Organized by Piano on November 15 and 16, 2023, the Piano Academy provided an opportunity to discover the user community and the latest innovations in the company’s various solutions, including Piano Analytics, a Digital Analytics solution, of which Optimal Ways is a partner (formerly AT Internet). Here are the main conclusions we drew from these two days.

Day 1

Nick Worth(COO of Piano) began the day by sharing his vision for the company’s evolution, stating that “Where Piano comes to life is in what you built with it.” For example, the BBC has realigned the objectives of its entire organization around engagement time, a simple and powerful metric. The Les Echos – Le Parisien group has set up metrics to identify fraud with account sharing, as well as enterprise customers who need to take out additional subscriptions. Mo Allibhai (AdTech Research Lead at Forrester) then shared the different typologies of “bad ads”, which pose both usability risks (such as interrupted browsing and loading times) and security risks (theft of personal data and malicious script execution). One of the key lessons of this session is that unscrupulous players are hijacking the Adtech ecosystem for their own profit and to the detriment of our security.

[/et_pb_text][/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.26.1″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]Vincent Brach (Senior Sales Director at Piano) then masterfully led a very interesting round table discussion with Nicolas Aucher (Web Analytics & Data Manager at Bouygues), Louis-Marie Guérif (Group DPO at Piano) and Julie Charloto (Digital & Data Manager at Converteo) on privacy and environmental sustainability. These topics are still rarely addressed together at digital conferences. According to “The Shift Project”, digital technology will account for 8% of global CO2 emissions by 2025. The market is currently evolving, with greater awareness of privacy and climate change issues, as well as greater pressure from regulators and users. The round table concluded with the benefits of data minimization, which reduces analysis time, costs, carbon impact and user expectations of privacy. We were then privileged to hear fromOlga Rudenko and Zakhar Protsiuk of the Kyiv Independent. A remarkable story of a newspaper born one month after the invasion of Ukraine by Russian troops, in November 2021. With the start of the war, the newspaper went from 30,000 followers on X to 2 million today. The newspaper enjoys considerable media exposure: Olga was the first Ukrainian woman to appear on the cover of Time Magazine. Day 2
This day began with a presentation of the roadmap by Cédric Ferreira (CPO of Piano Analytics) and the latest innovations in the solution:

  • Piano Tutor, introduced by Trevor Kaufman (CEO of Piano), an internal AI that provides information on how to use the platform. The tool has been in place internally for a year, with the aim of providing quality support for Piano Analytics users.
  • Source Groups, introduced by Victor Martorello (PM & Data Protection Expert at Piano Analytics), is a feature much in demand by traffic managers in particular. It consists in the creation of personalized source groups directly on the interface, in order to refine the analysis of a website’s acquisition sources.
  • Measurements: this feature enables data from other partners to be imported retroactively into the Piano Analytics interface, and then cross-referenced with data collected on the website.
  • Workspaces, introduced by Mélanie Claisse (Senior PM at Piano Analytics), lets you create reports and group them into “boards” with different visualization possibilities. The aim is to simplify data visualization on the interface for platform users.

We then attended a conference presented by David Housden and Daniel Ockerby from the Media Inventory team at BBC. David explained how Piano Analytics helped them measure BBC user engagement and conversion. Finally, we attended a conference by Jérémy Lacoste (Head of Acquisition, Web Analysis and CRM Marketing at Meilleurtaux). On the menu was an exploration of the delicate issue of measuring attribution between SEO and SEA. The questioning of the attribution model, especially the last-click model adopted by Piano Analytics, was highlighted. As a result, it is even more important to analyze the intermediate stages (or touchpoints) of the user journey. In summary, the conference offered valuable insights into optimizing the performance of each marketing channel, with reflections on overall net margin, the impact of direct traffic, and the importance of avoiding abrupt stops in media investment strategy. And let’s not forget: Qui va Piano, va sano! You can find the full article on LinkedIn here.