Web marketing wednesday ottawa 2011 at internet

ONLINE INTELLIGENCE SOLUTIONS© COPYRIGHT 2011

[email protected]

Online Intelligence Solutions

WEB MARKETING WEDNESDAY

Ottawa – October 12th 2011


[email protected]

WEB MARKETING WEDNESDAYAGENDA1/ Organizers :

• Ben Myers – [email protected]• Alexandre Métier – [email protected]• Antoine Gay – [email protected]

2/ Business Cases

3/ Q&A

4/ Topics and Debatehttp://bit.ly/wmwott you can still vote for topics to debate

later

5/ about AT Internet

http://bit.ly/wmwott

http://bit.ly/wmwott


[email protected]

AGENDA

1. European data policy2. Customer case study

Intranet & strategic information

3. Ministry of transports of QuébecQuick deployment, local support


[email protected]

LIVE COMMENTS ON TWITTER

#wmwott

4


[email protected]

PRIVACY ISSUES - EUROPE



[email protected]

WEB MARKETING WEDNESDAYPrivacy Issues - Agenda• Why Data Privacy is important?

- Definition and scope of private data- Who collects private data and how?

• The law- EU Legislation- National views for France, Germany, UK and Spain, rest of the world

• The auto-regulation:- Advertisers- Web browsers- [Other players = not treated here]

• AT Internet & the market- Our analysis of the situation- Our future in this landscape- Online Privacy, a key differentiator for AT Internet


[email protected]

WEB MARKETING WEDNESDAYPrivacy Issues – The Scope of Private Data

The scope of Private DataPrimary private data = Nominative data

- Name- First name- Address- Credit card number,…

Secondary private data (i.e. we may find you with this data)- IP- Cookie (what is stored in the cookie?)

Sensitive Personal Data = gender, religion, ethnicity, etc. (not exactly private data, but to be treated with caution)

The treatment of the Private DataLegitimately collectedFor a legitimate and explicit goalHow do you process it?

=> Security and integrity of the data (see the scandal about Facebook or other leakage)=> Confidentiality


[email protected]

WEB MARKETING WEDNESDAYPrivacy Issues – Who collects Data and How ? • Websites

Cookies, IP (log servers)FormulariesWebsites which purpose is to collect private data (Facebook, Linked-in, etc.)Event or mini-games websites…

• Websites’ ProvidersAd ServersWeb AnalyticsInternet Providers (e.g. Phorm and British Telecom debate) …

• Software connected to Internet Big corporation (Microsoft for example)Spyware…

• Others…Google Street View….


[email protected]

WEB MARKETING WEDNESDAYPrivacy Issues – The EU• An old concern

– Directive in 1995– Directive in 2002– Directive in 2009

• Based on a permanent vision– Having a legitimate and clear goal– The right of opposition– Prior consent from the user

• It is unclear what impact the amended E-Privacy Directive will have on the use of cookies in online advertising. Interpreted strictly by Member States, the "opt-in" approach could be a significant obstacle to industry.

• Questions?– Is this legislative rhythm compatible with the evolution of the technology?– Is this guideline precise enough?– What are the risks of discrepancy between EU countries?– Is the vision of the EU correct?


[email protected]

WEB MARKETING WEDNESDAYPrivacy Issues – UK, Germany, Spain and France• The obligation of transposition before the 24th of May 2011

– France will use an “ordonnance” (law done by the government)– UK: “Government is committed to introducing the amended provision in a way that minimises impacts

to business and consumers.” (See here and here) – Germany, Spain : Not clear…

BelgiumCurrent cookie practice - An opt-out approach is currently adopted. In practice, most widely-used browsers have a default setting that automatically allows cookies.GermanyCurrent cookie practice - The "right to refuse" in the original Article 5(3) has not been implemented. However, in practice, website privacy notices usually advise the user of the ability to change browser settings to opt-out.ItalyCurrent cookie practice - The legislation requires explicit consent. However, in practice this can be dealt with by a website privacy notice.FranceCurrent cookie practice - The current implementing legislation does not specifically provide for the use of cookies.Draft opt-in legislation has been proposed, changed according to the last rumors.SpainCurrent cookie practice - Consent is dealt with by website terms and conditions and browser settings.The Spanish advertising industry has rejected the Working Party opinion and is considering adopting annual consent procedures.UKCurrent cookie practice - An opt-out approach is currently adopted. The Government has specifically rejected the opt-in approach.

http://blogs.olswang.com/datonomy/2011/04/15/cookies-and-the-uks-response-whats-new/

http://www.huntonprivacyblog.com/2011/03/articles/european-union-1/details-of-uks-approach-to-implementation-of-eu-cookie-rule/


[email protected]

WEB MARKETING WEDNESDAYPrivacy Issues – Rest of the World

More details by country: http://www.forrester.com/cloudprivacyheatmap

http://www.forrester.com/cloudprivacyheatmap


[email protected]

WEB MARKETING WEDNESDAYPrivacy Issues – Auto-regulation / Advertisers (IAB) • The IAB Europe has adopted a European Self-regulation for Online Behavioral chart the 7th of

April 2011 (because of the e-privacy directive):• Opt-In only for “Companies that collect and use data via specific technologies or

practices that are intended to harvest data from all or substantially all URLs traversed by a particular computer or device across multiple web domains”.

• Opt-out• Ads mentioned by a clear and unique icon• Education and OBA User Choice website www.youronlinechoices.eu• Children protection reaffirmed (how?...) and sensitive segments

• Very pragmatic and Anglo-Saxon approach => business oriented

• What is in question here the right to be forgotten :• Remember the pop-ups and how they have been criticized then banned• Retargeting and Adserving without capping have been the problems (eg: Criteo)=> Self-regulation is needed

http://www.youronlinechoices.eu/


[email protected]

WEB MARKETING WEDNESDAYPrivacy Issues – Auto-regulation / Web Browsers• All Internet browsers include configurable confidentiality functions:

• Excluding third-party cookies (all)• Excluding none to all cookies (8 levels in IE9, much more basic in Chrome)• Blocking pop-up (3 levels in IE9)• Geolocalisation (IE9, Chrome10.0)

• There are no agreements between these editors but it seems to have a consensus:• the Internet user has the ability to block EVERYTHING• It is not activated by default (average level activated by default, which is not a problem

at all for legal businesses)

• Main risk for AT Internet• If the browsers decide to block all cookies or black-list us• The probability is close to zero because they live from advertising and they need the

cookies (AT Internet works closely with Microsoft and Google would not go in this direction)


[email protected]

WEB MARKETING WEDNESDAYPrivacy Issues – Auto-regulation / Other Players• Emailing solutions => already strongly regulated

• All companies working around databases of emails, names, phone numbers, etc. (event websites, mini-games,…)

• E-Merchants (payments methods)

• Search engines

• …


[email protected]

WEB MARKETING WEDNESDAYPrivacy Issues – Danger for Internet users ?

The privacy online is different from the off-line world:- From files (offline) to TRACES (online)- The right to tranquility- The right to be forgotten- [Security and integrity of data]

Apparition of huge corporations, young and without much external control- Google, Facebook, Microsoft…- The main risks are there without any doubt : these corporations gather much data of many kinds => Crossing the data has ALWAYS been the problem with personal data- That is why Google Analytics is forbidden in Germany

A clear need for education (where we all have a role)- For companies (Privacy by design for example)- For individuals (including children)


[email protected]

WEB MARKETING WEDNESDAYPrivacy Issues – What about AT Internet ? • Simply :

http://en.atinternet.com/Company/Data-protection-policy.aspx

• We also offer to our German clients a very specific process to treat the IP address: - During the data collection, the last two digits of the IP address are immediately removed and the complete IP address is never saved. The IP is then anonymous so the user cannot be traced back. - This IP address is saved and stored and this data is kept for a maximum of 6 months.

• Main risk for AT Internet?- If the browsers decide to block all cookies or black-list us

=> The probability is close to zero because they live from advertising and they need the cookies- Opt-in for all cookies?

Þ Very low probability from the legislator + AT Internet can measure first-party cookie - The Internet being based on IP addresses for web servers and web clients, there are no risks that they will disappear; so no risk for our Geolocalisation.


[email protected]

WEB MARKETING WEDNESDAYPrivacy Issues –Competitive Advantage for AT Internet • AT Internet is based in a country where the legislation is defined as “restrictive” by Forrester

Research.

• AT Internet’s products have been granted the German TÜV certification about Personal Data (most restrictive legislation in the world)

• All our main competitors are based on the US sole, a country with “minimal restriction” about personal data.

• AT Internet has a customer-based approach and adapts its product to local practices and legislation (eg: the shortened IP for Germany or the CNIL declaration in France).

• AT Internet has the strongest SLA in the market, which guaranties the best physical security and integrity of the customer’s data.


[email protected]

INTRANET Customer case study



[email protected]

INTRANET: CUSTOMER CASE STUDYCONTEXT World leader in building materials(cement, aggregates, concrete and gypsum) 76.000 employees worldwide 1,963 production sites 78 countries 1 intranet

BUSINESS TOOLS AND STRATEGIC INFORMATION


[email protected]

INTRANET: CUSTOMER CASE STUDYPROBLEMATIC

How to ensure the health and the safety of the workers? How to improve the efficiency of the managers? How to stay #1?



[email protected]

INTRANET: CUSTOMER CASE STUDYWEB ANALYTICS CONTEXT Managed by communication team Highly political position Strong expectations to understand data and create reports to

the direction But low analytical maturity



[email protected]

INTRANET: CUSTOMER CASE STUDYANALYTICAL SOLUTIONS Level 1:

o Training to discover the WA solution and the basiso Basic reports scheduled every week and month

Level 2:o New client needs expressiono One shot tagging audit + recommendations

Level 3:o Dedicated AT Internet consultanto Work with technical agencyo Presentation of quarterly insights



[email protected]

INTRANET: CUSTOMER CASE STUDYWHAT HAVE BEEN DONE? Improve the tagging plan to better analyze the main sections of the intranet:

Business tools ; Health and Safety ; HR information ; Corporate information. Deploy a common dashboard to the communication team. Connect LDAP to the WA solution to rely on the geolocation analyses of

offices and production sites. Segment content analyses with LDAP information (services & responsibilities)

to customize intranet by profile Connect WA solution with email platform to send customize internal

newsletter.



[email protected]

Transport Québec Ministry



[email protected]

TRANSPORTS QUÉBEC MINISTRYWEB ANALYTICS CONTEXT

Old version of WebTrends, not used

Decisional process includes several services (communication, internal IT team, external IT team)

High technical skills but lack of WA knowledge

QUICK DEPLOYMENT, LOCAL SUPPORT


[email protected]

TRANSPORTS QUÉBEC MINISTRYWEB ANALYTICS NEEDS Need to analyze both Internet and Intranet sites. WA solution has to be easily and quickly integrated within

Sharepoint. Need to access data in « real » realtime to efficiency react to an

event (snow storms, bridge collapses…). Data have to be owned by the ministry and collected in Canada. WA solution and client support have to be provided locally in

french.



[email protected]

TRANSPORTS QUÉBEC MINISTRYINTERNET PORTAL


27

Main portalSecurity portal Quebec 511 Turcot


[email protected]

TRANSPORTS QUÉBEC MINISTRYSOLUTIONS & NEXT STEPS Level 1:

o Basic deployment done for all sites in one montho Training to discover the WA solution and the basis

Level 2:o After 6 month, advanced training to communication and IT teamso New client needs expression

Next steps:o Connect WA solution to the Information System of the ministryo Develop WA internal expertise

to support communication team on a long term basis



[email protected]

Thank You - Q&A ?www.atinternet.com


Antoine GayHead of Business Development

[email protected]

Alexandre MétierCountry Manager / Consultant

[email protected]


[email protected]

Topics & Debatewww.atinternet.com



[email protected]


[email protected]

Ben MyersCardinal Path

[email protected]


[email protected]

WEB MARKETING WEDNESDAYTopics & Debates1/ Multi Channel / Mobile&Apps Analytics / Social Media Monitoring

1/ Dashboards

1/ Privacy Issues - Europe

4/ Implementation

5/ KPIs

6/ Others …


[email protected]

Aboutwww.atinternet.com



[email protected]


[email protected]


[email protected]

THE COMPANY

years experience in the web

clients from all sectors

sites measured

billion measured page views per month

employees all over the world

15+ 3,500+

350,000+ 50+

150+

APPLIED TECHNOLOGIES INTERNETSimply 2 Slides :


[email protected]

THE COMPANYRECOGNITION AND CERTIFICATION

“The Company significantly enhanced its core product, added new product modules, and expanded its corporate vision from web analytics pure play to broad online intelligence provider.”

INTERNATIONAL CERTIFICATION

"The Forrester WaveTM : Web Analytics, Q4 2011" - Forrester Research, Inc. October 6, 2011.


[email protected]


WEB MARKETING WEDNESDAY

Ottawa – October 12th

Date post:	16-Apr-2017
Category:	Business
Upload:	at-internet
View:	731 times
Download:	1 times