Through the exploration of customer case studies, we’ll show you how you can: - Democratise data for all stakeholders – from journalists to top management - Use data to measure and optimise content performance - Increase ad yield and paid subscriptions thanks to new audience insights - Integrate analytics data with your CMS platform for real-time editorial decisions - Instill a data governance strategy with media dashboards for all - We’ll present real-life case studies from Lagardère Active, one of France’s leading media groups (Elle, Paris Match, Europe 1...), and other analytics use cases for media companies.

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

2. Digital Intelligence Solutions
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

3. Digital Intelligence Solutions
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

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

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

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OUR COMPANY
OUR CLIENTS ARE MARKET LEADERS
TRAVELE-COMMERCEFINANCE GOVERNMENTINDUSTRYMEDIA

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OUR COMPANY
EXPERIENCED IN SOUTHEAST ASIA

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OUR COMPANY

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LAGARDERE ACTIVE & DIGITAL
OUR CLIENT’S JOURNEY OF DIGITAL TRANSFORMATION

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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

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DIGITAL GOVERNANCE &
DATA DEMOCRATIZATION

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

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UNIFIED MEASUREMENT ON A SINGLE
PLATFORM BECOME CRUCIAL
50
TABLET APPS
35 WEBSITES
100MOBILEAPPS
Cross-Platform

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

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

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DATA DRIVEN CONTENT CREATION
OPTIMIZATION

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

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

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GLOBAL SITE AND ARTICLE
PERFORMANCE FOR JOURNALISTS
Within the content production toolCMS
Dashboard fed in real time with AT
Internet dataAPI

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

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OPTIMIZING VERSIONS

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OPTIMIZING HOT TRAFFIC

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

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THINK BEYOND THE OBVIOUS

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A COMMON WAY TO INCREASE
AD YIELD
Advertisers
Audience profiles

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IT ALSO CREATED PROBLEMS
Advertisers
Audience profiles
.
.
.

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

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

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