{"id":68167,"date":"2025-02-04T17:12:45","date_gmt":"2025-02-04T17:12:45","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/a-new-technology-platform-for-at-internet\/"},"modified":"2025-02-04T17:12:45","modified_gmt":"2025-02-04T17:12:45","slug":"a-new-technology-platform-for-at-internet","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=68167","title":{"rendered":"a new technology platform for AT Internet ?"},"content":{"rendered":"


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AT Internet Headquarter. Credit: <\/em>Xavier Bellenger<\/em><\/a><\/p>\n

In recent years, the\u00a0requirements for\u00a0analytics as well as the range\u00a0of data user profiles\u00a0has shifted dramatically.\u00a0At the same time, there has been an increasing demand for\u00a0flexibility, customisation and power.\u00a0As the number of\u00a0technical\u00a0providers continues to grow, the offerings\u00a0of digital performance measurement solutions have\u00a0become\u00a0somewhat\u00a0diluted\u00a0\u2013 resulting in a\u00a0complex,\u00a0uneven\u00a0and incomplete market.<\/p>\n

As a\u00a0long-term\u00a0player and digital analytics pioneer since 1996, AT Internet has taken an innovative approach to the current market challenges\u00a0and completely\u00a0redefined\u00a0its technologies. With an approach\u00a0strongly\u00a0focused on the needs of our users, while\u00a0adhering to\u00a0our values (ethical and\u00a0eco-responsible), we have\u00a0set out on\u00a0a\u00a0genuine\u00a0product revolution.\u00a0Our goal was more than just creating the most functions \u2013 an approach that goes against today\u2019s need for tools that are accessible to everyone and allow users to act quickly.\u00a0Instead, we\u2019ve\u00a0aimed to apply the most\u00a0recent technological developments\u00a0\u2013 to provide an intelligent solution to\u00a0marketing, product strategy, UX and General Management\u00a0challenges \u2013 while remaining focussed on\u00a0the need for energy conservation and\u00a0importance of\u00a0privacy by design<\/em>.<\/p>\n

Here\u2019s the full rundown of\u00a0our\u00a0vision, technical approach and\u00a0how\u00a0AT Internet\u00a0carried out this\u00a0technological shift.<\/p>\n

A diverse and complex digital analytics market<\/strong><\/h2>\n

When\u00a0AT Internet arrived on the scene, we essentially measured\u00a0interactions between computers and web pages. 20 years later,\u00a0the market has come a long way. Users\u00a0now\u00a0combine\u00a0a range of\u00a0devices (smartphones, connected watches,\u00a0voice assistants\u00a0etc.) to access the\u00a0wide range of\u00a0platforms each brand offers (website, mobile site, iOS application, Android application, etc.).\u00a0To respond to this,\u00a0Digital Analytics solutions now need to\u00a0measure these\u00a0complex\u00a0journeys\u00a0in their entirety and\u00a0as exhaustively as possible.\u00a0The\u00a0fact that there is an\u00a0extremely wide and strategic\u00a0scope\u00a0of use of this data\u00a0means that it\u00a0also\u00a0has to\u00a0be highly reliable.<\/p>\n

However, the reality of today\u2019s\u00a0Digital Analytics market is\u00a0complex.\u00a0Even if\u00a0everyone agrees on the importance of having a complete,\u00a0coherent\u00a0and\u00a0accurate\u00a0knowledge of the reality of uses, a company\u00a0looking to purchase the most appropriate solution still needs to\u00a0understand the\u00a0range of different approaches on the market.<\/p>\n

Digital Marketing Analytics\u00a0<\/strong>tools, designed to\u00a0meet\u00a0specific digital marketing issues, have a\u00a0range\u00a0of\u00a0complex\u00a0concepts (traffic acquisition, monetisation, numerous metrics and specific analyses\u2026).\u00a0<\/strong>AT Internet, Adobe Analytics and the market share leader Google Analytics are clearly positioned in this category.\u00a0The quantity and variety of standard information is probably the main advantage of these players, especially for marketing management roles.\u00a0Nevertheless, these tools can quickly reach their limits when it comes to analysing very specific company concepts.<\/p>\n

Product Analytics<\/strong>\u00a0tools have been able to\u00a0take advantage of the drawbacks\u00a0of\u00a0Digital Marketing Analytics\u00a0to\u00a0gain a place in\u00a0the market. American\u00a0providers\u00a0such as\u00a0Mixpanel, Amplitude or Heap analytics,\u00a0have\u00a0a high degree of flexibility, allowing them to measure interactions that are very\u00a0specific to the development of a product or service.\u00a0Their perceived simplicity is\u00a0a strong\u00a0selling point for profiles\u00a0in the product domain (Product Managers, Product Owners etc.).\u00a0Their disadvantage\u00a0is\u00a0that the high degree of flexibility\u00a0can make them complex\u00a0when it comes to having reliable and exhaustive data\u00a0\u2013\u00a0as\u00a0very few analyses are ready to use.\u00a0To reconstruct the visit metrics or to rebuild the dozens of marketing analyses available and necessary in digital analytics\u00a0is both\u00a0tedious and potentially hazardous.\u00a0There are countless risks of error and it is unrealistic to imagine certifying audiences in this way.<\/p>\n

Finally,\u00a0In-house<\/strong>\u00a0tools (designed in-house), have\u00a0for a\u00a0long\u00a0time\u00a0been only available to more mature companies. However, the\u00a0availability\u00a0of cloud platforms has democratised the tools needed for\u00a0In-house\u00a0projects.\u00a0These tools can offer end-to-end customisation capabilities (nature of the data collected, processing applied, restitution interfaces) while offering configurable computing power.\u00a0But beyond the exceptional skills required to successfully complete this type of project, this approach often requires numerous functional trade-offs for an economical balance that is often very challenging to maintain over time (development costs, risks, technical debt, maintenance, etc.). In addition, technical developments (cookies, adblocking, new media) and recent legislation (e.g.\u00a0the GDPR) make it difficult to ensure reliability and compliance. In practice, companies that have the skills to deliver and, above all, maintain such projects are\u00a0few and far between.<\/p>\n

As a result, companies\u00a0may be tempted to combine the Digital Marketing Analytics and Product Analytics tools to answer all the questions\u00a0they\u00a0may have about its users, while still having the flexibility of an In-House solution. However, the high cost of doing\u00a0this\u00a0makes\u00a0it\u00a0unsustainable in the long term, especially for tools that work in silos at the expense of data quality.<\/p>\n

The\u00a0<\/strong>elements<\/strong>\u00a0of a new technological platform\u00a0<\/strong><\/h2>\n

In addition to the robustness and reliability of our solution\u2019s analytical core, developed and proven for over 20 years by tens of thousands of users, we\u00a0are\u00a0adding\u00a0three new\u00a0key\u00a0ingredients to\u00a0deliver\u00a0the best of\u00a0Digital Marketing, Product and In-house analytics.<\/p>\n