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How can big data analytics help the media business?

How can big data analytics help the media business?. Mathieu Llorens – CEO – AT Internet Futur Media – June 27th Moscow . AT INTERNET. A DIGITAL Analytics provider since 1997. WEB MOBILE SOCIAL. y ears’ experience employees worldwide customers from all sectors sites measured.

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How can big data analytics help the media business?

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  1. How can big data analytics help the media business? Mathieu Llorens – CEO – AT Internet Futur Media – June 27th Moscow

  2. AT INTERNET A DIGITAL Analytics provider since 1997 WEB MOBILE SOCIAL years’ experience employees worldwide customers from all sectors sites measured 17 150+ 3,500+ 350,000+

  3. WrongPriorities Page views vs VisitorLoyalty

  4. Priorities Page views vs VisitorLoyalty

  5. VISITOR LOYALTY First New data based models: to get the right ads & content infront of the right people

  6. ImprovingUsability E.g. National Press/France • Click zone and scroll viewheatmaps • Page loadresponse time • Internalsearchengineimprovements • Returningvisitors (monthly basis) +12% • Bounce rate (home page) from 65% to 47%

  7. Mobile & App E.g. TV Broadcaster – Germany • Mobile Adserving monitoring • Usability: web site on mobile devices • Off-line hits on applications • Trafic on web/mobile sites via mobile devices: + 25 % • Mobile advertising revenue: + 35 %

  8. Rich Media analysis E.g. Cinema portal – WW • Precise streaming analysis (trailers) • Complete view rate • Correlationbetweencompleteview rate and box office success • New Post Roll traileroffer: +20% videosviewed (and invoiced…) • Predictiveoffer for the film distribution industry. Audience broadcastingplatform. New business model!

  9. To target or not to target? The twosides of the force • A verypowerfulstrength • …whichmaytakeyou to the darkside

  10. Content/Ad Targeting E.g. Media group – International • Geolocation • Devices • Customer behaviour • Areas of interest • Purchasehistory • … • Weather etc. • Audience growth +23% • Click rate on ads +55% • ROI for advertisers +33%

  11. The darkside … of targeting • Adaptyoureditorialpolicyaccording to: • searchtrends • mostfrequentlyconsulted content • visitor profile • best indexed content in Google

  12. The darkside Of targeting • Can massivelyincreaseyouraudience on the short termif successful

  13. The darkside Of targeting • BUT on the long run: • Junk information (sex, vanity, fear) // Junk food (sweet, salt, fat) • Uniformisation • Loss of credibility • Revenue decreased for most of the players

  14. The darkside Of targeting • On the long run, the best algorithmswin(Yandex, Facebook, Google…) • GAME OVER

  15. Conclusion Don’ttrust (only) the machine! • Use your data to improvecustomerloyalty (usability, content) • Target youradsnot youreditorialpolicy • Trust the future

  16. mathieu.llorens@atinternet.com Twitter : @mathieu_Llorens

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