Web Analytics wednesday Toronto - October 2011 - Agile Analytics : AT Internet has decided to make analytics Agile - Business Cases - About AT Internet

2. 1/ Organizers :
• Christopher Berry – Syncapse - c.berry@syncapse.com
• Antoine Gay – AT Internet - antoine.gay@atinternet.ca
2/ Business Cases
3/ About AT Internet
4/ Who wins the bottle ? 

3. #wawto
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5. DEFINITIONS:
[Dictionary] “quick and well-coordinated in movement”
*Antoine+ “Awesome and much better”
AT Internet has decided to make analytics Agile, adaptable :
 To simplify tagging processes, data extract
 To optimize interpretation and comprehension
 To bring user knowledge & Online Intelligence

6. CONTEXT:
 Retailer group offering high tech product and services
 Launching a loyalty program campaign and dedicated website
to its clients

7. TARGET:
 Built a strong CRM strategy and improve behavioral knowledge
- Identified visitors/clients
- Funnels multipath
- HeatMaps SEGMENTATION
- Behavior (content)
- Devices
 Rely on a tool and partner (or vendor directly) with expertise and
efficient response and availabilities

8. SOLUTIONS:
 Categories for identified clients and 1 user’s detailed visit
 Identified Visitor Categories in funnels / Conversion Rates
 Funnels and Behavior Path per clients categories or any segment
 Heatmap on Segments (ID users, sources, behavior, goals …)

9. SYNTHESIS:
 It is important to define the right tagging plan, and once that, be
Many to One
clear on your perimeter of analysis before you even start
 It is essential to identify blocking points to improve
 It is important to segment in order to analyze deeper and
understand a behavior and reach your goals
 Immediate benefits = increase average revenue per user (ARPU)
-> an Agile solution will make you an Agile analyst 

11. CONTEXT
 World leader in building materials
(cement, aggregates, concrete and gypsum)
 76.000 employees worldwide
 1,963 production sites
 78 countries
 1 intranet
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12. WEB ANALYTICS CONTEXT
 Managed by communication team
 Highly political position
 Strong expectations to understand data and
create reports to the direction
 But low analytical maturity…
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13. ANALYTICAL SOLUTIONS
 Level 1:
o Training to discover the WA solution and the basis
o Basic reports scheduled every week and month
 Level 2:
o New client needs expression
o One shot tagging audit + recommendations
 Level 3:
o Dedicated AT Internet consultant
o Work with technical agency
o Presentation of quarterly insights
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14. WHAT HAVE BEEN DONE?
 Improve the tagging plan to better analyze the main sections of the intranet:
Business tools ; Health and Safety ; HR information ; Corporate information.
 Deploy a common dashboard to the communication team.
 Connect the LDAP to the WA solution to rely on the geolocalisation analyses
of offices and production sites.
 Segment content analyses with LDAP information (services &
responsibilities) to customize intranet by profile
 Connect WA solution with email platform to send customize internal
newsletter.
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15. IMMEDIATE BENEFITS
 Improve the bounce rate on the homepage
 Ensure that the health and safety news are read by the workers
 Improve the efficiency of the top managers by providing
dedicated tools
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17. Simply 3 Slides :
15+ years experience in the web
3,500+ clients from all sectors
350,000+ sites measured
50+ billion measured page views per month
150+ employees all over the world

18. Mobile & App
Analytics
Web
E-Reputation
Analytics
Digital
WorkSpace
NX

19. “The Company significantly
enhanced its core product, added
new product modules, and
expanded its corporate vision
from web analytics pure play to
broad online intelligence
provider.”
"The Forrester WaveTM : Web Analytics, Q4 2011" -
Forrester Research, Inc. October 6, 2011.

20. Antoine Gay Jean-Baptiste Roux Alexandre Métier
Head of Business Development VP Sales & Marketing Country Manager / Consultant
antoine.gay@atinternet.com jean-baptiste.roux@atinternet.com alexandre.metier@atinternet.com