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Speaker: Franck NLEMBA Course: MOH2120 - eBusiness of Fashion Corporations Lecturer: Jean-Philippe Harrisson-Boudreau, EMBA University: École supérieure de mode - ESG UQAM
From Marketing to
Marketing Science
Conference from Franck NLEMBA - February 2020
Course: MOH2120 - eBusiness of Fashion Corporations with Jean-Philippe Harrisson-Boudreau, EMBA
École supérieure de mode - ESG UQAM
Un pied dans le contenu et l’autre dans l’analytique, Franck est un passionné de
marketing numérique et de technologie sous toutes ses formes. Sa curiosité le pousse
chaque jour à analyser les pratiques des marques en Europe, en Amérique du Nord et
dans les pays émergents. Leader d’opinion et lecteur insatiable, il partage ses
découvertes et opinions en tant que conférencier et intervenant au programme de
Master Marketing Digital à l’École de management de Toulouse.
Avec plus d’une décennie dans différents rôles, il a contribué à la mise en place et à
la montée en compétences des équipes SEO, contenu, marketing local,
optimisation de la conversion et mesure de la performance. Après différentes
expériences à aider des prestigieuses marques et enseignes en Europe et aux
États-Unis (Jardiland, Radio France, Disney France, Chopard, Orange, Shiseido, etc.), il
contribue depuis quelques années au succès des enseignes canadiennes comme
Maison Birks, la Vie en Rose, Structube, la Banque Nationale du Canada, Ivanhoé
Cambridge et plusieurs autres.
Franck a participé à de nombreux travaux de recherches sur l’analyse des
algorithmes Google et Facebook dans un contexte d’exposition du contenu
numérique. Il est titulaire de nombreuses certifications dans le domaine du numérique et
de la performance marketing. Il a récemment publié les résultats de ses travaux en data
science sur le Marketing Science appliqué aux algorithmes Facebook.
Franck Nlemba
Consultant stratégie et
science des données
Plan de la
présentation
00 Tendances
01 Chiffres clés
02 Les canaux numériques
03 L’engagement et la conversion
04 Le marketing local
05 La mesure de la performance & les tests
3
Linkedin Skills Study: What We Expect From You!
While hard skills are usually
very specific to a person’s role
in their company, the top soft
skills — creativity, persuasion,
collaboration, adaptability,
emotional intelligence — are
needed to be successful in
nearly any role.
Hard skills concern an
employee’s ability to do a
specific task, and soft skills
are more about the way they
do them — how they adapt,
collaborate, solve problems,
and make decisions.
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
Tendances
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
Internet Penetration Is Real…
Meaning More Business Opportunities
50% of the world population is connected
Growth : +7% Y/Y
Asia Pacific leads the growth
Source
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
Brands Are Investing Their Budgets Online,
Especially on Mobile
Source MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
In the USA,
Facebook Is Declining a Bit while Instagram Is Rising
Source MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
In Order to Grow, We All Have to Be Efficient
Use technology to reduce cost but fuel business growth ...Automation (AI/ML)
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
VISUAL SEARCH
90% of information
transmitted to the
brain is visual, and
this information is
processed 60,000
times faster than text. “ How can we begin to understand the way the
brain works? The same way we begin to
understand a city: by making a map.
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
More Than 500 Different Queries to Describe This?
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
More Devices More Images
In 2014, according to Mary
Meeker’s annual Internet Trends report,
people uploaded an average of 1.8
billion digital images every single
day. That’s 657 billion photos per
year. Another way to think about
it: Every two minutes, humans take
more photos than ever existed in total
150 years ago.
Source
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
23% of
searches
on Google
are images
74% of consumers say that traditional text-based keyword searches are
inefficient in helping them find the right product online.
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
But Google is not
alone, Amazon,
Pinterest, etc. have
image search
capabilities
Provide an image and search engines
return similar image results
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
What Is the Driving Force Behind This?
We started several years ago by introducing ‘Search By Image' capability.
This allowed a user to specify an entire image to be used as a search query.
Computer Vision!
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
Smart brands
leverage the
power of
shoppable content
through UGC
From UGC to
visual reviews
Visitors who engage with UGC are 2x more likely to convert
Brands cut the cost of their content production budget
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
Smart marketers
leverage the power of
mobile phone
Take a photo offline for online recommendations
Find inspirational content (deco, recipes, etc.)
By products
More product views
Higher time on the site
Higher average order value
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
Les chiffres clés en France
Selon Médiamétrie, la France comptait 53 millions d'internautes
en novembre 2019, soit 84,6% des Français de deux ans et
plus. C'est exactement le même nombre qu'il y a un an. En
moyenne, 45,2 millions d'internautes se sont connectés
quotidiennement à Internet, soit 72,1% de la population
française. Le temps passé par jour et par individu est en
moyenne de 34 minutes sur ordinateur et de 1h21 sur mobile.
Web users in France
53M
La French Tech?
« La French Tech » : c’est le mouvement français des startups.
Un écosystème unique qui réunit des startups (donc), mais
aussi des investisseurs, des décideurs et des community
builders. Notre mission : faire de la France un des pays les plus
attractifs au monde pour les startups qui veulent se lancer,
partir à la conquête des marchés internationaux et bâtir un
avenir qui ait du sens. En vidéo, c’est mieux !
Les canaux numériques
Google is the biggest search
engine worldwide +6Mds
queries/month in the USA.
26
Revenue au T4
2018
Les revenus
publicitaires
+20%
$30B
Content Diversification at Google
Reviews
Instant Answers
CarrouselImages
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
More Queries More Exposure A Bigger ROI
L’addiction à Google est forte. Les internautes modifient
leurs recherches et à chaque fois Google leur propose le
meilleur résultat
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
Google is making
a play to turn
image search into
a product
discovery engine
En janvier 2020,
Alphabet a franchit le
cap des $1000 Mds de
valorisation boursière et
domine le marché
publicitaire en ligne
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
Google News AI Based
Its ambition is to offer personalized content
to users from “quality sources they trust”
and to ensure that the app also “works for
publishers” and supports their efforts as
well. It also seeks to broaden and deepen
reader perspectives with “full coverage” of
almost every issue.
Source
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
Google Podcast
The app, called simply Google Podcasts, will use
Google’s recommendation algorithms in an effort
to connect people with shows they might enjoy
based on their listening habits. While podcasts
have previously been available on Android
through Google Play Music and third-party apps,
Google says the company expects Podcasts to
bring the form to hundreds of millions of new
listeners around the world.
Source
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
33
AR and 3D Models
Now, when you search for something like “muscle
flexion” in Search, you’ll see a related 3D model
directly from results, which you’ll be able to place
in 3D space via your phone’s. The same goes for
products: Browse for New Balance shoes, for
example, and you’ll get sneakers you can view
from all angles (by tapping and dragging) and
project onto the real world through your phone’s
screen.
Source
Source
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
The Facebook APP
The Facebook app helps you connect with friends, family and communities
of people who share your interests. Connecting with your friends and family
as well as discovering new ones is easy with features like Groups, Watch
and Marketplace.
Live Makeup Tutorials
chanel.com/Summer 2019
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
Messenger
Messenger helps you connect with the people you care
about most. It is your shared space to customize and
express what’s on your mind and share content and
experiences in the moment together on any device,
anytime, anywhere.
Instagram
We want Instagram to be a place where people can be
inspired every day. We foster a safe and inclusive
community where people can express themselves, feel
closer to anyone they care about and turn a passion into a
living.
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
WhatsApp
We believe everyone in the world should be able to stay in
touch with their loved ones and communicate without
barriers.
Business Profile: Share useful
information about your business such
as a business description, email or
store addresses, and website.
Messaging Tools: Respond to
customers easily with efficient
messaging tools — quick replies to
provide fast answers to frequently
asked questions, greeting messages
to introduce customers to your
business and away messages to let
them know when to expect a reply.
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
Need Tweet
inspiration?: 20
creative ideas for
your brand to
Tweet
Source
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
Add images by performing a
visual search. Select an existing
image and our visual search
backend will find images that
are visually similar.
Allow the User to
Search With Their
Phones’ Cameras
Asos, one of the biggest names in fashion
e-commerce, is rolling out its Style Match
visual search tool globally for iOS and
Android. First introduced for its iOS app in
the UK last August, the feature lets users
take or upload a photo to the app to find
visually similar clothing styles that are
available to shop.
Drive More
Engagement
Through AR
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
L’engagement et la conversion
Google BERT: Understanding User Intents
Let’s look at another query: “do estheticians stand a lot
at work.” Previously, our systems were taking an
approach of matching keywords, matching the term
“stand-alone” in the result with the word “stand” in the
query. But that isn’t the right use of the word “stand” in
context. Our BERT models, on the other hand,
understand that “stand” is related to the concept of the
physical demands of a job, and displays a more useful
response.
BERT models can therefore consider the full context of a word by looking at the words that come before
and after it—particularly useful for understanding the intent behind search queries.
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
Improve User Experience Based on Personas and Design Thinking
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
Improve User Experience Based on Personas and Design Thinking
Customers are disruptive. Restless, digitally
savvy, intolerant, and free-spirited, they are
driving profound change in what businesses are
and how businesses work. There is no single
archetype; this is now about anticipating
customers at the human and emotional level.
Winning requires customer insights and
conviction that eclipse your previous
understanding.
Source
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
Read These Books
Try Tools That Provide Heatmaps
Link
Visualize behavior – Understand
what users want, care about and
do on your site by visually
representing their clicks, taps and
scrolling behavior – which are the
strongest indicators of visitor
motivation and desire
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
Le marketing local
De plus les internautes cherchent de plus en plus avec les commandes vocales
Business : Les enceintes connectées font désormais partie du paysage français. 89% des internautes connaissent leur existence, estime
Médiamétrie, qui évalue le nombre d'utilisateurs à plus d'1,7 million.
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
Improve Your Presence on All These Platforms
GOOGLE FACEBOOK YELP
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
La mesure de la performance
Why Is Data Important?
Proliferation of Data Centric Systems
4K searches / month
SEMRUSH
2.9K - 4.3K searches / month
Moz
More and More Regulatory Compliance
A lot of responsibility now placed on organisations to ensure they store, manage, audit and protect their data.
Higher Demand for Relevant and Reliable Information
Accurate business intelligence
is vital to gain competitive
advantage and support key
business functions.
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
Data Strategy
Implementation
Data Implementation Strategy
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
63
Governance
Business intelligence
Data development and operation management
Data Quality and security Management
You Can’t
have this...
Without this
data
management
foundation
Structure for Actionable Insights
Define KPIs
Source
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
How to Define Actionable KPIs
In general the business goals or mission is linked to your main KPIs
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
At a the Team Level, Brainstorm Your KPIs
There are four steps to
converting your KPIs into
KPYs:
1. Identify your top 3-5 KPIs
2. Transform your KPIs into KPYs
3. Tell your KPY story
4. Track your KPY results
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
Collect the Data & Find
Insights
Actionable
Insights
Actionable Insights
Data
Visualization
Data
Accumula
tion
Data
Structuration
tagging
interpretation
Traffic /
Reach Audience
Engagement
Understand Algorithms
>> Work on SEO/SMO technics and
Paid Ads
kpis : sources, volume, bounce rate,
targeting...
Understand People
>> Work on content programs & brand
positioning
kpis : demographics, geo, technology,
interests...
Understand Desire
>> Work on content structure &
storytelling
kpis : time spent, page views, retention
rate, shares, comments, reactions...
Revenues
Understand Business
>> Work on funnel integration, business
models, sales
kpis : $, CPM rate, inventory, repetition...
ATTENTION
CONVERSION
INTERACTION segments
RELATION
Tagging and Reporting Using Analytics Tools
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
Online & Offline Data
The Measurement Protocol allows
you to send data to GA from
anything that has access to the
internet – think point-of-sale
systems, kiosks, call centers,
handheld barcode scanners,
thermostats, coffee pots, and more.
Visualize the Data
Dashboards are great internal communication
tools
Dashboards
Easy to use, you won’t have to bother your IT team
again. These dashboards enhance the capacity to
gain an accurate and deep intuitive understanding of
your target audience.
Key Benefits :
Show actionable and useful information at a
glance;
Create simple visualizations for a large set of
data;
Intuitive interface and user friendly tool.
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
To Conclude
User’s intents goes beyond the query.
Google builds context around the
query by using the information about
the entity to inform what documents
to consider
Top brands use ML modele to better
inform users intent the importance
of testing
The Use of AI in Marketing
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
Teachable Machine 2.0 lets you train your own machine learning
model with the click of a button, no coding required, and export it
to websites, apps, physical machines and more.
Be Aware of the New Disruption in Marketing
Two of the most influential tech executives in the world right now > Elon Musk :)
Get to Know Them
MOH2120 AFFAIRES ÉLECTRONIQUES - ESG UQAM
Merci
Un pied dans le contenu et l’autre dans l’analytique, Franck est un passionné de
marketing numérique et de technologie sous toutes ses formes. Sa curiosité le pousse
chaque jour à analyser les pratiques des marques en Europe, en Amérique du Nord et
dans les pays émergents. Leader d’opinion et lecteur insatiable, il partage ses
découvertes et opinions en tant que conférencier et intervenant au programme de
Master Marketing Digital à l’École de management de Toulouse.
Avec plus d’une décennie dans différents rôles, il a contribué à la mise en place et à
la montée en compétences des équipes SEO, contenu, marketing local,
optimisation de la conversion et mesure de la performance. Après différentes
expériences à aider des prestigieuses marques et enseignes en Europe et aux
États-Unis (Jardiland, Radio France, Disney France, Chopard, Orange, Shiseido, etc.), il
contribue depuis quelques années au succès des enseignes canadiennes comme la Vie
en Rose, Structube, la Banque Nationale du Canada, Ivanhoé Cambridge et plusieurs
autres.
Franck a participé à de nombreux travaux de recherches sur l’analyse des
algorithmes Google et Facebook dans un contexte d’exposition du contenu
numérique. Il est titulaire de nombreuses certifications dans le domaine du numérique et
de la performance marketing. Il a récemment publié les résultats de ses travaux en data
science sur le Marketing science appliqué aux algorithmes Facebook.
Franck Nlemba
Consultant stratégie et
science des données
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ResearchGate has not been able to resolve any references for this publication.