Facebook Messenger Chatbots: year one in review

Since Facebook announced during its F8 2016 – the annual Facebook gathering for developers – that bots would be integrated into its Messenger platform, bot creation for its messaging service has been growing non-stop. In November 2016, during the Web Summit in Lisbon, Frenchman David Marcus, the brain behind Messenger, assured attendees that 33,000 developers had already participated in the creation of 34,000 bots*!

Alice Raffin

— Data Analyst

François Khoury

— Product Manager, Mobile

Quentin Nicolle-Chalot

— Data Analyst

François Khoury

— Product Manager, Mobile

DMPs made easy: how to be ready for organisational change

“DMP” is the acronym on everyone’s lips, and these days is well-known by most advertisers in Europe and in the US. Today, Data Management Platforms are used by 68% of publishers, media agencies, and brands in Europe*. However, when setting up a DMP, there is one question that is usually asked too late: “What about governance?” If a company implementing a DMP does not consider rethinking its internal structure, the DMP might fall short of its full potential.

Alice Raffin

— Data Analyst

Anaïs Ryterband

— Senior Data Analyst

Combining your DMP and Search strategies: how (not) to get lost along the way

You may think “too much data kills data,” but when it comes to data, quality is more of an issue than quantity. How can data be intelligently organised and used, and easily activated across the media mix to address business needs? This is where the DMP, or Data Management Platform, comes in. Its role is crucial. Use of a DMP for media campaigns will vary according to the media being engaged, particularly for search campaigns, and especially for RLSA (Remarketing List for Search Ads). The objective here is to explain how activating a DMP for Adwords campaigns is particularly specific and complex, and to share fifty-five’s tips for better campaign monitoring and a more precise measure of performance.

Pei Zhang

— Head of Media Expertise & Innovation

Media-buy: is internalisation the new trend? Take our survey!

Advertisers are understanding that data is key to building a consistent and innovative brand experience, and that it is no longer just a media resource but a strategic topic that should be shared across the organisation globally. As a consequence, some advertisers have recently started to bring media-buy in-house.

fifty-five

— the data company

Hugo Loriot

— Media Technologies Director

How ad fraud threatens the whole programmatic industry

Ad fraud has been around for years, but the rise of programmatic and audience targeting campaigns has made it a top concern for brand marketers. Though nobody agrees on its real impact on advertising budgets, fraud casts a shadow on the whole programmatic industry, which eventually leads marketers to re-allocate budgets to allegedly safer environments like Facebook, YouTube and Snapchat.

Hugo Loriot

— Media Technologies Director

François Khoury

— Product Manager, Mobile

Optimise your WeChat strategy through Data & Analytics

WeChat presents tremendous opportunities for brands to engage with their customers, but also generates many frustrations because of a lack of tangible brand and business impact.
Do you want to go beyond standard WeChat KPIs like reach and fan acquisition, and start measuring engagement and conversion? Do you want to start optimising your WeChat performance and drive business results more effectively? Are you curious about WeChat analytics, both in terms of tools and applications?

Xiaoyan Le

— Consulting Manager, 55 Shanghai

Cédric Delzenne

— Head of 55 Hong Kong

Data lake, DMP: same same but different

In recent years, data lake and data management platform (DMP) projects have multiplied in companies, where they are sometimes used alongside each other.
But what is a data lake, what is it used for, and how is it different from a DMP?
Pierre Harand, Managing Director France, and Jean-François Wassong, Global Technology Director at fifty-five, provide their explanations and insights.

Jean-François Wassong

— CTO

Pierre Harand

— Managing Director France

Lan Anh Vu Hong

— Marketing Manager

Data protection: a new trust agreement

The client is king in marketing, and the client’s needs are at the forefront of the design process for new services. Certain questions gnaw away at marketers from Monday to Friday, such as “Are we providing the best possible user experience?”, “What does the app we’re developing truly offer?”, or “Does our product respond to a real market needs?” First answers to these responses can be provided by data: if a user visits my site, I know what product interests him or her; if he or she has read articles on a partner’s platform, I know what tone to use when I address him or her.

Céline Craipeau

— Senior Data Analyst

Mike Bettan

— Head of Media Expertise & Innovation, France

Richard Wheaton

— Managing Director, 55UK

Benoit De La Porte

— Senior Data Analyst

François Khoury

— Product Manager, Mobile

Cookies: Why the European Commission regulation could reinforce the domination of adtech walled gardens

The reform project aiming to reinforce online data privacy that was proposed by the European Commission last week has been received very negatively by the advertising industry. Many analysts feel that, while this regulation will weaken the position of online publishers even more, it will reinforce that of Internet giants such as Google and Facebook. Mats Carduner, CEO of data company fifty-five, gives us his insight in this interview by ad-exchange.fr.

Mats Carduner

— CEO & cofounder

Hugo Loriot

— Media Technologies Director

Entrepreneurs without borders: a visa for European growth

The question of internationalisation as a driver of growth arises at some point for all entrepreneurs today, after they have moved from small start-ups to dynamic SMBs.
Two months after the G20 Young Entrepreneurs’ Alliance summit was held in Beijing, and as political discussion is in full swing, there is still too little being done to simplify international mobility for young companies, and to unify fiscal and legislative frameworks among different countries. Europe should be at the forefront of this effort.

Arnaud Massonnie

— MD & cofounder

fifty-five

— the data company

Mats Carduner

— CEO & cofounder

Planet of the Bots

Few announcements have been as highly anticipated as the launch of a bot platform for Facebook’s Messenger. The site, with some 900 million users, is in a prime position to bring the use of conversational bots, which exist already with other messaging apps, to big brands.

Hugo Loriot

— Media Technologies Director

Brandtech in a Few Questions – And Pictures

fifty-five, who recently joined Brandtech group You & Mr Jones, hosted well-known brands in March 2016 for a conference held at Google’s Paris office: Allianz, Danone, Volvo, AXA, Sigfox, Aufeminin, Parrot, and Snips, a start-up. Brandtech was the topic of the day.
The cartoonist Deligne took this chance to capture a moment in the quickly-evolving world of marketing.

fifty-five

— the data company

Multidevice, multichannel: how can we keep track of the connected customer?

Oh if only I could keep track of my clients from their digital to their physical interaction with my brand… And if only I could adapt messages from one screen to another to avoid repeating the same thing twice to the same person…
What once could be considered a marketing director’s fantasy is actually becoming real as the giants of adtech have understood that realising such a dream could open up major advertising budgets.
Hugo Loriot, Media Technologies Director at fifty-five has accepted to detail for Viuz the possibilities offered by new personalisation and measuring methods that rely on the use of unique user identification between screens and sales channels. According to Hugo, this is an enormous opportunity that companies will need to take as it rapidly transforms into a necessity.

 

 

Hugo Loriot

— Media Technologies Director

fifty-five

— the data company
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À propos

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Édition

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Publication

Lan Anh Vu Hong

Crédits photo

Mats Carduner, Adobe Stock & Unsplash