Piano Academy Live 2024 - Day 1 Highlights

Following the success of last year’s event in Paris, the third edition of the Piano Academy Live was held on November 20-21, 2024 in a new and vibrant location: Amsterdam! A few years ago, Piano chose this dynamic city as the site of its global headquarters, making it a fitting backdrop for this year’s event.

The Academy was hosted at the iconic Beurs van Berlage, a historic building located on the Damrak in the heart of Amsterdam. Its rich architectural heritage added a unique charm to the gathering.

Part of the Optimal Ways team had the opportunity to attend the first day of the event. Evelien Vieveen, Hugo Stepien, and Nicolas Malo are excited to share the key highlights from the day with you.

Since 2021, Optimal Ways has been a proud partner of Piano, offering consulting and training services for the Piano Analytics solution.

Laurent de Bar , Piano’s Global Marketing Director, served as the master of ceremonies, warmly welcoming participants from an impressive 23 countries. He set the tone for the two-day event by unveiling its central theme: maximizing audience lifetime value and revenue.

Bas Nawijn , Chief Revenue Officer at Piano, opened the event with some engaging remarks, noting the significance of Amsterdam’s history and culture. He highlighted that the city is currently celebrating its 750th anniversary, with major celebrations planned for August 25, 2025.

He also shared fascinating insights into Amsterdam’s innovative legacy:

• In 1618, Amsterdam was home to the creation of the world’s first newspaper.
• In 1602, the city established the first-ever stock exchange, which operated in the very building where the Piano Academy was held until only a few years ago.

Nick Worth , Chief Operating Officer at Piano, also took the stage to deliver his opening remarks. Drawing from his two years of living in Amsterdam, he humorously advised participants to always look left and right for bicycles, as navigating the city without caution could be risky.

Nick encouraged attendees to focus on four key takeaways during the event:

1. Creativity – Unlocking innovative ideas.
2. Results – Driving tangible outcomes.
3. Inspiration – Finding new ways to think and grow.
4. Integration – Understanding how platforms are seamlessly working together.

Fireside Chat: Moving Towards Total Revenue Optimization

One of the standout sessions of the day was a fireside chat featuring Heather Dietrick , Chief Media Officer at @Outside Interactive, Inc., and Michael Silberman , EVP of Media at Piano. The discussion focused on actionable approaches to diversify revenue streams, optimize subscriptions, and maximize total revenue in today’s increasingly digital environment.

Redefining Media: The Outside Interactive Vision

Outside Interactive, Inc. has positioned itself as a powerhouse in the outdoor lifestyle space. As the world’s only network of iconic outdoor brands, utilities, and events, its mission is clear: to inspire everyone to embrace the outdoors. With over 50 media brands, a dedicated streaming platform, and digital tools tailored for outdoor enthusiasts, the company caters to a diverse audience ranging from beginners to seasoned adventurers.

Heather Dietrick, as Chief Media Officer, oversees all aspects of content creation, including managing newsrooms and digital media brands. Her role requires striking a delicate balance between meeting audience needs and maximizing revenue streams.

Innovative Revenue Strategies

During the discussion, Dietrick shared how Outside employs advanced personalization and user insights to drive growth:

Tailored Content for Every Journey

One of Outside’s key strategies is delivering content aligned with a user’s journey, providing value at every stage to encourage progression and loyalty. For instance:

• Users interested in backpacking might discover the best trails in the U.S., gear recommendations, or interactive national park guides.
• Seasonal subscribers, such as skiers, receive curated experiences designed to keep them engaged and prompt upgrades or additional purchases.

Engaging the Community

Outside’s social platforms foster deeper connections by allowing users to follow brands, plan routes, and share user-generated content (UGC). Metrics such as time on site, session page views, and gear purchases guide the optimization of this ecosystem. By leveraging these insights, Outside has created a sustainable engagement “flywheel,” where users are inspired by their community and keep coming back for more.

Monetization with Utility

Moving beyond traditional page views, Outside focuses on utility-driven value—such as interactive maps, trail safety tools, and exclusive content—to drive subscriptions.

• A dynamic paywall strategy ensures that content performs well in the conversion funnel, reducing reliance on access barriers while encouraging users to upgrade.
• Behavioral data helps refine recommendations, from suggesting trails to promoting gear for specific activities like hiking or skiing.

A Platform Unlike Any Other

Unlike social media platforms such as Instagram or TikTok, Outside provides a dedicated environment for users to celebrate their outdoor activities while leveraging integrated tools. On Outside’s platform, users can:

• Access detailed trail information, including conditions and community feedback.
• Celebrate their achievements in a clean, inspiring, and distraction-free environment.

This unique approach fosters deeper engagement and positions Outside as more than just a media brand—it’s a companion for outdoor enthusiasts.

Looking Ahead: The Future of Outside Interactive

As the fireside chat progressed, Dietrick shared an exciting glimpse into the company’s vision for the future:

• Empowering User-Generated Storytelling: Outside plans to expand tools that enable users to tell their own outdoor stories, akin to platforms like Patreon.
• Revenue Sharing Opportunities: Dietrick highlighted the potential for users to monetize their experiences and become influencers within the Outside community.
• Hyper-Personalization with AI: With AI at the forefront, Outside aims to deliver deeply personalized content and experiences, ensuring users get the inspiration they need at the right moment.

Despite its success, Dietrick acknowledged that Outside faces challenges. Many of its assets, acquired over time, operate on different platforms. The focus now is on building a unified foundation to enable seamless integration, scalability, and hyper-personalization.

Personal Best - How to achieve your full potential

It’s not always easy to embrace life, to rise above challenges, follow your dreams, and make things happen. Now, imagine doing all that after being diagnosed with cancer as a teenager and losing a leg. For many, that might feel insurmountable—but not for Marc Woods .

Marc not only overcame these challenges but went on to become a four-time Paralympic Gold Medalist. His journey is a testament to determination, dedication, and resilience. Through his powerful speeches, Marc shares the lessons that helped him achieve his full potential and inspires us all to become the best versions of ourselves.

The Road to Success: Lessons Learned

Through triumphs and setbacks, Marc distilled powerful lessons that can guide anyone striving for greatness:

1. Redefine Success

In the 1996 Paralympic Games in Atlanta, Marc's team lost gold by milliseconds to the German team. Reflecting on the experience, he realized the importance of shared goals. Not everyone on his team had the same definition of success or level of motivation.

Marc stresses the need to define success as a team and align everyone’s efforts. This insight helped him lead his team to gold medal victories in Sydney 2000.

2. Small Improvements Lead to Big Wins

Marc introduced the idea of focusing on being 1% better each day. These small, incremental improvements compound over time—making individuals, teams, or organizations exponentially better by the end of the year.

3. Leverage Team Roles and Strengths

Success is rarely a solo journey. Marc emphasizes helping each team member understand their role and how they can contribute their best. When everyone knows their purpose, the team becomes unstoppable.

4. Motivation Beyond the Gold

For Marc, motivation couldn’t hinge solely on winning medals. Instead, he found fulfillment in being healthy, traveling the world, and enjoying the camaraderie of his team. He encourages others to seek intrinsic rewards rather than relying solely on external validation like salaries or accolades.

Adapting to Challenges

Marc believes life has a way of presenting challenges when you least expect them. While we can’t always control the challenges, we can control how we respond.

One of Marc’s favorite questions is: “What is it like to be disabled?” His response? “Disability is relative to the task.”

Marc reminds us not to judge people by what they can’t do but by what they can. This perspective is a powerful reminder of the importance of recognizing strengths, both in ourselves and others.

Marc’s inspiring story leaves us with practical lessons that apply to both personal and professional life:

• Set Clear and Achievable Goals: Break goals into specific, measurable steps to stay motivated.
• Build Supportive Teams: Foster open communication and shared goals to create a unified effort.
• Find Role Models: Identify people whose journeys inspire you and learn from their example.
• Face Change Head-On: Embrace both the changes you choose and those thrust upon you with determination.
• Manage Stress: Create balance in your life to maintain mental and physical well-being.
• Focus on Impact: Think beyond the task and consider the difference your efforts can make.

Marc Woods Today

Marc is a five-time Paralympian, with 12 Paralympic medals and 21 additional medals from world championships. Beyond his athletic achievements, he has served as a member of the British Olympic Athletes Commission and a founding member of the British Athletes Council.

Now, Marc works with individuals, teams, and global businesses, sharing his insights to help them achieve their own "personal bests." His story is a profound reminder that with the right mindset, we can all overcome challenges and achieve greatness.

Leveraging data governance and AI for Future Business Excellence

In a world where 90% of enterprise data is unstructured, the need for effective data governance has never been more critical. Yet, enterprises face challenges in extracting value from this data, navigating evolving regulations, and managing privacy concerns. Despite the hurdles, organizations are leveraging AI and automation to scale operations and improve data accuracy.

This panel discussion brought together Nathalie Berdat (Head of Data and AI Governance at BBC), Frédéric Van Cauwenberge (CRO & Web Performance Leader at Adeo), Nicolas Aucher (Web Analytics and Data Manager at Bouygues Telecom), and Marie Fenner (SVP Global Analytics at Piano Analytics) to explore how data governance frameworks and AI can coexist to unlock potential, drive efficiency, and maintain trust.

How do we ensure effective AI data governance?

The panelists agreed that governance is the backbone of any AI deployment. It requires clear frameworks, aligned ownership, and scalable processes.

Nathalie Berdat (BBC):

• "Data is the backbone of machine learning deployment. Without quality data and proper access control, the entire system can fail."
• The BBC uses a data mesh framework, treating data as a product. Ownership lies with those who understand the data best, ensuring better management and governance.

Frederic van Cauwenberge (Adeo):

• Adeo’s approach includes:

1. Data stewards and architects working on quality and definitions.
2. A standardized KPI framework with a shared glossary to align definitions across business units.
3. Dashboards like "Ecommerce Pulse" to monitor KPIs and ensure performance transparency.

Nicolas Aucher (Bouygues Telecom):

• Bouygues relies on a central governance team for setting requirements and maintaining data quality. This is supported by a network of local governors, ensuring project-specific challenges are addressed efficiently.

Challenges in Data Governance

Governance frameworks face common hurdles across industries, from varying maturity levels to unclear definitions.

Key Challenges Highlighted:

1. Data maturity: Organizations must align governance strategies with varying levels of data readiness.
2. Definition clarity: Misalignment in core terms like “online order” can create inefficiencies.
3. Human factors: Governance isn’t just technical—it’s also about fostering collaboration and ensuring teams adopt new processes.

Frederic van Cauwenberge (Adeo): “Data governance requires time for change. It’s about human interaction as much as frameworks.”

AI in Action: Transforming Data Governance into Results

Bouygues Telecom:

• AI for Customer Service: A tool summarizes recent customer interactions, enhancing agents’ ability to serve efficiently.
• E-commerce Chatbots: AI-powered assistants simplify complex decision-making for customers, such as selecting telecom packages.

Adeo:

• Video Production at Scale: AI reduces video production times from five days to three hours, enabling multi-language content at scale.
• DIY Chatbots: A beta chatbot combines generative AI (ChatGPT, Gemini) with internal data to provide tailored advice.
• Enhanced Search Engines: A mix of traditional and generative AI improves internal search capabilities.

BBC:

• Personalized Content: AI delivers tailored recommendations, ensuring users find relevant and engaging content.
• Repurposed Content: Sports commentary is transformed into text for lunchtime reading, broadening accessibility.

Proof Points: Results from AI Adoption

Despite Gartner’s finding that 30% of AI proofs-of-concept are abandoned, the panelists shared positive outcomes from their initiatives:

• Adeo: improved data categorization accuracy by 20 percentage points in one year, demonstrating the effectiveness of evolving AI tools.
• Bouygues Telecom: significant time savings for customer service agents and improved customer satisfaction.

What’s Next? Exploring the Future of AI in Data Governance

The panelists shared their thoughts on the future of AI and governance:

• Nathalie Berdat (BBC): “Generative AI is exciting but comes with risks. Error rates as high as 30-50% make careful adoption critical.”
• Nicolas Aucher (Bouygues Telecom): Highlighted the potential of AI-driven analytics tools like chatbots to democratize access to data and insights.
• Frederic van Cauwenberge (Adeo): Stressed the importance of protecting proprietary data from competitors, even while embracing tools like OpenAI’s ChatGPT.

Key Takeaways

1. Governance is the foundation of AI success.
2. Collaboration drives alignment.
3. AI adoption must be strategic.
4. The future is bright but measured.

Data governance is no longer just about compliance—it’s about unlocking opportunities and enabling innovation. With AI as a transformative force, organizations must focus on building scalable, adaptable governance frameworks. By aligning data strategies with business goals and fostering collaboration, the potential of AI can truly be realized

Best Practices in Cross-Channel Customer Engagement

Germany's largest public transport company, Berliner Verkehrsbetriebe (BVG), achieved an impressive 208% increase in Monthly Active Riders for its all-in-one transportation app, Jelbi, between 2021 and 2023. This success story highlights how BVG combined innovative CRM strategies and modern technology to revolutionize customer engagement in a traditionally conservative industry.

The presentation of this use case was shared by Julia Roitsch , Team Leader of Digital Sales at BVG, and Simon Dawlat , CEO of Batch, the Customer Engagement Platform (CEP) that helped power this remarkable growth.

About BVG and Jelbi

Founded in 1928, BVG employs over 16,000 people and transports more than 1 billion passengers annually in Berlin. The organization operates across multiple transportation channels, including buses, trams, subways, and ferries, as well as four distinct apps:

1. Navigator – For trip planning.
2. Ticket Purchasing App – For buying tickets digitally.
3. On-Demand Transportation App – For flexible, last-mile travel.
4. Jelbi – Launched in 2019, Jelbi is BVG’s all-in-one app that centralizes all transportation modes across Berlin, integrating partners like Bolt, Lime, Sixt, and more.

Jelbi is a cornerstone of BVG's digital strategy, addressing the growing demand for convenience in urban mobility.

Challenges BVG Faced

Despite its success, BVG faced significant challenges:

• Retention and Engagement: Encouraging sustained app usage while retaining dormant and one-time users.
• Scaling with a Small Team: Operating CRM and customer engagement programs effectively across multiple apps.
• Data Activation: Quickly activating and utilizing fragmented data stored across different systems.
• Multilingual Support: Expanding language capabilities beyond German and English, which are currently supported.
• GDPR Compliance: Maintaining robust privacy standards as a highly security-conscious organization.

Selecting the Right Customer Engagement Platform

To meet these challenges, BVG adopted Batch, a cutting-edge Customer Engagement Platform that integrates seamlessly with Piano Analytics. Batch enables cross-channel engagement via email, SMS, push notifications, in-app messaging, and mobile push, helping businesses like BVG personalize user experiences at scale.

Key Product Requirements for BVG’s CRM Strategy:

1. Easy Data Activation: Quickly activating user data and applying segmentation to create targeted campaigns.
2. Cross-Channel Engagement: Reaching users through multiple touchpoints for maximum effectiveness.
3. Advanced Automation: Scheduling and delivering messages to users at the right time, even with a small team.
4. Multilingual Support: Using AI to enable additional languages beyond German and English.
5. GDPR Security: Ensuring compliance with stringent data protection regulations.

The Results: 208% Growth in Monthly Active Riders

Through Batch-powered CRM campaigns, Jelbi achieved a 205% increase in Monthly Active Riders between 2021 and 2023. This growth was driven by:

• A steady expansion of channel mix and experimentation with various customer engagement strategies.
• A deeper understanding of user behavior, enabling more effective and personalized outreach.
• A shift from one-time ticket buyers to online recurring customers.

Additionally, BVG reported:

• Higher customer satisfaction rates and a notable increase in Net Promoter Score (NPS).
• Greater success in retaining dormant users and converting them into active riders.

BVG’s CRM strategy focused on addressing three primary customer segments:

1. Anonymous Users: First-time app users who had yet to register.
2. Registered Users: Customers who signed up but were not fully engaged.
3. Connected Users: Active users leveraging the app for regular commuting or other transportation needs.

By designing tailored campaigns for each segment, BVG was able to foster deeper engagement and drive recurring usage.

From Film to Finance: What’s Your Feature Worth??

What does filmmaking have to do with creating software? At first glance, these industries might seem worlds apart, but as Christine Scholtz , Product Owner at Rabobank , explains, the parallels are striking. Drawing on her unique journey from the film industry to fintech, Christine shares how lessons from filmmaking can inform how we design, develop, and evaluate software. The goal? To create software that’s a "box office hit" rather than a "straight-to-DVD" outcome.

What Films Teach Us About Software Development

Christine likens the key elements of a movie’s success—its box office performance, critical reception, and cultural impact—to the metrics we use to measure software performance, such as user engagement, feature adoption, and business impact.

The Three Pillars of Success: The People, the Process, and the Product

Every successful project—whether a film or a software feature—needs these elements:

1. An Idea: The core concept or user need.
2. People: A talented, collaborative team.
3. A Plan and Budget: A roadmap to bring the vision to life while staying on schedule and within budget.

Defining and Predicting a Box Office Hit

In filmmaking, success is measured by:

• Box Office Revenue: The number of tickets sold.
• Reviews and Ratings: The audience and critics' reception.
• Awards and Accolades: Recognition from the industry.
• Predictive Analytics: Tools to forecast a film’s success before its release.
• Micro-Targeted Marketing: Reaching the right audience with the right message.

In software development, these factors translate into:

• Adoption Metrics: How many users engage with the feature.
• User Feedback: Ratings, reviews, and NPS scores.
• Business Impact: ROI and organizational outcomes.
• Data-Driven Design: Using analytics to refine features before launch.
• Personalization: Tailoring experiences to specific user segments.

Lessons from Filmmaking: Crafting Winning Software Features

Christine shared several insights from her filmmaking background that directly apply to developing impactful software:

1. Understand the Hero’s Journey In both films and software, the hero is the customer or user. Successful products address the challenges users face and guide them toward a seamless resolution.
2. Tell and Sell a Story Just as a film needs a compelling narrative, good software requires a clear understanding of the user journey—the complete story, not just individual scenes.
3. Make Data-Driven Decisions Filmmakers use test audiences and predictive analytics to gauge a movie’s potential. Similarly, software teams must measure user behavior and engagement to guide development. As Lord Kelvin said, “If you cannot measure it, you cannot improve it.”
4. Customize to Your Audience Modern audiences expect tailored experiences, whether it’s selecting a streaming package on Netflix or engaging with personalized app features. For software, this means adapting functionality and even pricing to meet users’ specific needs.

The Impact of Personalization on Customer Funnels

Christine emphasized the importance of personalization in driving user engagement and conversion rates. For example:

• Understanding Funnel Stages: Tailoring content and experiences for users at different stages—whether they are first-time visitors, dormant users, or loyal customers.
• Leveraging Analytics: Using tools like Piano Analytics to refine user journeys and predict content that resonates with specific audiences.

How to Create a Software Hit

Christine posed a crucial question: How do you know your software will succeed? To avoid failure, she highlighted these strategies:

• Focus on Niche Markets: Design features or products for specific, underserved audiences who will find value in what you offer.
• Measure Usage: Ensure users are willing to pay for services they actively use.
• Iterate Quickly: Use analytics and A/B testing to refine products based on real-world feedback.

In the past, Christine noted, decisions about content (or features) were often based on a director’s personal preferences. Now, data-driven approaches ensure we create what audiences truly want.

By blending creativity, analytics, and customer-centricity, software teams can create products that resonate deeply with users—much like the films that become cultural milestones.

Tech Talk: Using Piano Analytics to Give Newsroom Feedback

The digital transformation of the media landscape has highlighted the vital role of data in shaping editorial strategies. In this session, Stéphanie Lechelon , Head of Audience at Le Monde , shared how France’s most prominent newsroom collaborates with Piano Analytics to deliver impactful journalism while optimizing audience engagement. Over the years, this symbiotic partnership has enabled Le Monde to blend editorial intuition with data-driven insights, adapting its strategies to an ever-evolving digital media landscape.

Le Monde: A Snapshot of Success

Le Monde, a pillar of French journalism, boasts impressive audience metrics:

• Paid distribution: 540,000 copies per day, making it the #1 French daily for national news.
• Mobile application: 1.6 million visits per day, positioning it as the #1 French news app.
• Website: 4.5 million daily visits, ranking it among the top five French news websites.

For over a decade, Le Monde has relied on AT Internet, part of Piano Analytics, to enhance its editorial strategies with actionable data.

Integrating Analytics into the Newsroom

Stéphanie highlighted how Le Monde integrates analytics into its editorial workflows, describing a structured approach that fosters collaboration between data experts and editorial teams.

1. Automated Reporting

Daily reports, tailored for different teams, provide key insights such as visits, trends, and traffic sources. For example, dedicated reports are sent to specific desks like “Intimacies,” focusing on traffic sources and web conversions.

2. Regular Meetings and Workshops

• Monthly Meetings: Newsroom management discusses audience metrics, including detailed analyses such as homepage section views.
• Weekly Team Analysis: Editorial members, including homepage and social media editors, review audience data from the past week. For example, the team examined headline performance and audience behavior around daily summaries of the Israel-Hamas war.
• Workshops: Stéphanie organizes targeted sessions with specific desks (e.g., Culture, Science) to review performance and refine strategies.

3. Presentations for Major Events

During significant events like the European elections, Stéphanie and her team provide comprehensive audience assessments of the editorial strategy. These insights help editors determine optimal publication times for maximum visibility and engagement.

4. Format-Specific Analysis

The team evaluates the performance of specific editorial formats, such as live blogs, to identify their impact on user engagement and subscriptions.

Advanced Metrics and Tools

Le Monde leverages advanced tools and processes to monitor performance. Stéphanie described how her team uses Google Sheets for real-time tracking of topic-specific publications, refreshed daily. For subscription-driving teasers, metrics are updated hourly to provide insights on:

• Current day vs. D-1 performance.
• Weekly, monthly, and yearly trends.
• Attribution models, analyzing the last content seen before a subscription.

Rather than relying on the Piano Analytics interface, Stéphanie’s team presents these insights as narratives with data, ensuring they are accessible and actionable for editorial teams.

Key Metrics for Engagement

Stéphanie emphasized the importance of specific metrics to gauge user engagement:

• Recirculation: Additional pages viewed after the first article.
• Pages per visit: A measure of audience depth.
• Time spent on site: Understanding how long readers engage with content.
• Registrations and app usage: Indicators of subscription strategy success.

These metrics guide Le Monde’s editorial teams in creating content that resonates with audiences while driving loyalty.

The Future of Data-Driven Journalism

Stéphanie Lechelon’s insights highlight how Le Monde is shaping the future of journalism by combining editorial expertise with data-driven strategies. Through its partnership with Piano Analytics, Le Monde exemplifies how data can transform traditional journalism into a dynamic, audience-focused practice.

By asking questions like “What metrics matter most for user engagement?”, Le Monde’s newsroom continues to innovate and thrive in the digital age. This session offered a powerful example of how data and storytelling can intersect to create journalism that is both impactful and sustainable.

Tech Talk : Powering Global Operations with Web Analytics at BASF

As one of the world's leading chemical companies, 巴斯夫 operates across diverse segments, including chemicals, materials, industrial solutions, surface technologies, nutrition and care, and agricultural solutions. With a presence in 90 countries, over 12,000 employees globally, and a vast digital ecosystem of 600+ websites, BASF faces a unique challenge: managing web analytics at scale to generate meaningful insights and optimize performance.

In a recent tech talk, Jan Ellers , Senior Specialist at BASF, shared how the company has crafted a scalable web analytics strategy that emphasizes data standardization, operational efficiency, and the power of connected data. This approach ensures BASF’s web analytics not only supports the company’s expansive global network but also aligns with its mission to deliver innovative, sustainable solutions for its customers.

BASF’s Web Analytics Strategy: The Formula for Success

At the heart of BASF’s web analytics strategy is a formula built on three essential elements: scalability, standardization, and speed. With over 380 million tracked events across more than 30 integrated technologies, BASF’s approach enables flexibility and adaptability in an ever-changing global landscape.

Key Pillars of BASF's Web Analytics Framework:

1. Data Standardization:
2. Global Collaboration:
3. Lightning-Speed Implementation

Practical Tools for Scalable Analytics

To manage its complex web analytics ecosystem, BASF has developed a hands-on checklist for success:

1. Tag Management System:

• Concepts: Standardized tagging guides and templates.
• Harmonized Libraries: Ready-to-use features and tag marketplace.
• Scalability: A feature-enablement system for different regions.

2. Cookie & Consent Solutions:

• A standardized, multi-language approach that complies with country-specific regulations.
• Templates for layout and design to ensure a consistent user experience.

3. Web Analytics Tools:

• Adjustable Data Model: Tailored to BASF’s needs, with enriched data features.
• Monitoring: Real-time data monitoring and predefined reporting templates.
• APIs: A powerful API system enables seamless data sharing across platforms.

Exciting an Organization About Web Analytics

Jan emphasized a crucial aspect of BASF’s strategy: creating enthusiasm for web analytics within the organization.

How BASF Drives Engagement:

1. Education and Personalization: BASF simplifies analytics concepts and provides tailored advice to stakeholders, ensuring teams across the company understand the value of data-driven decision-making.
2. Innovative Applications for user support (app for Requests and App for Asset Management)
3. Content That Inspires

Web Analytics as a Critical Customer Journey Tool

BASF recognizes that web analytics plays an essential role in capturing leads and understanding the customer journey. By creating a data pipeline that connects touchpoints like email and ads, the company ensures comprehensive ROI measurement. Some use cases require tracking up to 1,000 data points, underscoring the depth of BASF’s commitment to data-driven insights.

Best Practices for KPIs: A Cheat Sheet

Jan offered actionable advice for managing KPIs effectively:

• Less is More: Focus on one KPI per goal for clarity.
• Clarity & Documentation: Ensure that all KPIs are well-defined and understood.
• Tangible Goals: Make KPIs actionable and relevant.
• Ambitious Metrics: Set goals that challenge the team to strive for excellence.
• Consistency: Maintain alignment across all analytics efforts.

Key Takeaways from BASF’s Web Analytics Strategy

1. Standardization Drives Insights: Consistent practices across regions enable reliable comparisons and strategic decision-making.
2. Engagement is Key: Educating teams and fostering excitement about data ensures adoption and impact.
3. Adaptability is Critical: Flexibility in tools and processes allows BASF to stay ahead in a fast-changing environment.
4. Data Integration Enhances ROI: Connected data pipelines provide a holistic view of the customer journey.

BASF’s approach to web analytics demonstrates how a global organization can balance scale, complexity, and performance. By focusing on standardized processes, empowering teams, and leveraging cutting-edge tools, BASF ensures that its analytics efforts deliver maximum value.

2024 Publisher Benchmarks

The digital publishing industry is evolving at an unprecedented pace, driven by shifting consumer behaviors, changing referral patterns, and the constant demand for more personalized experiences. At Piano’s latest session, Katelyn Belyus , Global VP of Strategy and Analytics, presented the 2024 Piano Analytics Benchmark Report, offering essential insights and strategies to help publishers thrive in this dynamic landscape.

This comprehensive report sheds light on critical trends, including subscription growth, churn rates, and actionable data points that are reshaping the publishing world.

Key Metrics and Industry Trends

The report provides a detailed comparison of Q3 2022 vs. Q3 2024 performance across the publishing industry, revealing mixed trends:

• Overall Visitors: +5% growth in site traffic.
• Conversion Rates: A strong 13.8% increase in conversion rates.
• Revenue Growth: Impressive 28.33% revenue growth, driven by higher Average Revenue Per User (ARPU).
• ARPU Increase: Up by 21%, reflecting the growing value of each subscriber.

While 54% of websites experienced growth in both visitors and revenue, 46% saw declines in traffic, with 76% of those also reporting revenue decreases. This stark contrast highlights the importance of a robust strategy to capture and retain audience attention.

Shifts in Referral Sources

The report also examined referral trends, with notable changes in social media’s role:

• Social Referrals Declined: Platforms like X (formerly Twitter) (-49%) and Facebook (-34%) showed significant drops, with political sites hit hardest (Facebook referral traffic fell 60%).
• Google Referrals Increased: Search engine referrals grew by 9%, continuing to play a vital role in driving traffic and conversions.

Despite these shifts, it’s important to note that social media has historically been a weak driver of subscriptions, with direct traffic and Google continuing to outperform in this regard.

Mobile Traffic and Conversions

For years, mobile has driven the bulk of publisher traffic, but 2024 marked a turning point:

• Higher Mobile Conversion Rates: Since spring 2024, mobile conversions have outpaced desktop conversions, suggesting that mobile traffic has become more valuable. This trend underlines the need for mobile-first strategies, from optimized design to seamless user experiences.

Strategies for Reducing Churn and Improving Retention

Retention remains a key challenge for publishers, but the benchmark report offers actionable strategies:

1. Emphasize Smart Segmentation

Sophisticated segmentation is crucial for delivering personalized experiences and targeting high-value audiences effectively. By understanding user preferences, publishers can tailor their offers and messaging to drive engagement.

2. Offer Short-Term Commitments

Data shows that users increasingly favor short-term subscriptions over long-term (annual) plans, highlighting the importance of flexibility in subscription models.

3. Prioritize Paid Trials Over Free Trials

Paid trials are more likely to convert to full subscriptions compared to free trials. This approach also ensures that trial users are already invested in the service, leading to higher retention rates.

4. Downgrade Options to Reduce Cancellations

When a subscriber is about to cancel, offering a downgrade option is far more effective than simply showing an exit survey.

• Save Rates: Downgrade options yield a 6-16% save rate, compared to a 0% save rate with surveys alone.

Key Takeaways for Publishers in 2024

1. Capitalize on High-Value Traffic: With mobile conversions on the rise, publishers should continue optimizing their mobile experiences to maximize revenue potential.
2. Focus on Data-Driven Segmentation: Smart segmentation is essential for tailoring offers and content to meet user expectations.
3. Rethink Free Trials: Paid trials yield better long-term results, making them a more effective strategy for acquiring quality subscribers.
4. Actively Combat Churn: Offering downgrades or alternative plans is a proven way to retain subscribers who might otherwise cancel.
5. Stay Agile with Referrals: As social media referrals decline, focus on direct and Google-driven traffic to drive meaningful engagement and conversions.

Katelyn Belyus summed up the session by emphasizing the importance of staying agile in the face of changing user behaviors. The 2024 Piano Analytics Benchmark Report provides publishers with the tools and insights needed to adapt, innovate, and thrive in a competitive digital ecosystem.

With trends pointing toward a more sophisticated, mobile-driven, and segmentation-focused landscape, publishers who embrace these strategies will be well-positioned for success in the year ahead.

Tech Talk: Standardizing Tagging and Improving Data Quality Across Your Organization

leboncoin , the leading second-hand marketplace in France, embarked on a transformative journey to tackle data quality challenges and streamline its tracking processes. With over 26 million active users, a 700-person tech and product team, and 230 billion events tracked annually, the organization faced mounting issues in data reliability, scalability, and efficiency.

At a recent session, Ga?l Patin , Engineering Manager, and Titouan Rapin , Android Developer, shared how Leboncoin transformed its approach to data management. By creating a tagging framework, automating processes, and implementing a data mesh initiative, they empowered over 40 autonomous teams to own their data, eliminate bottlenecks, and drive faster project delivery.

The Challenges of Legacy Tracking Systems

Before the transformation, Leboncoin’s data management system faced significant obstacles:

• Disjointed Workflows: Developers owned tracking implementation, but data analysts controlled the Tag Management System (TMS), creating a “black box” effect with little transparency. Product owners requested tagging changes, but non-standard tagging plans led to misunderstandings and inconsistencies.
• Lack of Testing Tools: Developers had no simple way to test events. Quality assurance (QA) analysts were not involved in the process, leading to low confidence in tracking accuracy.
• Widespread Frustration: Developers were reluctant to prioritize tracking tasks. Data analysts grew tired of extensive acceptance testing, while product owners hesitated to allocate roadmap space to tracking without clear benefits.

Key Problems:

• Lack of transparency and documentation.
• Diluted responsibility across teams.
• Slow delivery timelines due to bottlenecks.
• Low confidence in data quality, resulting in repeated QA checks.

The Mission: Redesigning Front-End Tracking

With a clear goal to eliminate bottlenecks and improve data quality, Leboncoin launched a comprehensive redesign of its tracking approach.

Core Objectives:

1. Empower Feature Teams: Shift tracking ownership to feature teams, removing dependencies on central data teams.
2. Enhance Developer Experience: Simplify tagging processes with robust tools and documentation.
3. Streamline QA Processes: Automate testing and validation to improve reliability.
4. Maintain Continuity: Ensure no breaking changes for existing data consumers.

Key Strategies for Transformation

1. Building Transparency with Standardized Processes

• Ownership Shift: Responsibility for data collection and tagging plans was transferred to feature teams.
• Eliminating the Black Box: The TMS was removed, and data was sent directly to Piano Analytics, eliminating hidden mapping and rules.
• Standardized Tagging Plan: A unified format was created for consistency, making tagging plans easy to understand and implement.

2. Automating Deployment and Validation

• Automated Unit Testing: Developers were provided with tools to validate tagging plans automatically.
• Acceptance Test Helper: A human-friendly interface was introduced to identify issues during QA testing.
• Version Control and Compliance: Automated systems ensured tagging plans complied with Piano Analytics standards.

3. Active Engagement and Support

• Early adopters were onboarded to provide feedback and act as promoters.
• Teams were supported individually, with one-on-one meetings to address specific concerns and ensure adoption.
• Leadership influence was leveraged to integrate the initiative into team roadmaps.

Achievements: Transforming Operations and Empowering Teams

Leboncoin’s new approach revolutionized how data was managed across the organization:

• Empowering Teams:Over 40 feature teams gained full ownership of tracking processes, leading to greater responsibility and accountability. Data analysts shifted focus from tagging deployment to higher-value tasks like supporting and analyzing data.
• Bottleneck Elimination:Feature teams no longer relied on central data teams for tagging updates, significantly reducing delays.
• Improved Data Confidence:Fewer incidents and higher-quality data improved confidence across teams, accelerating analysis and decision-making.

Key Results:

• Tagging Plan Updates: Reduced from 1–2 weeks to less than a day.
• Developer Time: Time spent on tracking tasks was cut by two-thirds.
• Data Analyst Time: Effort dedicated to tracking decreased from 50% to just 5%.

Next Steps: Scaling the Transformation

To sustain and build on these achievements, Leboncoin plans to:

1. Governance: Develop rules for tagging plan design and validate new variable definitions.
2. Rationalization: Introduce tools to identify unused tracking and attribute costs to tracking processes.
3. Enhanced Monitoring: Implement checks and alerts during data ingestion to detect incidents early.

Key Takeaways for Organizations

Leboncoin’s success offers valuable lessons for companies facing similar challenges:

1. Make It Easy: Simplify tracking processes to reduce friction for developers and analysts.
2. Empower Teams: Decentralize responsibilities, giving feature teams ownership over their data.
3. Show Benefits: Demonstrate the tangible advantages of improved data quality and streamlined workflows.
4. Automate Testing: Invest in tools that validate data and minimize manual QA efforts.
5. Engage Stakeholders: Build trust through active support, individual engagement, and leadership buy-in.

Maximizing platform audience and profitability through CSR and digital frugality strategies

At a time when digital transformation is redefining industries, companies face a dual challenge: embracing innovation while ensuring sustainability. Louis-Marie Guérif , Digital Ethics Officer at Piano, shared his insights on navigating this delicate balance at a recent talk. His session highlighted the pressing need for businesses to adopt sustainable, inclusive practices in their digital strategies while remaining competitive in a rapidly evolving landscape.

The Digital-Sustainability Paradox

As businesses grow increasingly reliant on digital tools, the environmental footprint of these technologies is expanding. For example:

• AI consumes 20x more energy than cloud computing, significantly increasing CO2 emissions.
• Big tech companies are generating 7x more CO2 emissions due to AI advancements.

To address this, Louis-Marie stressed that “the future of business is both digital and sustainable”, though achieving this balance will undoubtedly be complex.

Accessibility: An Overlooked Opportunity

Accessibility is a cornerstone of digital sustainability, yet many businesses fail to capitalize on its potential.

Key Facts:

• 16% of the world’s population experiences some form of disability, with 80% of these disabilities hidden.
• In 2019, UK retailers lost ￡17.1 billion in revenue due to inaccessible websites.
• By 2025, fewer than 4% of the most popular websites will fully cater to the disability market.

Common Accessibility Issues:

1. Design and Color Contrast: Insufficient contrast can render content unreadable.
2. Images: Missing or inaccurate text alternatives hinder users with visual impairments.
3. Menus and Navigation: Ambiguous links and lack of keyboard accessibility create barriers.
4. Text and Structure: Poor sequencing and inadequate data table markups reduce usability.
5. Site Functionality: Outdated designs and mobile incompatibility alienate users.

Maximizing Opportunities Through CSR (Corporate Social Responsibility)

To create inclusive and sustainable platforms, Louis-Marie recommended a CSR-driven approach that prioritizes:

• Web Content Accessibility Guidelines (WCAG): Adhering to global accessibility standards.
• Mobile-First Design: Ensuring seamless experiences across devices.
• Education: Empowering teams with knowledge and tools to drive accessibility.
• Retro-Compatibility: Fighting digital obsolescence to extend usability.

Improving Consent Management

Consent management is not only a compliance requirement but also an opportunity to enhance user experience and build trust.

Key Strategies for a Better Consent Experience:

1. Reduce Frustration: Offer users what they’re looking for and avoid intrusive pop-ups, especially on mobile.
2. Prioritize Relevant Content: Ensure the most valuable content is immediately accessible.
3. Eco-Friendly Design: Optimize JavaScript, reduce image sizes, and review animations to improve speed and reduce CO2 emissions.

Impact on Opt-In Rates: EU consent rates typically range between 61-67%, but better design can significantly improve these metrics.

Navigating Compliance and Risk

With a complex legal landscape, non-compliance can lead to significant penalties. Louis-Marie outlined the risks and frameworks companies must navigate:

Major EU Regulations and Associated Risks:

1. General Data Protection Regulation (GDPR): Fines up to €20M or 4% of global turnover.
2. Artificial Intelligence Act: Penalties of up to €35M or 7% of global turnover.
3. Digital Services and Markets Act: Fines up to 10% of global turnover.
4. European Accessibility Act: Varying fines based on severity and member state.
5. Corporate Sustainability Reporting Directive (CSRD): Compliance fines vary by region.

Mitigating Risk: adopting proactive compliance measures not only avoids penalties but also protects brand reputation and data assets.

Cost Control Through Efficiency

Sustainable practices can also lead to substantial cost savings:

Reduce Development Costs:

• Minimize technical debt and development complexity.
• Decrease backlog through better internal communication and streamlined processes.

Lower Infrastructure Costs:

• Optimize cloud storage and processing.
• Decommission redundant systems and encourage data sharing to avoid duplicating efforts.

Embrace Green Cloud Alternatives:

Explore sustainable cloud providers like Qarnot Computing to minimize the environmental impact of infrastructure.

Building Brand Awareness Through Digital Ethics

A company’s online presence reflects its values and priorities. By designing platforms with accessibility, sustainability, and ethics in mind, businesses can:

• Strengthen their brand image and market positioning.
• Communicate CSR commitments effectively to stakeholders.

CSR as a Competitive Edge:

• Attract top talent and reduce turnover by showcasing ethical and inclusive practices.
• Align with consumer expectations for socially and environmentally responsible businesses.

Key Takeaways for a Sustainable Digital Future

1. Inclusion Drives Growth: Accessible platforms unlock new market opportunities while aligning with global regulations.
2. Faster is Greener: Optimized digital experiences not only improve performance but also reduce energy consumption and CO2 emissions.
3. CSR is a Business Imperative: Ethical practices in digital design attract talent, foster loyalty, and enhance brand reputation.
4. Proactive Compliance Reduces Risk: Staying ahead of regulatory changes protects businesses from fines and reputational damage.

Efficiency is Key: Streamlined development and infrastructure reduce costs and environmental impact.

All of this content was summarized by Nicolas Malo , Evelien Vieveen and Hugo Stepien . Thank you for taking the time to read it! ??