AT Internet Web Marketing Wednesday - Ottawa – October 12th 2011 Agenda : - European data policy - Case studies : Lafarge Online and Ministry of transports of Québec Topics and debates : - Multi Channel / Mobile&Apps Analytics / Social Media Monitoring - Dashboards - KPIs

2. 1/ Organizers :
• Ben Myers – bmyers@cardinalpath.com
• Alexandre Métier – alexandre.metier@atinternet.ca
• Antoine Gay – antoine.gay@atinternet.ca
2/ Business Cases
3/ Q&A
4/ Topics and Debate
http://bit.ly/wmwott you can still vote for topics to debate later
5/ about AT Internet

3. 1. European data policy
2. Customer case study
Intranet & strategic information
3. Ministry of transports of Québec
Quick deployment, local support

4. #wmwott
4

6. • 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

7. The scope of Private Data
Primary 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 Data
Legitimately collected
For a legitimate and explicit goal
How do you process it?
=> Security and integrity of the data (see the scandal about Facebook or other
leakage)
=> Confidentiality

8. • Websites
Cookies, IP (log servers)
Formularies
Websites which purpose is to collect private data (Facebook, Linked-in, etc.)
Event or mini-games websites
…
• Websites’ Providers
Ad Servers
Web Analytics
Internet Providers (e.g. Phorm and British Telecom debate)
…
• Software connected to Internet
Big corporation (Microsoft for example)
Spyware
…
• Others…
Google Street View
….

9. • 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?

10. • 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…
Belgium
Current cookie practice - An opt-out approach is currently adopted. In practice, most widely-used browsers have a default setting that automatically
allows cookies.
Germany
Current 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.
Italy
Current cookie practice - The legislation requires explicit consent. However, in practice this can be dealt with by a website privacy notice.
France
Current 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.
Spain
Current 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.
UK
Current cookie practice - An opt-out approach is currently adopted.
The Government has specifically rejected the opt-in approach.

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

12. • 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

13. • 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)

14. • 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
• …

15. 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)

16. • 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?
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.

17. • 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.

19. CONTEXT
 World leader in building materials
(cement, aggregates, concrete and gypsum)
 76.000 employees worldwide
 1,963 production sites
 78 countries
 1 intranet

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

21. WEB ANALYTICS CONTEXT
 Managed by communication team
 Highly political position
 Strong expectations to understand data and create reports to
the direction
 But low analytical maturity

22. ANALYTICAL SOLUTIONS
 Level 1:
o Training to discover the WA solution and the basis
o Basic reports scheduled every week and month
 Level 2:
o New client needs expression
o One shot tagging audit + recommendations
 Level 3:
o Dedicated AT Internet consultant
o Work with technical agency
o Presentation of quarterly insights

23. WHAT 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.

25. WEB 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

26. WEB 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.

27. INTERNET PORTAL
Security portal Main portal Quebec 511 Turcot
2

28. SOLUTIONS & NEXT STEPS
 Level 1:
o Basic deployment done for all sites in one month
o Training to discover the WA solution and the basis
 Level 2:
o After 6 month, advanced training to communication and IT teams
o New client needs expression
 Next steps:
o Connect WA solution to the Information System of the ministry
o Develop WA internal expertise
to support communication team on a long term basis

29. Antoine Gay Alexandre Métier
Head of Business Development Country Manager / Consultant
antoine.gay@atinternet.com alexandre.metier@atinternet.com

30. Antoine Gay Alexandre Métier Ben Myers
Head of Business Development Country Manager / Consultant Cardinal Path
antoine.gay@atinternet.com alexandre.metier@atinternet.com bmyers@cardinalpath.com

31. 1/ Multi Channel / Mobile&Apps Analytics / Social Media Monitoring
1/ Dashboards
1/ Privacy Issues - Europe
4/ Implementation
5/ KPIs
6/ Others …

32. Antoine Gay Alexandre Métier
Head of Business Development Country Manager / Consultant
antoine.gay@atinternet.com alexandre.metier@atinternet.com

33. Simply 2 Slides :
15+ years experience in the web
3,500+ clients from all sectors
350,000+ sites measured
50+ billion measured page views per month
150+ employees all over the world

34. “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.”
"The Forrester WaveTM : Web Analytics, Q4 2011" -
Forrester Research, Inc. October 6, 2011.