Data was alive and kicking at the 2017 Digital Analytics Forum in Paris

By Alexis Fillon posted 24 days ago

  
Originally published on the Digital Analytics Blog on November 17, 2017 by Alexis Fillon, Digital Marketing Coordinator at AT Internet. See the original blog post.

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Every year, our Digital Analytics Forum (or DAF for the acronym lovers out there) unites analysts and business users from all industries for a day of innovation and exchanges on major challenges in digital analytics. The Digital Analytics Forum is the opportunity to discover the latest additions to AT Internet’s Analytics Suite, of course, but it’s also a chance to participate in workshops and expert talks. By the end of the day, participants will have a clear view of the digital analytics landscape today and (especially) tomorrow. Read on to discover our 4 favourite highlights of the 2017 Digital Analytics Forum!


Launch of the Analytics Suite 2

The product marketing team, led by Cédric Ferreira, had the big job of presenting our vision of digital analytics, as well as the latest features of our solution. Two main themes stood out this year:

  • “Data you can trust”: How can you use data correctly and optimally if you can’t trust its quality? Without trust, analytics processes are doomed to fail. That’s why AT Internet has developed a data quality toolbox, to help customers achieve strong data quality via tools for consistent implementation (SmartTag) and easy tag testing that you can do yourself (Tag Inspector, a free browser extension available in the Chrome Web Store). Unable to test all pages of your website manually? Tag Crawler, the result of our partnership with OnCrawl, lets you verify tagging on a large scale. No matter how careful you are when implementing tags, errors can slip by (hey, it happens to us all…): Data Manager lets you apply corrections quickly and easily… and no need to have a PhD in web development! Which leads us to the second theme.
  • “Insights for everyone”, or the ability to identify insights and broaden their impact for different types of data users across your company. Analytics data democratisation means sharing the right data with the right people within your organisation. Your HR manager definitely won’t need the same data as your sales director: this is where dashboards and reports come in, making it easy for the analyst to distribute data. Above all, Explorer, the latest addition to the Analytics Suite 2, makes it possible for users to quickly find the most useful information and analyse in just a few clicks.

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Best of all, the 
Analytics Suite 2 is now available in beta for all users! Our consultants and product owners were on hand at the Digital Analytics Forum to answer questions about the AS2 and its different integrated modules: ExplorerUser InsightsNavigation, RFM analyses, API…

Excellent expert talks…

… on topics that speak to us all. AT Internet CEO Mathieu Llorens kicked things off by evoking the election of Donald Trump just over a year ago, distorted by incomplete data and insufficient interpretations. Analysts everywhere had predicted that his rival would win the election, yet we all know how things turned out… Mathieu also highlighted AT Internet’s strong growth in the global digital analytics market, mentioning our “Leader” status in the latest version of “The Forrester WaveTM: Web Analytics, Q4 2017” from Forrester Research, Inc.

Next, we had the honour of hearing from Neil Mason, Director Emeritus of the Digital Analytics Association, who spotlighted the digital analyst’s role up until now, and discussed how it will change in the future as new technologies emerge. Machine learning, predictive analytics and excessive automation will mean, according to recent studies, that data scientists very may well be out of a job by 2025!

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Analysts face another major challenge in 2018: that of data protection and more specifically, the GDPR (General Data Protection Regulation) which takes effect next May. Clémence Scottez, head of the economic sector department at the CNIL (France’s data protection authority) and Ludivine Lille, a lawyer specialised in new technologies and intellectual property, updated us on this regulation and its impact on companies, including the potentially massive fines in cases where the regulation is not respected. Digital analytics data is of course impacted by this regulation, and as a data processor, AT Internet can provide its clients all the necessary guarantees.


Best of breed: Taking data further with our partners

The multiplication of digital marketing tools can make it pointlessly complex to choose a solution. At AT Internet, we believe that a stronger integration with fewer tools is more pertinent for the end user, which is why we decided to highlight our partners in this “best of breed” approach: testing with AB Tasty, push notifications with Accengage, tag management and DMP with Commanders Act, SEO with OnCrawl, and market intelligence with SimilarWeb. Our partners were present throughout the event to advise clients on the various elements of their digital strategy, and each participant had the opportunity to participate in our partner workshops. In just 45 minutes they could become a conversion expert, or uncover the secrets of the Google algorithm. All was possible at the Digital Analytics Forum!

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From Grand Analytics to Grands Crus Classés!

As you probably know, our solutions are proudly developed in Bordeaux, France, where Grands Crus were the specialty before Grand Analytics! We were therefore excited to host our customers and partners in a brand-new, spacious and redecorated venue in the heart of Paris. The environment was perfect for networking and creating rich exchanges between people passionate about analytics. We downloaded the new Explorer app for mobile, we logged into the Analytics Suite 2 for a peek at what’s new, and we celebrated now being able to make Data Query calls on a one-year period (instead of the previous 6-month limit!)… all that over a glass of Bordeaux Grand Cru Classé. What more could you ask?

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If the enthusiasm shown by our clients, partners, guests and Tweeters (who made the event a top trend on French Twitter, merci!) is anything to go by – not to mention the excitement of all AT Internet teams on the big day – we have no doubt that digital analytics professions will thrive in the upcoming years. So yes, get ready, it will be necessary to adapt: analyse, report, extract, interpret, and make data actionable to create, improve, optimise, and start all over. But that’s already what we do every day, right? On November 9, 2017, data was most definitely “alive and kicking!”
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