Leading media group Lagardere Active relies on AT Internet’s digital analytics solution to boost traffic and revenue. Read the customer success story to learn more about the group’s data strategy, and how it paid off. Find more of our customer case studies here: http://www.atinternet.com/en/resources/customer-success-stories/

1. C A S E S T U D Y
LAGARDÈRE ACTIVE OPTIMISES CONTENT
AND BOOSTS ORGANIC TRAFFIC 5X.

2. 2AT INTERNET / CASE STUDY / LAGARDÈRE ACTIVE
INTRODUCTION
Lagardère is a French media group with wide international reach.
The number one press and magazine publisher in France, its
assets include 27 press titles, 22 radio stations (Europe 1, RFM,
Virgin Radio, Radio Zet…) and 12 television stations worldwide
(Canal J, Gulli, June, MCM…). Lagardère is also France’s leading
producer of audio-visual content via its subsidiary Lagardère
Entertainment.
In the digital sphere, Lagardère is France’s 4th-largest media
group online, in terms of audience, and the 2nd-largest on
mobile, with properties like LeGuide.com, BilleReduc.com,
Boursier.com, Doctissimo.fr, Elle.fr, Europe1.fr, Public.fr, and
Sports.fr.
Here’s a quick look at the scope of Lagardère’s digital
presence:
Client
Lagardère Active
Industry
Media
Vendor
AT Internet
Key numbers
• 35 websites, 50 tablet apps, 100
mobile apps
• 19 million unique visitors online
(2014)
• 5.3 million unique visitors on mobile
Solution
• Analyzer III
Benefits
• Organic traffic from search engines to
ELLE.fr grew 5X.
• Journalists get real-time results
for their articles and adopt analytic
approach.
• Immediate and long-term traffic
growth – traffic constantly increased
over a year-long period. 35 WEBSITES
50
TABLET
APPS
100
MOBILEAPPS
C A S E S T U D Y
LAGARDÈRE
Lagardère Active successfully navigates its shift to digital
analytics, boosting traffic and implementing a data governance
strategy among its editorial teams.

3. 3AT INTERNET / CASE STUDY / LAGARDÈRE ACTIVE
CHALLENGE
Lagardère’s main challenge is making the most of its digital data
to achieve concrete business objectives:
• Grow and develop audience by boosting visibility on search
engines, notably by achieving higher organic ranking on Google
News.
• Improvereadersatisfactionandloyaltybybetterunderstanding
the audience’s content needs and behaviour on sites.
• Optimise sales revenue by pulling all monetisation levers.
The challenge here lies in enriching and accentuating the value
of editorial content based on very precise user information
(profiles, socio-demographic data, interests…). By developing
this innovative approach, Lagardère could draw more value
from its ad space – even if traffic volumes remained unchanged
– thanks to a better qualified audience.
These objectives keep with Lagardère’s overall approach of an
editorial strategy governed by data.
“Even if traffic volumes
remain unchanged, a
better-qualified audience
means higher-value ad
space.”

4. 4AT INTERNET / CASE STUDY / LAGARDÈRE ACTIVE
SOLUTION
In 2012, Lagardère implemented AT Internet’s analytics
solution in order to unify and standardise measurement
across all its digital properties (websites and applications)
using a single platform.
AT Internet has therefore become Largardère Active’s
official tool for measuring all aspects of its digital perfor-
mance. After implementing AT Internet’s solution, Lagar-
dère relied on its own internal service entirely dedicated to
digital analytics activities: the Analytics Centre, whose ob-
jective is to promote and guide the establishment of a true
data-driven culture within the company. To meet this chal-
lenge, several concrete optimisation actions were taken.
ENRICH THE CMS FOR JOURNALISTS
Step 1: Facilitate access to data
It was necessary to break down technical barriers, fa-
cilitate understanding, and promote widespread use
of analytics data. Lagardère’s content management
system (CMS) was directly linked to AT Internet’s sys-
tem via the API so that Lagardère’s journalists could
consult the data directly from their editorial platform:
Analytics data is pushed directly, in real time: For each
article, journalists get highly precise scoring and can track
performance and readership over time.
“Analytics data is pushed
in real time to journalists.
For each article, they get
highly precise scoring and
can track performance
and readership over
time.”

5. 5AT INTERNET / CASE STUDY / LAGARDÈRE ACTIVE
STEP 2: MAKE THE MOST OF EXISTING CONTENT
Before analytics governance was adopted at Lagardère, an
article’s life cycle ended upon publication.
But thanks to the implemented system, journalists can now
enrich their content by making the most of their articles’ ex-
posure. For example, by tracking the trends of all versions
of an article over the past 8 hours, a journalist can update,
modify, develop or refine his or her content to respond to a
particular buzz or hot topic of the moment.
BUILD EDITORIAL DASHBOARDS
This second layer of optimisation offers a wider view and
greater tracking of traffic, notably in terms of Google News
ranking. As high-ranking spots on Google News are highly
coveted, the challenge is to boost article ranking as much as
possible. Lagardère’s teams were able to identify certain time
slots that are less competitive but have nonetheless a strong
traffic potential. Teams can therefore manage and target
content according to time of publication and optimal results.

6. 6AT INTERNET / CASE STUDY / LAGARDÈRE ACTIVE
RESULTS
By implementing AT Internet’s tools, Lagardère Active was
able to obtain unified measurements via a platform common
to all stakeholders.
API technology helped streamline and generalise the flow of
analytics data within the company. This technology enabled
data to be redistributed to different content production tools:
CMS, editorial dashboards, reporting tools, etc. In addition to
facilitating access to information, this large-scale distribution
of data contributed to the standardisation of internal
processes within Lagardère. This was a cost-effective way
to automate processes and secure data, as minimal human
processing is required.
The adoption of analytics governance within the company
has become a reality. Today, Lagardère is developing an
editorial strategy that responds to the new digital challenges
in the highly competitive media and press landscape.
Journalist teams have understood the fundamental
nature of digital analytics, and have adapted their editorial
techniques and content management approaches.
SPOTLIGHT ON ELLE.FR
ELLE.fr’s editorial teams are enjoying the benefits of this new
model of analytics governance.
The site saw convincing results for its content optimisation
and reader loyalty objectives.
Elle.fr saw traffic from Google News jump dramatically in just
months: Traffic grew by nearly 5X in one year, going from
about 185,000 monthly visits to 1 million. It should be noted
that this increase did not require any additional investments
in terms of content production.
This acceleration happened quickly, and results were
immediate in the weeks after the journalists began working
in tandem with the Analytics Centre. In just 5 months, the
number of visits had tripled.
Butwhatistrulyinterestingisthatthisupwardtrendcontinued
beyond the initial guidance phase from the Analytics Centre
– clearly illustrating the longevity of analytics governance
benefits.
“ELLE.fr’s traffic grew by
nearly 5X in one year.”

7. 7AT INTERNET / CASE STUDY / LAGARDÈRE ACTIVE
AN EVOLVING BUSINESS MODEL
Beyond the organisational changes resulting from this new
data-driven approach, the media business model itself is
undergoing a transformation. Until now, Lagardère sold its
ad space in a segmented way, according to distinct themes
(Cuisine, Fashion, Lifestyle…).
Now, thanks to AT Internet’s tools, Lagardère has access
to highly advanced user profiling capacities. This deeper
knowledge has allowed Lagardère to consider a new sales
model – going from content monetisation to audience
monetisation, thanks to qualified user profiles and ultra-
precise indicators.
The result? Lagardère’s ad space has greater value for a wider
spectrum of advertisers.
WHAT’S IN STORE? A MULTI-SITE APPROACH
Thanks to “Custom Analysis” technology, profile data will be
available for all of Lagardère Group’s sites. It will thus be
possible to isolate profiles exclusively per title, as well as
profiles shared by several titles. What will this mean? It will be
possible to recognise and draw value from a targeted profile
(for example, female in her 30s, employed with monthly
revenues above €3,000) several times, across several different
press titles, within the same day. This will revolutionise
inventory management, which will now be based on qualified
audience profiles.
BENEFITS
• Organic traffic from search engines to ELLE.fr grew 5X
• Journalists get real-time results for their articles and
adopt analytic approach
• Immediate and long-term traffic growth – traffic
constantly increased over a year-long period
“We’re going from moneti-
sing articles to monetising
true, highly qualified user
profiles.”

8. About AT Internet
AT Internet is one of the world’s major players in digital analytics.
Its decision-making solutions and services provide companies
with an integral analysis of their performance and presence on
all digital platforms. The strength of AT Internet’s technology
and the quality of its customer relations are recognised
worldwide. AT Internet has more than 3,800 clients all over
the world from all sectors. The company, which has more than
200 employees, is present in 32 different countries through its
clients, subsidiaries and partners.
About Lagardère Active
Occupying a central place in French media, Lagardère Active
has founded its strength upon emblematic and reputable
brands like Elle, Paris Match, Europe 1, RFM, Gulli and Doctis-
simo. A major force in the audiovisual sphere, Lagardère Ac-
tive has 22 radio stations across the globe, 12 television chan-
nels, and is the leading French audiovisual producer. It is also
the leading French magazine publisher with 37 press titles in
France, and 87 editions under license internationally, as well
as the leading media group in France in terms of online and
mobile audience. Its advertising branch, Lagardère Publicité,
is the third-largest in France.
Request a demo at www.atinternet.com
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