Vincent Canneva is the head of web and mobile analytics in the Marketing & Services branch at Total, one of the world’s leading energy companies. Facing the complexities of a digital presence involving multiple sites, multiple languages and multiple products, Total is clearly a unique case. Here, Vincent tells us about his activities and involvement in the international rollout of all the group’s sites. Keep reading for the interview.
What is your scope of activity – what do you measure?
I’m responsible for measuring all web and mobile sites and apps of Total Marketing Services, the sales branch, whose mission is to market the group’s products and services across the globe. Total’s web strategy is therefore to provide each local subsidiary with a ready-made website, which the subsidiary can use to communicate its range of products and services. Today, we count more than 140 subsidiaries, which corresponds to about 200 sites. In terms of traffic volume, we saw about 32 million visits in 2014.
How do you approach performance measurement?
We base our measurements on traffic volume indicators, of course, to evaluate our web and mobile sites. But since we are not a pure player, we’ve got the challenge of raising awareness about web analytics within our sales and marketing teams. Our approach is a pragmatic one: Give practical, concrete, and business meaning to these web indicators. For example, we pay special attention to lead generation, with the goal of sending qualified prospects to our sales teams, in order to maximise conversion rates.
So, where do you start when launching such a large-scale rollout?
Two-and-a-half years ago, we launched the new Total.fr website based on a CMS developed under Oracle, and then we began international rollout, starting with our European sites. Today, we are wrapping up the rollout phase for Asian and African zones. Even if each subsidiary operates independently in terms of sales activity, our digital analytics strategy remains centralised.
What are the particularities of a multi-site, international rollout?
The success of a project like this one depends on the coordinated efforts of the entire team working toward the rollout: to guide each subsidiary through site implementation, CMS training, SEO and ranking, and site tagging. The ultimate step is working with local digital agencies in order to declare and then analyse marketing campaigns specific to each subsidiary. To sum it up, the particularity of our mission is that it’s multi-lingual, multi-site, and multi-product and -service.
And are there differences by country when it comes to digital analytics savvy?
Yes, we see that maturity levels vary quite a bit. Certain countries have a true performance measurement culture, whereas others use very simple KPIs. For example, we see many digital marketing operations in a country like Kenya, which is more developed in terms of digital analytics. Turkey is also one of these countries that is very active on social media, which results in lots of traffic being generated to Total’s site. Another example is Senegal, which has the particularity of being very adept in mobile usage (notably via Orange Money, a mobile payment system). This profoundly affects the group’s marketing strategies, and therefore the way we analyse data.
Would you say at Total, you take a “data-driven” approach?
I would say we’re in the early stages, because the creation of our new digital direction is still quite recent. We have nonetheless started the process of promoting a data culture within the company, via the creation of a department entirely dedicated to this. At the local level, we are trying to reason with the digital heads, not in terms of outbound communication but rather in terms of multichannel and mobile communication. This is happening, for example, via partnerships developed with players in the connected car sphere. In a more general manner, Total is expanding its areas of interest to innovative “connected objects” markets and anything that feeds on data.
How do you see web analytics in 10 years?
In the future, web analytics will count as one source among many others in a resolutely multichannel environment. Web purchase and behaviour analyses will remain essential, but they will be cross-compared with all interactions coming from connected objects used by consumers in their daily lives.
Many thanks to Vincent for sharing his experience with us.
Follow Vincent Canneva on Twitter: @vincentcanneva