{"id":66459,"date":"2025-02-03T18:31:11","date_gmt":"2025-02-03T18:31:11","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/analytics-driving-growth-from-piloting-to-personalisation\/"},"modified":"2025-02-03T18:31:11","modified_gmt":"2025-02-03T18:31:11","slug":"analytics-driving-growth-from-piloting-to-personalisation","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=66459","title":{"rendered":"Analytics driving growth from piloting to personalisation"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"wtr-content\" data-bg=\"#0cacf8\" data-fg=\"#0cacf8\" data-width=\"5\" data-mute=\"\" data-fgopacity=\"1.00\" data-mutedopacity=\"1.00\" data-placement=\"top\" data-placement-offset=\"48\" data-content-offset=\"0\" data-placement-touch=\"top\" data-placement-offset-touch=\"0\" data-transparent=\"1\" data-shadow=\"1\" data-touch=\"\" data-non-touch=\"1\" data-comments=\"0\" data-commentsbg=\"#0cacf8\" data-location=\"page\" data-mutedfg=\"#0cacf8\" data-endfg=\"#f44813\" data-rtl=\"\">\n<p>As\u00a0France\u2019s\u00a0leading\u00a0national\u00a0sports daily,\u00a0<a rel=\"noreferrer noopener\" href=\"https:\/\/www.lequipe.fr\/\" target=\"_blank\">L\u2019\u00c9quipe<\/a>\u00a0has a\u00a0comprehensive digital offering\u00a0that\u00a0attracts\u00a02.8 million users per day (including 1.2 million users on applications) and 1.5 billion page views per month.\u00a0Thanks to the\u00a0decisively\u00a0<em>data-driven<\/em>\u00a0approach\u00a0adopted by the sports brand,\u00a0and with a\u00a0digital\u00a0team\u00a0that covers\u00a0a wide\u00a0scope\u00a0of\u00a0SEO, traffic management and data science activities,\u00a0L\u2019\u00c9quipe\u00a0has managed to significantly\u00a0boost\u00a0its performance and accelerate growth.\u00a0<\/p>\n<p class=\"has-text-align-center has-large-font-size\"><strong>+ 80% page<\/strong><strong>\u2013<\/strong><strong>views<\/strong><strong>\u00a0\/ + 113% subscriptions<\/strong>\u00a0<\/p>\n<p class=\"has-text-align-center has-large-font-size\"><strong>Push notification opening rate x30<\/strong>\u00a0<\/p>\n<h2><strong>The Challenge<\/strong><strong>s<\/strong>\u00a0<\/h2>\n<p>With a\u00a0business model based on paid subscriptions and display advertising,\u00a0it was\u00a0vital to integrate\u00a0analytics\u00a0as much as possible to\u00a0generate\u00a0maximum\u00a0user\u00a0engagement.\u00a0The goal of this\u00a0analytics-driven approach\u00a0was to allow\u00a0L\u2019\u00c9quipe\u00a0to\u00a0hone\u00a0their content strategy\u00a0and optimise decision making.\u00a0The\u00a0aim\u00a0was to\u00a0enable\u00a0the\u00a0editorial staff\u00a0to focus\u00a0on subjects of interest, when to publish content,\u00a0and\u00a0how to edit and optimise strategic\u00a0pages\u00a0(i.e. the home page),\u00a0in order to\u00a0continually\u00a0maximise content, format, timing,\u00a0and\u00a0support,\u00a0with\u00a0the\u00a0teams in real time.\u00a0<\/p>\n<p>L\u2019\u00c9quipe\u2019s\u00a0digital team also\u00a0wanted\u00a0to\u00a0implement\u00a0methods\u00a0to\u00a0activate\u00a0data to personalise the content offer,\u00a0such as\u00a0user scoring\u00a0\u2013\u00a0as well as\u00a0different\u00a0approaches\u00a0to enhance\u00a0content recommendations, acquisition\u00a0and\u00a0loyalty building, etc.\u00a0\u00a0<\/p>\n<h2><strong>Outcome<\/strong>\u00a0<\/h2>\n<p>With the insights gained from\u00a0AT Internet\u2019s\u00a0analytics,\u00a0teams\u00a0have been\u00a0able to\u00a0optimise\u00a0the\u00a0creation\u00a0of content\u00a0and directly influence what they want to highlight.\u00a0This\u00a0has allowed them to\u00a0carry out\u00a0several actions to optimise the editorial strategy.\u00a0\u00a0<\/p>\n<p>Prioritising the choice of subjects for\u00a0L\u2019\u00c9quipe\u2019s\u00a0previews\u00a0has\u00a0enabled them to detect new\u00a0audience\u00a0potential.\u00a0They\u00a0have\u00a0also\u00a0been able to\u00a0drive a more effective approach to UX and better control the distribution of free vs. paid content\u00a0by\u00a0analysing page positions and navigation sequences\u00a0to carry out\u00a0menu modifications (i.e.\u00a0which sports or competitions to highlight) or editorial choices.\u00a0In addition, switching a certain number of articles to free versions on the web has\u00a0helped\u00a0their referencing and offered a better visibility over\u00a0content related to less popular sports.\u00a0<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>Compared to a few years ago, the\u00a0awareness of the\u00a0value of data\u00a0now\u00a0plays a major role in\u00a0L\u2019\u00c9quipe\u2019s\u00a0strategy.\u00a0Although\u00a0this huge progress has\u00a0taken time to achieve,\u00a0a\u00a0data-driven approach has become fully integrated within the marketing, product owners, editorial and IT teams.<\/p>\n<\/blockquote>\n<p class=\"has-text-align-right\"><strong>Romain Lhote, Head of Data<\/strong><\/p>\n<p>As well as optimising content performance,\u00a0the teams wanted to\u00a0activate data to\u00a0drive\u00a0content recommendations, loyalty actions or new acquisition strategies\u00a0\u2013 thereby boosting the\u00a0personalisation of their approach.\u00a0By\u00a0exploiting advanced\u00a0behavioural data analytics, they were able\u00a0to\u00a0put forward\u00a0dynamic content and\u00a0therefore\u00a0increase the\u00a0consumption of relevant content.\u00a0<\/p>\n<p class=\"has-large-font-size\"><strong>Conclusion<\/strong>\u00a0<\/p>\n<p>By working with AT Internet,\u00a0L\u2019\u00c9quipe\u00a0was able to boost its page views by\u00a080%\u00a0and subscriptions by\u00a0113%.\u00a0Their\u00a0ultimate goal\u00a0is to allow\u00a0their\u00a0homepage\u00a0to\u00a0be customised according to the interests of users for a particular sport.\u00a0Following a\u00a0front-page article,\u00a0each subscriber will\u00a0then\u00a0be able to benefit from a selection of secondary articles that will be adapted to\u00a0their\u00a0profile. The possibilities and applications envisaged will then be\u00a0limitless.\u00a0\u00a0\u00a0\u00a0<\/p>\n<p><strong>Keen to discover more?\u00a0<\/strong>\u00a0<br \/><a rel=\"noreferrer noopener\" href=\"https:\/\/www.atinternet.com\/en\/resources\/resources\/lequipe\/\" target=\"_blank\"><strong>DOWNLOAD THE CASE STUDY<\/strong><\/a>\u00a0 <\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>As\u00a0France\u2019s\u00a0leading\u00a0national\u00a0sports daily,\u00a0L\u2019\u00c9quipe\u00a0has a\u00a0comprehensive digital offering\u00a0that\u00a0attracts\u00a02.8 million users per day (including 1.2 million users on applications) and 1.5 billion page views per month.\u00a0Thanks to the\u00a0decisively\u00a0data-driven\u00a0approach\u00a0adopted by the sports brand,\u00a0and with a\u00a0digital\u00a0team\u00a0that covers\u00a0a wide\u00a0scope\u00a0of\u00a0SEO, traffic management and data science activities,\u00a0L\u2019\u00c9quipe\u00a0has managed to significantly\u00a0boost\u00a0its performance and accelerate growth.\u00a0 + 80% page\u2013views\u00a0\/ + 113% subscriptions\u00a0 Push notification opening rate [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":66460,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[12765,650,3426,35685,35684],"dealstore":[],"offerexpiration":[],"class_list":["post-66459","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-analytics","tag-driving","tag-growth","tag-personalisation","tag-piloting"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - 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