Since 2013, Cedric Ferreira has been AT Internet’s Director of Product Marketing. Today, he’s sharing his thoughts on where AT Internet’s solution stands today, and the major challenges it responds to. He will also unveil – exclusively for us! – some new features on the 2016 roadmap.
It’s the start of 2016. Where does AT Internet stand in the digital marketing ecosystem?
More than ever, we remain focused on digital analytics – our core business for nearly 20 years. At a time when many of our market competitors are diversifying in order to offer “marketing suites”, we are still focused on offering the very best in digital analytics services. It’s very important for us that every client be able to choose the solutions most adapted to them in every area of digital marketing. That’s why our solution is designed in such a way that it remains open and flexible to integrate with other tools on the market, and ensures that data can be easily transformed into real action.
A recent study* shows a growth in market share in 2015. Who are AT Internet’s current clients?
For example, we count well-known brands like The Huffington Post, Le Monde, Europcar, Total, Accor and Best Western among our clients.
What kinds of users does AT Internet target?
Our solution touches an increasingly wide range of different users and roles within a company. We can generally classify our users into two categories: experts and business users. In first category are users who have highly advanced requirements – for example, digital analysts or business analysts, and in some case, data scientists. As for the business user category, it varies greatly from one industry to the next, but to cite a few examples… journalists, marketers, brand managers, product owners, financial managers and, in general, decision-makers requiring quality data. To efficiently answer the needs of such a diverse group, our solution contains complementary applications which can be used independently of one another, in order to adapt to each person’s individual requirements.
What challenges and difficulties do these users face today?
- Quickly deal with the (painful) stage of data collection: 10 years ago, most companies had just one website to manage. Today, with mobile apps and mobile sites, the scope of digital performance to be measured has greatly expanded, making tagging more complex, longer and different depending on the platform. We must considerably reduce implementation time, via tools that are more agile, without compromising data quality.
- Get an exhaustive and holistic view of the visitor journey, regardless of channels and devices used: We offer cross-channel measurement, which is essential. The challenge here lies in being able to put performance indicators into perspective by viewing them side-by-side, in the same interface, to compare usage and behaviour on mobile with that observed on desktop or even offline.
- Handle data with agility: In other words, being able to extract the maximum value from data. For this, our clients should be able to analyse their data in depth, easily compare it, segment it, and also easily extract it from the digital analytics tool in order to push the data into other systems.
- Democratise data within the company in order to meet growing and increasingly varied demand: The number of people within an organisation who consume data is multiplying, which puts digital analysts under great pressure. We’re able to help the analyst share clean, readable data in an adapted format with the people who need it. Another challenge here is providing decision-makers with direct access to the analytics tool, by offering pre-built analysis templates based on his or her needs.
Can you give us any glimpses into new features for 2016?
The 2016 roadmap is particularly rich this year. I can reveal some of our key projects for each of the themes mentioned above.
We’ll be launching many innovative features that fall under the theme of simplifying data collection, notably the SmartSDK, which will let you tag applications in the easiest way possible: by simply using your app!
We’re also working toward a unified, holistic view, by enriching features related to app measurement (retention diagram and new analyses…), and adding more valuable cross-device information.
For data that’s even more actionable, we will offer an all-new way of analysing funnels, and we’ll be enriching our interconnections with other solutions in the digital ecosystem.