big Data Analytics | What Is Big Data Analytics? | Big Data Analytics For Beg...
Big Data Analytics | What Is Big Data Analytics? | Big Data Analytics For Beg...Big Data Analytics | What Is Big Data Analytics? | Big Data Analytics For Beg...
Big Data Analytics | What Is Big Data Analytics? | Big Data Analytics For Beg...
 
Digital Economy Compass 2017
Digital Economy Compass 2017Digital Economy Compass 2017
Digital Economy Compass 2017
 
Statista digital economy_compass_2017
Statista digital economy_compass_2017Statista digital economy_compass_2017
Statista digital economy_compass_2017
 
What's Next: Big Data – Beyond the Buzzword
What's Next: Big Data – Beyond the BuzzwordWhat's Next: Big Data – Beyond the Buzzword
What's Next: Big Data – Beyond the Buzzword
 
Top eCommerce Retailers & Tech Transformers Global Market
Top eCommerce Retailers & Tech Transformers Global MarketTop eCommerce Retailers & Tech Transformers Global Market
Top eCommerce Retailers & Tech Transformers Global Market
 
APIdays Paris 2018 - Event-Driven APIs Eric Horesnyi, CEO, Streamdata.io
APIdays Paris 2018 - Event-Driven APIs Eric Horesnyi, CEO, Streamdata.ioAPIdays Paris 2018 - Event-Driven APIs Eric Horesnyi, CEO, Streamdata.io
APIdays Paris 2018 - Event-Driven APIs Eric Horesnyi, CEO, Streamdata.io
 
Big data analytic_ecosystem - bigdataanalyticsecosystemww
Big data analytic_ecosystem - bigdataanalyticsecosystemwwBig data analytic_ecosystem - bigdataanalyticsecosystemww
Big data analytic_ecosystem - bigdataanalyticsecosystemww
 
Big Data Analytics Ecosystem WW IDC
Big Data Analytics Ecosystem WW IDCBig Data Analytics Ecosystem WW IDC
Big Data Analytics Ecosystem WW IDC
 
2018 12-10 apidays.io eric horesnyi streamdata.io event-driven ap is
2018 12-10 apidays.io eric horesnyi streamdata.io event-driven ap is2018 12-10 apidays.io eric horesnyi streamdata.io event-driven ap is
2018 12-10 apidays.io eric horesnyi streamdata.io event-driven ap is
 
Sam Sebastian - Google, Inc.
Sam Sebastian - Google, Inc.Sam Sebastian - Google, Inc.
Sam Sebastian - Google, Inc.
 
Understanding Big Data
Understanding Big DataUnderstanding Big Data
Understanding Big Data
 
Smart Data Module 6 d drive the future
Smart Data Module 6 d drive the futureSmart Data Module 6 d drive the future
Smart Data Module 6 d drive the future
 

More from AT Internet

[INFOGRAPHIE] Une stratégie digital analytics orientée confidentialité
[INFOGRAPHIE] Une stratégie digital analytics orientée confidentialité[INFOGRAPHIE] Une stratégie digital analytics orientée confidentialité
[INFOGRAPHIE] Une stratégie digital analytics orientée confidentialité
AT Internet
 
Présentation partenaire OnCrawl - Comment ouvrir l’Appétit des Moteurs de Rec...
Présentation partenaire OnCrawl - Comment ouvrir l’Appétit des Moteurs de Rec...Présentation partenaire OnCrawl - Comment ouvrir l’Appétit des Moteurs de Rec...
Présentation partenaire OnCrawl - Comment ouvrir l’Appétit des Moteurs de Rec...
AT Internet
 
Cas client Credit Agricole - Approche data-driven : de la stratégie au déploi...
Cas client Credit Agricole - Approche data-driven : de la stratégie au déploi...Cas client Credit Agricole - Approche data-driven : de la stratégie au déploi...
Cas client Credit Agricole - Approche data-driven : de la stratégie au déploi...
AT Internet
 
RGPD & Data Privacy : la CNIL au Digital Analytics Forum 2018
RGPD & Data Privacy : la CNIL au Digital Analytics Forum 2018RGPD & Data Privacy : la CNIL au Digital Analytics Forum 2018
RGPD & Data Privacy : la CNIL au Digital Analytics Forum 2018
AT Internet
 
Reeport @ Digital Analytics Forum 2018: Defining KPIs that matter
Reeport @ Digital Analytics Forum 2018: Defining KPIs that matterReeport @ Digital Analytics Forum 2018: Defining KPIs that matter
Reeport @ Digital Analytics Forum 2018: Defining KPIs that matter
AT Internet
 
OnCrawl @ Digital Analytics Forum 2018 : le référencement naturel augmenté
OnCrawl @ Digital Analytics Forum 2018 : le référencement naturel augmentéOnCrawl @ Digital Analytics Forum 2018 : le référencement naturel augmenté
OnCrawl @ Digital Analytics Forum 2018 : le référencement naturel augmenté
AT Internet
 
Kamp'n @ Digital Analytics Forum 2018 : la puissance d'AT Internet dans vos F...
Kamp'n @ Digital Analytics Forum 2018 : la puissance d'AT Internet dans vos F...Kamp'n @ Digital Analytics Forum 2018 : la puissance d'AT Internet dans vos F...
Kamp'n @ Digital Analytics Forum 2018 : la puissance d'AT Internet dans vos F...
AT Internet
 
Machine Learning in Marketing - Jim Sterne @ Digital Analytics Forum 2018
Machine Learning in Marketing - Jim Sterne @ Digital Analytics Forum 2018Machine Learning in Marketing - Jim Sterne @ Digital Analytics Forum 2018
Machine Learning in Marketing - Jim Sterne @ Digital Analytics Forum 2018
AT Internet
 
Le Digital Analytics, arme de conversion massive pour les sites marchands - P...
Le Digital Analytics, arme de conversion massive pour les sites marchands - P...Le Digital Analytics, arme de conversion massive pour les sites marchands - P...
Le Digital Analytics, arme de conversion massive pour les sites marchands - P...
AT Internet
 
Analytics et SEO : les clés d'une stratégie réussie - We Love SEO 2018
Analytics et SEO : les clés d'une stratégie réussie - We Love SEO 2018Analytics et SEO : les clés d'une stratégie réussie - We Love SEO 2018
Analytics et SEO : les clés d'une stratégie réussie - We Love SEO 2018
AT Internet
 
AT Internet & Mazeberry : de la data analytics au mix marketing maitrisé
AT Internet & Mazeberry : de la data analytics au mix marketing maitriséAT Internet & Mazeberry : de la data analytics au mix marketing maitrisé
AT Internet & Mazeberry : de la data analytics au mix marketing maitrisé
AT Internet
 
AT Internet & Mazeberry: from analytics to a fully optimised marketing mix
AT Internet & Mazeberry: from analytics to a fully optimised marketing mixAT Internet & Mazeberry: from analytics to a fully optimised marketing mix
AT Internet & Mazeberry: from analytics to a fully optimised marketing mix
AT Internet
 
[DAF 2017] Digital Analytics 4.0: Are You Ready?
[DAF 2017] Digital Analytics 4.0: Are You Ready?[DAF 2017] Digital Analytics 4.0: Are You Ready?
[DAF 2017] Digital Analytics 4.0: Are You Ready?
AT Internet
 
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Ludivine Lille (EY)
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Ludivine Lille (EY)[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Ludivine Lille (EY)
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Ludivine Lille (EY)
AT Internet
 
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Clémence Scottez (CNIL)
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Clémence Scottez (CNIL)[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Clémence Scottez (CNIL)
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Clémence Scottez (CNIL)
AT Internet
 
[DAF 2017] Analytics Suite 2 - Data you can trust
[DAF 2017] Analytics Suite 2 - Data you can trust[DAF 2017] Analytics Suite 2 - Data you can trust
[DAF 2017] Analytics Suite 2 - Data you can trust
AT Internet
 
[DAF 2017] Analytics Suite 2 - Insights for everyone
[DAF 2017] Analytics Suite 2 - Insights for everyone[DAF 2017] Analytics Suite 2 - Insights for everyone
[DAF 2017] Analytics Suite 2 - Insights for everyone
AT Internet
 
Data & Digital Analytics : comment contribuer efficacement à l'optimisation S...
Data & Digital Analytics : comment contribuer efficacement à l'optimisation S...Data & Digital Analytics : comment contribuer efficacement à l'optimisation S...
Data & Digital Analytics : comment contribuer efficacement à l'optimisation S...
AT Internet
 
Data Driven Testing : Combinez Analytics et A/B test pour maximiser vos conve...
Data Driven Testing : Combinez Analytics et A/B test pour maximiser vos conve...Data Driven Testing : Combinez Analytics et A/B test pour maximiser vos conve...
Data Driven Testing : Combinez Analytics et A/B test pour maximiser vos conve...
AT Internet
 
Rambler steigert dank at internets digitaler analyselösung seine click-throug...
Rambler steigert dank at internets digitaler analyselösung seine click-throug...Rambler steigert dank at internets digitaler analyselösung seine click-throug...
Rambler steigert dank at internets digitaler analyselösung seine click-throug...AT Internet
 

More from AT Internet (20)

[INFOGRAPHIE] Une stratégie digital analytics orientée confidentialité
[INFOGRAPHIE] Une stratégie digital analytics orientée confidentialité[INFOGRAPHIE] Une stratégie digital analytics orientée confidentialité
[INFOGRAPHIE] Une stratégie digital analytics orientée confidentialité
 
Présentation partenaire OnCrawl - Comment ouvrir l’Appétit des Moteurs de Rec...
Présentation partenaire OnCrawl - Comment ouvrir l’Appétit des Moteurs de Rec...Présentation partenaire OnCrawl - Comment ouvrir l’Appétit des Moteurs de Rec...
Présentation partenaire OnCrawl - Comment ouvrir l’Appétit des Moteurs de Rec...
 
Cas client Credit Agricole - Approche data-driven : de la stratégie au déploi...
Cas client Credit Agricole - Approche data-driven : de la stratégie au déploi...Cas client Credit Agricole - Approche data-driven : de la stratégie au déploi...
Cas client Credit Agricole - Approche data-driven : de la stratégie au déploi...
 
RGPD & Data Privacy : la CNIL au Digital Analytics Forum 2018
RGPD & Data Privacy : la CNIL au Digital Analytics Forum 2018RGPD & Data Privacy : la CNIL au Digital Analytics Forum 2018
RGPD & Data Privacy : la CNIL au Digital Analytics Forum 2018
 
Reeport @ Digital Analytics Forum 2018: Defining KPIs that matter
Reeport @ Digital Analytics Forum 2018: Defining KPIs that matterReeport @ Digital Analytics Forum 2018: Defining KPIs that matter
Reeport @ Digital Analytics Forum 2018: Defining KPIs that matter
 
OnCrawl @ Digital Analytics Forum 2018 : le référencement naturel augmenté
OnCrawl @ Digital Analytics Forum 2018 : le référencement naturel augmentéOnCrawl @ Digital Analytics Forum 2018 : le référencement naturel augmenté
OnCrawl @ Digital Analytics Forum 2018 : le référencement naturel augmenté
 
Kamp'n @ Digital Analytics Forum 2018 : la puissance d'AT Internet dans vos F...
Kamp'n @ Digital Analytics Forum 2018 : la puissance d'AT Internet dans vos F...Kamp'n @ Digital Analytics Forum 2018 : la puissance d'AT Internet dans vos F...
Kamp'n @ Digital Analytics Forum 2018 : la puissance d'AT Internet dans vos F...
 
Machine Learning in Marketing - Jim Sterne @ Digital Analytics Forum 2018
Machine Learning in Marketing - Jim Sterne @ Digital Analytics Forum 2018Machine Learning in Marketing - Jim Sterne @ Digital Analytics Forum 2018
Machine Learning in Marketing - Jim Sterne @ Digital Analytics Forum 2018
 
Le Digital Analytics, arme de conversion massive pour les sites marchands - P...
Le Digital Analytics, arme de conversion massive pour les sites marchands - P...Le Digital Analytics, arme de conversion massive pour les sites marchands - P...
Le Digital Analytics, arme de conversion massive pour les sites marchands - P...
 
Analytics et SEO : les clés d'une stratégie réussie - We Love SEO 2018
Analytics et SEO : les clés d'une stratégie réussie - We Love SEO 2018Analytics et SEO : les clés d'une stratégie réussie - We Love SEO 2018
Analytics et SEO : les clés d'une stratégie réussie - We Love SEO 2018
 
AT Internet & Mazeberry : de la data analytics au mix marketing maitrisé
AT Internet & Mazeberry : de la data analytics au mix marketing maitriséAT Internet & Mazeberry : de la data analytics au mix marketing maitrisé
AT Internet & Mazeberry : de la data analytics au mix marketing maitrisé
 
AT Internet & Mazeberry: from analytics to a fully optimised marketing mix
AT Internet & Mazeberry: from analytics to a fully optimised marketing mixAT Internet & Mazeberry: from analytics to a fully optimised marketing mix
AT Internet & Mazeberry: from analytics to a fully optimised marketing mix
 
[DAF 2017] Digital Analytics 4.0: Are You Ready?
[DAF 2017] Digital Analytics 4.0: Are You Ready?[DAF 2017] Digital Analytics 4.0: Are You Ready?
[DAF 2017] Digital Analytics 4.0: Are You Ready?
 
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Ludivine Lille (EY)
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Ludivine Lille (EY)[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Ludivine Lille (EY)
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Ludivine Lille (EY)
 
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Clémence Scottez (CNIL)
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Clémence Scottez (CNIL)[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Clémence Scottez (CNIL)
[DAF 2017] RGPD 2018 : Êtes-vous prêt ? par Clémence Scottez (CNIL)
 
[DAF 2017] Analytics Suite 2 - Data you can trust
[DAF 2017] Analytics Suite 2 - Data you can trust[DAF 2017] Analytics Suite 2 - Data you can trust
[DAF 2017] Analytics Suite 2 - Data you can trust
 
[DAF 2017] Analytics Suite 2 - Insights for everyone
[DAF 2017] Analytics Suite 2 - Insights for everyone[DAF 2017] Analytics Suite 2 - Insights for everyone
[DAF 2017] Analytics Suite 2 - Insights for everyone
 
Data & Digital Analytics : comment contribuer efficacement à l'optimisation S...
Data & Digital Analytics : comment contribuer efficacement à l'optimisation S...Data & Digital Analytics : comment contribuer efficacement à l'optimisation S...
Data & Digital Analytics : comment contribuer efficacement à l'optimisation S...
 
Data Driven Testing : Combinez Analytics et A/B test pour maximiser vos conve...
Data Driven Testing : Combinez Analytics et A/B test pour maximiser vos conve...Data Driven Testing : Combinez Analytics et A/B test pour maximiser vos conve...
Data Driven Testing : Combinez Analytics et A/B test pour maximiser vos conve...
 
Rambler steigert dank at internets digitaler analyselösung seine click-throug...
Rambler steigert dank at internets digitaler analyselösung seine click-throug...Rambler steigert dank at internets digitaler analyselösung seine click-throug...
Rambler steigert dank at internets digitaler analyselösung seine click-throug...
 

Recently uploaded

End-to-end pipeline agility - Berlin Buzzwords 2024
End-to-end pipeline agility - Berlin Buzzwords 2024End-to-end pipeline agility - Berlin Buzzwords 2024
End-to-end pipeline agility - Berlin Buzzwords 2024
Lars Albertsson
 
原版制作(Deakin毕业证书)迪肯大学毕业证学位证一模一样
原版制作(Deakin毕业证书)迪肯大学毕业证学位证一模一样原版制作(Deakin毕业证书)迪肯大学毕业证学位证一模一样
原版制作(Deakin毕业证书)迪肯大学毕业证学位证一模一样
u86oixdj
 
Challenges of Nation Building-1.pptx with more important
Challenges of Nation Building-1.pptx with more importantChallenges of Nation Building-1.pptx with more important
Challenges of Nation Building-1.pptx with more important
Sm321
 
Natural Language Processing (NLP), RAG and its applications .pptx
Natural Language Processing (NLP), RAG and its applications .pptxNatural Language Processing (NLP), RAG and its applications .pptx
Natural Language Processing (NLP), RAG and its applications .pptx
fkyes25
 
Enhanced Enterprise Intelligence with your personal AI Data Copilot.pdf
Enhanced Enterprise Intelligence with your personal AI Data Copilot.pdfEnhanced Enterprise Intelligence with your personal AI Data Copilot.pdf
Enhanced Enterprise Intelligence with your personal AI Data Copilot.pdf
GetInData
 
一比一原版(Chester毕业证书)切斯特大学毕业证如何办理
一比一原版(Chester毕业证书)切斯特大学毕业证如何办理一比一原版(Chester毕业证书)切斯特大学毕业证如何办理
一比一原版(Chester毕业证书)切斯特大学毕业证如何办理
74nqk8xf
 
一比一原版(BCU毕业证书)伯明翰城市大学毕业证如何办理
一比一原版(BCU毕业证书)伯明翰城市大学毕业证如何办理一比一原版(BCU毕业证书)伯明翰城市大学毕业证如何办理
一比一原版(BCU毕业证书)伯明翰城市大学毕业证如何办理
dwreak4tg
 
The Building Blocks of QuestDB, a Time Series Database
The Building Blocks of QuestDB, a Time Series DatabaseThe Building Blocks of QuestDB, a Time Series Database
The Building Blocks of QuestDB, a Time Series Database
javier ramirez
 
Influence of Marketing Strategy and Market Competition on Business Plan
Influence of Marketing Strategy and Market Competition on Business PlanInfluence of Marketing Strategy and Market Competition on Business Plan
Influence of Marketing Strategy and Market Competition on Business Plan
jerlynmaetalle
 
Global Situational Awareness of A.I. and where its headed
Global Situational Awareness of A.I. and where its headedGlobal Situational Awareness of A.I. and where its headed
Global Situational Awareness of A.I. and where its headed
vikram sood
 
一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理
一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理
一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理
nyfuhyz
 
一比一原版(Adelaide毕业证书)阿德莱德大学毕业证如何办理
一比一原版(Adelaide毕业证书)阿德莱德大学毕业证如何办理一比一原版(Adelaide毕业证书)阿德莱德大学毕业证如何办理
一比一原版(Adelaide毕业证书)阿德莱德大学毕业证如何办理
slg6lamcq
 
Intelligence supported media monitoring in veterinary medicine
Intelligence supported media monitoring in veterinary medicineIntelligence supported media monitoring in veterinary medicine
Intelligence supported media monitoring in veterinary medicine
AndrzejJarynowski
 
原版制作(swinburne毕业证书)斯威本科技大学毕业证毕业完成信一模一样
原版制作(swinburne毕业证书)斯威本科技大学毕业证毕业完成信一模一样原版制作(swinburne毕业证书)斯威本科技大学毕业证毕业完成信一模一样
原版制作(swinburne毕业证书)斯威本科技大学毕业证毕业完成信一模一样
u86oixdj
 
一比一原版(Bradford毕业证书)布拉德福德大学毕业证如何办理
一比一原版(Bradford毕业证书)布拉德福德大学毕业证如何办理一比一原版(Bradford毕业证书)布拉德福德大学毕业证如何办理
一比一原版(Bradford毕业证书)布拉德福德大学毕业证如何办理
mbawufebxi
 
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
Aggregage
 
一比一原版(UO毕业证)渥太华大学毕业证如何办理
一比一原版(UO毕业证)渥太华大学毕业证如何办理一比一原版(UO毕业证)渥太华大学毕业证如何办理
一比一原版(UO毕业证)渥太华大学毕业证如何办理
aqzctr7x
 
Palo Alto Cortex XDR presentation .......
Palo Alto Cortex XDR presentation .......Palo Alto Cortex XDR presentation .......
Palo Alto Cortex XDR presentation .......
Sachin Paul
 
一比一原版(UCSF文凭证书)旧金山分校毕业证如何办理
一比一原版(UCSF文凭证书)旧金山分校毕业证如何办理一比一原版(UCSF文凭证书)旧金山分校毕业证如何办理
一比一原版(UCSF文凭证书)旧金山分校毕业证如何办理
nuttdpt
 
Analysis insight about a Flyball dog competition team's performance
Analysis insight about a Flyball dog competition team's performanceAnalysis insight about a Flyball dog competition team's performance
Analysis insight about a Flyball dog competition team's performance
roli9797
 

Recently uploaded (20)

End-to-end pipeline agility - Berlin Buzzwords 2024
End-to-end pipeline agility - Berlin Buzzwords 2024End-to-end pipeline agility - Berlin Buzzwords 2024
End-to-end pipeline agility - Berlin Buzzwords 2024
 
原版制作(Deakin毕业证书)迪肯大学毕业证学位证一模一样
原版制作(Deakin毕业证书)迪肯大学毕业证学位证一模一样原版制作(Deakin毕业证书)迪肯大学毕业证学位证一模一样
原版制作(Deakin毕业证书)迪肯大学毕业证学位证一模一样
 
Challenges of Nation Building-1.pptx with more important
Challenges of Nation Building-1.pptx with more importantChallenges of Nation Building-1.pptx with more important
Challenges of Nation Building-1.pptx with more important
 
Natural Language Processing (NLP), RAG and its applications .pptx
Natural Language Processing (NLP), RAG and its applications .pptxNatural Language Processing (NLP), RAG and its applications .pptx
Natural Language Processing (NLP), RAG and its applications .pptx
 
Enhanced Enterprise Intelligence with your personal AI Data Copilot.pdf
Enhanced Enterprise Intelligence with your personal AI Data Copilot.pdfEnhanced Enterprise Intelligence with your personal AI Data Copilot.pdf
Enhanced Enterprise Intelligence with your personal AI Data Copilot.pdf
 
一比一原版(Chester毕业证书)切斯特大学毕业证如何办理
一比一原版(Chester毕业证书)切斯特大学毕业证如何办理一比一原版(Chester毕业证书)切斯特大学毕业证如何办理
一比一原版(Chester毕业证书)切斯特大学毕业证如何办理
 
一比一原版(BCU毕业证书)伯明翰城市大学毕业证如何办理
一比一原版(BCU毕业证书)伯明翰城市大学毕业证如何办理一比一原版(BCU毕业证书)伯明翰城市大学毕业证如何办理
一比一原版(BCU毕业证书)伯明翰城市大学毕业证如何办理
 
The Building Blocks of QuestDB, a Time Series Database
The Building Blocks of QuestDB, a Time Series DatabaseThe Building Blocks of QuestDB, a Time Series Database
The Building Blocks of QuestDB, a Time Series Database
 
Influence of Marketing Strategy and Market Competition on Business Plan
Influence of Marketing Strategy and Market Competition on Business PlanInfluence of Marketing Strategy and Market Competition on Business Plan
Influence of Marketing Strategy and Market Competition on Business Plan
 
Global Situational Awareness of A.I. and where its headed
Global Situational Awareness of A.I. and where its headedGlobal Situational Awareness of A.I. and where its headed
Global Situational Awareness of A.I. and where its headed
 
一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理
一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理
一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理
 
一比一原版(Adelaide毕业证书)阿德莱德大学毕业证如何办理
一比一原版(Adelaide毕业证书)阿德莱德大学毕业证如何办理一比一原版(Adelaide毕业证书)阿德莱德大学毕业证如何办理
一比一原版(Adelaide毕业证书)阿德莱德大学毕业证如何办理
 
Intelligence supported media monitoring in veterinary medicine
Intelligence supported media monitoring in veterinary medicineIntelligence supported media monitoring in veterinary medicine
Intelligence supported media monitoring in veterinary medicine
 
原版制作(swinburne毕业证书)斯威本科技大学毕业证毕业完成信一模一样
原版制作(swinburne毕业证书)斯威本科技大学毕业证毕业完成信一模一样原版制作(swinburne毕业证书)斯威本科技大学毕业证毕业完成信一模一样
原版制作(swinburne毕业证书)斯威本科技大学毕业证毕业完成信一模一样
 
一比一原版(Bradford毕业证书)布拉德福德大学毕业证如何办理
一比一原版(Bradford毕业证书)布拉德福德大学毕业证如何办理一比一原版(Bradford毕业证书)布拉德福德大学毕业证如何办理
一比一原版(Bradford毕业证书)布拉德福德大学毕业证如何办理
 
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
 
一比一原版(UO毕业证)渥太华大学毕业证如何办理
一比一原版(UO毕业证)渥太华大学毕业证如何办理一比一原版(UO毕业证)渥太华大学毕业证如何办理
一比一原版(UO毕业证)渥太华大学毕业证如何办理
 
Palo Alto Cortex XDR presentation .......
Palo Alto Cortex XDR presentation .......Palo Alto Cortex XDR presentation .......
Palo Alto Cortex XDR presentation .......
 
一比一原版(UCSF文凭证书)旧金山分校毕业证如何办理
一比一原版(UCSF文凭证书)旧金山分校毕业证如何办理一比一原版(UCSF文凭证书)旧金山分校毕业证如何办理
一比一原版(UCSF文凭证书)旧金山分校毕业证如何办理
 
Analysis insight about a Flyball dog competition team's performance
Analysis insight about a Flyball dog competition team's performanceAnalysis insight about a Flyball dog competition team's performance
Analysis insight about a Flyball dog competition team's performance
 

L'Équipe Customer Success - Using analytics to fuel efficient personalisation

  • 1. PA R I S 1 4 n o v e m b r e 2 0 1 9
  • 2. HOW ANALYTICS DATA FUELS EFFICIENT PERSONALISATION Romain Lhote Head of data marketing @ L’Equipe
  • 3. More than 32M French people READ OR WATCH L'Équipe EVERY MONTH Since 1998 Since 1946 Since 2000
  • 4. READER ENGAGEMENT STRONG RELATION BETWEEN THE BRAND AND OUR READERS 2.8M users per day 1.5 billion page views per month 6mins per visit 80% from mobile 700 page views per subscribers per month Sources: AT Internet, Médiamétrie.
  • 6. ON THE ROAD TO 2020 OUR TEAM HAS GROWN RAPIDLY over THE LAST TWO YEARS Traffic manager Head of data Data team in 2015 Data team in 2019 Data Analyst Data Analyst Data Analyst Data Analyst SEO ManagerData Scientist Data Scientist
  • 7. Dashboard Segmentation PersonalisationScoring 1 2 3 4 What we have done so far FIRST STEP: DASHBOARD FROM DASHBOARD TO PERSONALISATION
  • 8. FROM ‘OLD SCHOOL’ TO AUTOMATED DASHBOARDS › QLIK › AT INTERNET › iOS › Android › CRM › METADATA › Copy / past from Analyser › Excel via API 2015 2017 2019
  • 9. SECOND STEP: SEGMENTATION NO DUDE, DATA IS NOT JUST ABOUT DASHBOARDs Email Push Google Ads Facebook Ads Display on the website
  • 10. FOOTBALL HAS ALWAYS BEEN THE MOST IMPORTANT SPORT [...] When we have a multi-sport homepage that can be customised with the sports we want, we will have achieved our goal. Disappointing, too many articles about football. Too much football Why do you always focus on football? Football, football, football, football. Source: Store Android BUT SOME PEOPLE THINK IT'S TOO MUCH, AND GUESS WHAT… IT’S TRUE WE UNDERSTAND DATA IS IMPORTANT, BUT WHAT CAN WE DO?
  • 11. LET’S USE DATA TO SOLVE THIS PROBLEM OF PERCEPTION… What people think… 20% Reality 48% Source: Internal
  • 13. Skill improvement Mastering the technology and data WITH A PARTNER DATA TEAM THIRD STEP: SCORING WITH A PARTNER OR BY OURSELVES ? A FEW WEEKS 18 MONTHS Transparency
  • 14. Web analytics Data Article metadata Article A journalist writes an article They choose 4 tags All this data is stored on GCP Article is live on L’ÉQUIPE Page view on the app AT Internet datacentre Data stored on GCP Dataflow API call WE STARTED WITH BOTH WEB ANALYTICS AND METADATA
  • 16. HERE IS PATRICK. WHAT DOES PATRICK LIKE ON L’ÉQUIPE ? + 1 2 3 + Articles he read last year We compare with what other users read We add many weightings for the calculation to be relevant
  • 17. WE USE THE TF-IDF METHOD 17 Count nbr of tags for all users DFT = *Document Frequency Tag Count nbr of tags per user TF = *Tag Frequency TF-IDF = (TF x +1) log (1+n) (1+DFT)
  • 18. WELL WELL WELL 86% Football ranked #1 We did an amazing job But it didn’t work well
  • 19. WE APPLIED MANY WEIGHTING PROCEDURES 19 Football It was not true Season News only Only web analytics Weighting procedures Square root of nbr articles created 1 year Live, push, home Questionnaire
  • 20. WHAT DOES THIS SCORE LOOK LIKE ? 100 65 63 60 14 cyclisme esport tennis football formule_1 2801 1024 875 205 179 football cyclisme tennis rugby esport Nbr of articles I read The score
  • 21. FIRST TEST OFF-SITE WE HAD GREAT RESULTS THAT HELPED US TO Opening rate on Pushs vs casual segmentation X3,5 X2,5 Opening rate on email vs casual segmentation X30 vs general target X27 vs general target
  • 22. PERSONALISATION OF THE HP Journalists choiceMy home 100 65 63 60 14 cyclisme esport tennis football formule_1
  • 24. Thank you! Head of data marketing – L’Equipe Romain LHOTE