1 / 16

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.

yon
Download Presentation

How can big data analytics help the media business?

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related