{"id":75422,"date":"2025-02-08T08:44:15","date_gmt":"2025-02-08T08:44:15","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/le-monde-driving-content-strategy-with-an-analytics-approach\/"},"modified":"2025-02-08T08:44:15","modified_gmt":"2025-02-08T08:44:15","slug":"le-monde-driving-content-strategy-with-an-analytics-approach","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=75422","title":{"rendered":"Le Monde \u2013 driving content strategy with an analytics approach"},"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 the most widely<br \/>\nread newspaper in France, Le Monde has a range of publications and websites, including<br \/>\nthe main French-language news site <a href=\"http:\/\/www.lemonde.fr\">lemonde.fr<\/a>. Adopting an analytics-based<br \/>\napproach is an essential part of the media group\u2019s editorial strategy \u2013 providing<br \/>\nthe highest possible quality of content to their readers. <\/p>\n<p style=\"text-align:center\"><strong>12% increase<br \/>\nin engine traffic \u2013 2019 vs. 2018<\/strong><\/p>\n<p style=\"text-align:center\"><strong>Recovery of<br \/>\n15% of traffic lost to ad blockers<\/strong><\/p>\n<h2><strong>The Challenge<\/strong><\/h2>\n<p>To preserve<br \/>\nthe media brand\u2019s tradition of journalistic excellence within the scope of<br \/>\ntheir digital transformation, Le Monde had to rise to several challenges. Maintaining<br \/>\nthe rapid turnover and precise timing of news was critical \u2013 both to remain<br \/>\ncompetitive and stay ahead of the game. They also needed to ensure that a data-driven<br \/>\napproach was fuelling their journalistic strategy, which involved evangelising<br \/>\nteams in a data culture. Finally, they needed to effectively measure a<br \/>\nfragmented audience in a context of multi-device usage with a mix of identified<br \/>\nand unidentified visitors depending on the media consulted. <\/p>\n<p>Adopting an<br \/>\nanalytics-based approach was therefore essential to Le Monde\u2019s drive to enhance<br \/>\ncontent, acquire audiences and optimise conversions.<\/p>\n<h2><strong>Outcome<\/strong><\/h2>\n<p>AT<br \/>\nInternet\u2019s data insights enabled Le Monde to optimise their content production<br \/>\nchain and use analytical data to identify which content works well to maximize its<br \/>\nexposure.<\/p>\n<p>They were<br \/>\nable to activate the right conversion levers at the right time which led the<br \/>\neditorial staff to gradually switch from a publication mode based on the flow<br \/>\nof information, to a driver\u2019s logic where each piece of content is published in<br \/>\nthe most effective time slot. This involved the staggered publication of cold<br \/>\ncontent in the evenings and weekends (personal life, travel, etc.), with other<br \/>\ntopics covered earlier in the morning (money, finance\u2026), a stronger presence<br \/>\non social networks on Sunday evenings due to a peak audience observed in this<br \/>\nsegment, and thematic content published more in line with readers\u2019 expectations<br \/>\n(cinema on Wednesdays, sports reports early in the morning rather than at<br \/>\nnight\u2026)<\/p>\n<p><em>\u201cSite indicators are extremely valuable. For example, we track the referrer (URL) of each article to find out which pages generate views. We are also able to differentiate the editorial nature of each article, but also the size, date of publication, whether they are free or paid, whether they are read by subscribers or anonymous\u2026 A maximum amount of precious detail to produce in-depth analyses.\u201d<\/em><\/p>\n<p><strong>Pierre Buffet, head of digital studies, Le<br \/>\nMonde group<\/strong><\/p>\n<p>Le Monde used<br \/>\nanalytics to guide their push strategy which led to a better distribution of mailings.<br \/>\nBy targeting of the most promising slots in terms of audience, Le Monde<br \/>\nincreased the number of clicks per push by 13%.<\/p>\n<p>AT\u2019s<br \/>\nsolution also allowed Le Monde to recover between 5% and 15% of its traffic<br \/>\nlost to ad blockers \u2013 while respecting the (legitimate) will of Internet users<br \/>\nnot to be subjected to advertisements.<\/p>\n<h2><strong>Conclusion<\/strong><\/h2>\n<p>By working<br \/>\nwith AT Internet, Le Monde recorded a 12% increase in engine traffic in 2019<br \/>\ncompared to the same period in 2018. Ensuring they worked with high-quality and<br \/>\nreliable data significantly increased their traffic across the board and enhanced<br \/>\nthe value of their real audience. AT also met the group\u2019s need to have a<br \/>\ntrusted third-party tool to provide in-depth solutions on critical issues such<br \/>\nas ad blocking and respect for the privacy of Internet users. <\/p>\n<p><strong>Keen to<br \/>\nfind out more? <\/strong><\/p>\n<p><strong><a href=\"https:\/\/www.atinternet.com\/en\/resources\/resources\/le-monde\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"DOWNLOAD THE CASE STUDY (opens in a new tab)\">DOWNLOAD THE CASE STUDY<\/a><\/strong><\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>As the most widely read newspaper in France, Le Monde has a range of publications and websites, including the main French-language news site lemonde.fr. Adopting an analytics-based approach is an essential part of the media group\u2019s editorial strategy \u2013 providing the highest possible quality of content to their readers. 12% increase in engine traffic \u2013 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":75423,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[12765,11240,7222,650,9380,11636],"dealstore":[],"offerexpiration":[],"class_list":["post-75422","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-analytics","tag-approach","tag-content","tag-driving","tag-monde","tag-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le Monde \u2013 driving content strategy with an analytics approach - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=75422\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le Monde \u2013 driving content strategy with an analytics approach - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"As the most widely read newspaper in France, Le Monde has a range of publications and websites, including the main French-language news site lemonde.fr. 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