To create a digital service that is powerful and has a real, lasting impact on user experience, it's essential to optimize and monitor the service's performance. New advancements in artificial intelligence, analytics and IoT will allow brands to go further than ever before. What will be the biggest changes in 2016? Read on for our top 5 trends in digital performance.

1. THE TOP 5 TRENDS
IN DIGITAL PERFORMANCE IN 2016

2. BACKELITE 2
At Backelite, we simplify everyday life by creating impactful digital services. To ensure
the best user experience possible we add in performance optimization measures
before, during, and post creating these services.
What are the emerging trends in digital performance in 2016?
We share our vision of the changes which will have the largest impact on the year
ahead.

3. COGNITIVE TECHNOLOGIES,
GENERATING HUMAN WELL BEING BY
COMPUTER
Cognitive technologies encompass the ensemble
of technologies developed with the goal of
reproducing certain specific tasks initially reserved
for humans: understanding spoken language,
recognizing elements in an image, or making
predictions based on past history. They constitute
the basis of all Artificial Intelligence (AI).
These technologies received significant investments
in 2015, and 2016 should mark a significant
acceleration in their adoption and development.
The main technologies include: automatic learning,
automatic processing of natural language,
automatic speech recognition, computer vision and
rule engines.
While some of these technologies are still in the
research phase or are restricted to specific uses,
others are already an integral part of the strategies
of some brands and are used in products in
widespread use by the public
Trend n°1

4. HEY SIRI, IS THERE A GOOD MOJITO BAR IN THE NEIGHBORHOOD?
Automatic speech
recognition:
Siri Google Now Cortana
Facial recognition on
Facebook:

5. ANALYTICS,
ACCUMULATED DIVERSIFICATION
AND ACCESSIBILITY
Analytics is the application of information
technology, operations research and statics
to the resolution of business and industrial
problems. The discipline evolved with the rise of
technology to enable the analysis of data resulting
from the set of points of contact with the
customer (Data Mining).
Analytics enables a business to analyze in depth the
significant volume of data available and to facilitate
the sharing of these elements with the entire staff.
Analytics has also significantly benefited from the
development of cognitive technologies, especially
automated learning that has made it possible to
finely enrich knowledge of the client via more
targeted analyses and efficient predictive models.
2016 will be the year of simplification! Analytics has
as its vocation the increase of its ease of use while
facilitating data access and simplifying the use of
data for and by everyone.
Trend n°2

6. MULTI-STRUCTURE DATA AVAILABLE TO ALL
Analysis tools that optimize
decision making:
Prediction of crimes at the service
of local police:

7. THE INTERNET OF THINGS,
NOW PART OF USERS’ DAILY LIFE
The Internet of Things (IoT) represents the
extension of the Internet to things and physical
places, thus creating exchanges between the real
world and the internet network. It is often
considered to be Web 3.0 at the same time as it is
considered to be the semantic web. It is
represented by connected devices whose number
has seen a spectacular increase since 2008.
Connected devices are seeing a boom in industry
and more generally in the professional world
(medical, professional sports, etc.). Thanks to
health, leisure, automation and other applications
that IoT is beginning to add sizeable benefits the
personal lives of users. “Wearables” are a perfect
illustration of this.
Connected devices are significant performance
optimization levers. It is essential that they be
integrated correctly in the brand universe and that
the significant volume of generated data be
methodically analyzed. Ever-present in the daily life
and personal interactions of users, they offer
significant potential for generating loyalty.
Trend n°3

8. 10,000 STEPS FOR MANKIND, ONE GIANT LEAP FOR WEARABLES…
Wearables :
Automation and
others:

9. ACQUISITION
UNPRECEDENTED PRECISION IN SOCIAL
MEDIA TARGETING
Social media marketing is a hot topic, and it will
continue to grow with advanced targeting options
for paid advertisements. Following a testing phase
which is still ongoing, companies are beginning to
master the levers of recognition and visibility in
social networks.
When well done, social media offers brands a vast
opportunity for customer acquisition and
prospection via fine targeting that generates
qualified leads at a lower cost.
In 2016 the main players, with Facebook and
Twitter in the lead, offer businesses simple and
effective acquisition solutions to grow their
customer base, such as via lookalike models on
Facebook. These lookalike models allow brands to
upload .csv files with analytics from their websites
on user demographics (such as zip codes, purchase
frequency and order details) which will then enrich
allow Facebook to more precisely target users
when running ad campaigns. This goes far beyond
basic criteria such as CPM. It’s time for brands to
dig in!
Trend n°4

10. DEMOGRAPHIC TARGETING LIKE NEVER BEFORE ON FACEBOOK

11. PUSH NOTIFICATIONS
NEW HEIGHTS IN ENGAGEMENT IN
THESE SHORT MESSAGES
In 2016, push notifications continue their launch
and confirm their status as an unavoidable lever of
engagement. Previous years brought us an array of
new items: rich notifications, action buttons, web
pushes, etc.
Notification pushes offer significant potential that
should be considered carefully. A recent study
showed that 50% of app users find these
notifications to be bothersome. All brands must
therefore target the other half. To succeed, we
must keep in mind two main elements: the
personalization of pushes and their integration in a
more general contact plan.
2016 may thus be the year to jump into push
notifications. If you already use them, think about
managing them to optimize your consumer
engagement!
Trend n°5

12. PUSHES THAT ARE RICH IN VISUALS AND PERSONALIZATION

13. THE TRENDS APPLIED BY INDUSTRY
BACKELITE 13

14. Some cognitive technologies have reached
maturity and have adapted to the security laws
which are in effect. They are thus usable by banks
and could for example accelerate decision making
(in case of fraud) or reduce costs (automatization
of certain interactions with customers).
It is thus possible to use automated learning to
detect behaviors which are indicators of fraudulent
activities or to categorize customer expenses
automatically.
Automated speech recognition could optimize the
interactions of customers with telephone services.
It will also be possible to use speech recognition to
verify the identity of callers!
BANKING

15. Media is constantly changing. The arrival of social
media networks and the proliferation of
communication channels have transformed the
field, while raw data remains the same, that is,
information.
It is possible to use the advances cited in this report
to optimize the delivery of this information. One
example in particular: digital information such as
the results of sports events or financial results.
This information can be generated automatically
with the help of analytics and a natural language
generator, thereby writing short and information-
based news by machine. The advantage?
Immediate news delivery which is of consistent
quality! This means sports fans can receive game
statistics in true real-time, with zero lag time.
MEDIA

16. Recruiting new customers is a constant challenge
for all brands. Social media offers an additional
contact point that must be reconciled with
historical channels. Their strength? Fine targeting.
Do you want to increase your user base? If you
believe that its value proposition is well-grounded
and you have at your disposal a variety of data on
your current customers (demographics, age,
gender, geography, frequency of use, LTV, affinities
or lifestyle, etc.), you merely have to export this
data to Facebook to find thousands of prospects
who match all your criteria via lookalike models.
Last but not least, attribution models continue to
progress and will evolve even more in 2016. Some
of them even take into account non-digital
channels. You will thus be able to evaluate the
effectiveness of your customer acquisition on social
networks!
ADVERTISERS

17. The volume of data gemerated by large retail has
rapidly pulled the field into big data, sometimes in
an abrupt manner. Nonetheless, automated
learning offers many opportunities to retailers.
Some are even profiting from them already!
Applying automated learning to sales data will
enable large retailers to discover new cross-sales
opportunities automatically and to evaluate the
effectiveness of promotions.
Experimenting with predictive models will enable
retailers to optimize inventory management and
refine their promotional materials such as their
large volume of catalogues. Data for the benefit of
sales!
FMCG & RETAIL

18. raoul.garios@backelite.com
tel : 06 37 73 06 71
www.backelite.com
CONTACTEZ-NOUS
Raoul Garios
Responsable de l’offre Performance
CONTACT US
Performance Manager