I’m a data analyst

By all accounts, I have the sexiest job of the century*. 
I’m not a model or a rock star - I’m a data analyst.

Google Marketing Next 2017: What you should remember

Google Marketing Next − the yearly big event for the Mountain View giant, dedicated to its advertising products for measurement and activation – took place in San Francisco from 22 to 24 May. 55 was there, and took note of three trends and major announcements from Google.

 

Applying Big Data to online merchandising

How does Big Data allow us to predict customer behaviour and to optimise merchandising? How does data science applied to merchandising translate into concrete business wins?

Adobe Summit 2017: What You Should Remember

This year’s Adobe Summit EMEA was held in London on May 10th and 11th, and, as usual, conferences were full of useful information. The 2017 theme echoed last year’s (the Client): Customer Experience. The Summit is always highly anticipated, as it is the moment where big announcements are made about upcoming changes for Adobe tools and their various uses. Beyond the notable presence of Colin Firth (!), we jotted down the following announcements:

Adobe, Oracle and Salesforce enter into their own Game of Martech Thrones against Google

The three SaaS giants are acquiring marketing technology tools and emerging as competitors of Google, who wishes to lock down the market as it did for adtech.
The line between adtech and martech is becoming blurrier, but it’s not by chance that these two worlds have been moving closer and closer together lately. Au contraire, it proves that companies specialised in SaaS solutions intend to take back some ground from Google.

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*!

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.

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.

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.

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?

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.

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.

Mike Bettan

— Head of Media Expertise & Innovation, France
close legal

À propos

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec a venenatis dolor, non ornare ligula. Nam ultricies elementum tellus, sed pulvinar libero egestas nec. Fusce facilisis nulla vestibulum, commodo neque eget, dapibus lacus. Aliquam neque felis, sagittis nec consequat sed, commodo ac ipsum. Sed neque tortor, semper quis viverra et, malesuada et eros. Donec at dui ut ligula pharetra aliquet. Etiam dapibus semper orci. Integer efficitur dolor tortor, nec mattis elit placerat vel. Ut nulla enim, lacinia in pharetra id, convallis vitae massa. Donec neque est, tincidunt non ullamcorper commodo, tincidunt non turpis. Pellentesque viverra enim a sapien placerat, ut volutpat mauris condimentum. Proin tincidunt sollicitudin dui, sit amet condimentum ante commodo a. Aenean posuere aliquam purus, sed aliquam magna sagittis finibus. Morbi molestie feugiat feugiat. Phasellus tempus in dolor vel maximus. Cras efficitur sagittis lorem porta iaculis. Maecenas sed hendrerit urna. In mattis posuere purus, sit amet placerat arcu posuere quis. Etiam nec arcu nec magna interdum maximus. Integer sit amet lacus neque. Curabitur interdum molestie magna, in scelerisque tellus iaculis sed. Sed nec metus ut purus efficitur laoreet a quis eros. Proin dui dui, dignissim eget risus sit amet, bibendum condimentum velit. Maecenas in justo eu elit eleifend consectetur. Aenean scelerisque fringilla sollicitudin. Nam sem nibh, pharetra nec lacus non, mollis interdum odio. Aliquam sollicitudin posuere nibh sed eleifend.

Édition

55 SAS, 5 — 7 rue d'Athènes

75009 Paris

+33 1 76 21 91 37

Hébergement

OVH SAS

2, rue Kellermann

59100 Roubaix

+33 8 20 69 87 65

Publication

Lan Anh Vu Hong

Crédits photo

Mats Carduner, Adobe Stock & Unsplash

Vous avez aimé nos nouvelles fraîches sur l'état du marché brandtech ? Inscrivez vous à notre newsletter