Here’s How 5 Tech Giants Make Their Billions – Alphabet & Facebook: Advertising

Source: Chart: Here’s How 5 Tech Giants Make Their Billions

on May 12, 2017 at 1:03 pm

Chart: How 5 Tech Giants Make Their Billions

The Revenue Streams of the Five Largest Tech Companies

The Chart of the Week is a weekly Visual Capitalist feature on Fridays.

Last year, we published a chart showing that tech companies have displaced traditional blue chip companies like Exxon Mobil and Walmart as the most valuable companies in the world.

Here are the latest market valuations for those same five companies:

Rank Company Market Cap (Billions, as of May 11, 2017) Primary Revenue Driver
#1 Apple $804 Hardware
#2 Alphabet $651 Advertising
#3 Microsoft $536 Software
#4 Amazon $455 Online Retail
#5 Facebook $434 Advertising
TOTAL $2,880

Together, they are worth $2.9 trillion in market capitalization – and they combined in FY2016 for revenues of $555 billion with a $94 billion bottom line.

BRINGING HOME THE BACON?

Despite all being at the top of the stock market food chain, the companies are at very different stages.

In 2016, Apple experienced its first annual revenue decline since 2001, but the company brought home a profit equal to that of all other four companies combined.

On the other hand, Amazon is becoming a revenue machine with very little margin, while Facebook generates 5x more profit despite far smaller top line numbers.

Company 2016 Revenue (Billions) 2016 Net Income (Billions) Margin
Apple $216 $46 21%
Alphabet $90 $19 21%
Microsoft $85 $17 20%
Amazon $136 $2 2%
Facebook $28 $10 36%

HOW THEY MAKE THEIR BILLIONS

Each of these companies is pretty unique in how they generate revenue, though there is some overlap:

  • Facebook and Alphabet each make the vast majority of their revenues from advertising (97% and 88%, respectively)
  • Apple makes 63% of their revenue from the iPhone, and another 21% coming from the iPad and Mac lines
  • Amazon makes 90% from its “Product” and “Media” categories, and 9% from AWS
  • Microsoft is diverse: Office (28%), servers (22%), Xbox (11%), Windows (9%), ads (7%), Surface (5%), and other (18%)

Lastly, for fun, what if we added all these companies’ revenues together, and categorized them by source?

Category 2016 Revenue (Millions) % Total Description
Hardware $197,020 36% iPhone, iPad, Mac, Xbox, Surface
Online Retail $122,205 22% Amazon (Product and Media Categories)
Advertising $112,366 20% Google, Facebook, YouTube, Bing ads
Software $31,692 6% Office, Windows
Cloud/Server $31,396 6% AWS, Microsoft Server, Azure
Other $60,177 11% Consulting, other services (iTunes, Google Play), etc.
$554,856 100%

Note: this isn’t perfect. As an example, Amazon’s fast-growing advertising business gets lumped into their “Other” category.

Hardware, e-commerce, and and advertising make up 76% of all revenues.

Meanwhile, software isn’t the cash cow it used to be, but it does help serve as a means to an end for some companies. For example, Android doesn’t generate any revenue directly, but it does allow more users to buy apps in the Play Store and to search Google via their mobile devices. Likewise, Apple bundles in operating systems with each hardware purchase.

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Quelles évolutions pour les médias sociaux en 2017 ? (Hub Institute / Sciècle Digital)

Des chatbots, des fonctionnalités à venir sur Facebook et les autres réseaux sociaux, des marchés dévorés, du social CRM, de la détox, du live, des vidéos verticales, les influenceurs, de l’intelligence artificielle… Tout ce qui va émerger, exploser, ou encore se perfectionner en 2017 se trouve dans le report.

Daily chart: Which gaming company will dominate the virtual-reality market? | The Economist

Sony is expected to do better than its rivals in the high-end of the gaming industry

Source: Daily chart: Which gaming company will dominate the virtual-reality market? | The Economist

WITHIN a decade, virtual-reality (VR) technology is expected to transform the way businesses interact with customers. Immersive, 360-degree experiences, complete with touch and temperature sensations, should become the norm. As early as 2020, spending is forecast to reach $7.9 billion ≈ net worth of Rupert Murdoch, media mogul, 2011

≈ net worth of Steve Jobs, founder of Apple, 2011
≈ Domestic box office gross, 2011

“>[≈ cost of 2011 Hurricane Irene] on VR headsets and $3.3 billion ≈ net worth of George Lucas, creator of Star Wars, 2011

≈ total US football salaries for all teams, 2011
≈ Beijing Airport Terminal 3

“>[≈ box office sales of Gone with the Wind, 1939] on VR entertainment. In the short run, however, VR primarily remains the preserve of gamers. The companies releasing the latest wave of console and headset devices are not only bringing joy to aficionados of “The Lab” and “Gunjack”, but also jockeying for position to compete in a much larger market once the technology goes mainstream.

So far, the VR-gaming industry has roughly been divided into a casual sector, dominated by Samsung and Google, and the high end led by Facebook’s Oculus Rift and HTC’s Vive (both unveiled this spring). Sony, which released its own headset on October 13th with much fanfare, came relatively late to the game. But with a product more powerful than the mass-market devices, and more affordable than the top-tier ones, it may have a sweet spot all to itself. Moreover, it can rely on a captive global customer base of over40m Playstation 4 users, forecast to surpass 50m by Christmas. As a result, the Sony headset is expected to make an immediate impact. IHS Markit, an analytics provider, projects the firm will make $134m ≈ Finance industry 2011 political donations”>[≈ net worth of Dr. Dre, rapper, 2011] from VR sales in the next few months.

Six Digital Media Trends That Are Going To Shake Up Marketing Forever

Source: Six Digital Media Trends That Are Going To Shake Up Marketing Forever

Ross Simmonds is one of the best marketers, growth hackers, and businessmen we know, and he is about to give you some real gems you should pay attention too. Dig in, grab a notebook, and get this brainfood while its hot.

If you want to create a brand in the future, it’s unlikely that the exact same roadmaps used in the early 2000s are still going to be applicable. Some of the philosophies will still hold weight but many tactics are going to have been abused and no longer effective. Similar to how marketers have evolved from radio & magazines to programmatic advertising and social media as an avenue to drive results — change is coming.

Change is constant.

How’d you like to ensure that when change comes, you’re ready? How would you like to hear some of the latest media trends that are going to shake up marketing industry forever?

Well…

Luckily, today that’s exactly what I’m going to share.

Over the years, I’ve rode the waves of digital media opportunities. Whether it’s generating more than 1M views on Slideshare or helping brands grow to hundreds of thousands of followers on Instagram — I’ve leveraged and capitalized on many of the latest trends. And in this post, I’m going to sharesix digital media trends that will shake up the industry for years to come.

1) The Consumerization Of Media & Influencers

The body scrub company, Frank Body was one of the first brands to capitalize on Instagram fame. With an estimated sales of roughly $20 million ≈ Organized labor 2011 political donations

≈ Annual hurricane research funding in 2011

“>[≈ Typical endowment, liberal-arts university] in 2015 — the brand has grown rapidly thanks to influencers and the consumerization of media. A quick look at their newsfeed and Instagram search will show you models and regular people promoting the product:

Some of these posts are fans.

Some of these posts are paid shout outs.

When talking about Influencers in a recent interview with Nathan Chan the co-founders of Frank Body expressed that they paid Jen Selter, $20,000 ≈ Per capita income – Australia, 2005

“>[≈ Per capita income – Taiwan, 2005] for a product placement on Instagram & Twitter. At the time, Jen had around 6M followers on Instagram but today she has more than 8.2M followers and some believe she’s charging $50,000≈ Median US household income, 2009”>[≈ cost of Ford F-150] per Instagram post.

Here’s one of Jen’s posts featuring the brand:

Influencer marketing isn’t new.

What’s new is a shift from the people with millions followers being compensated for shout outs to people with thousands.

The influencer marketing company, Markerly recently conducted a survey of2 million social media influencers. In their study, they found that influencers with fewer than 1,000 followers had a higher like rate than those between1,000 and 10,000 followers. While it’s possible that these individuals low engagement is related to Instagram’s algorithm and inactive followers — the idea that almost anyone could be considered an influencer is valid.

Today, millions of dollars are being exchanged for shoutouts on Instagram, Snapchat takeovers and retweets on Twitter. As more and more people begin to create mini-brands and followings, it can be expected that more people will monetize their reach and compete with media companies for their budget as it relates to digital marketing.

According to TheShelf, brands are quickly committing to this investment:

Sites like BuySellShoutOuts.com offer brands the ability to pay influencers with all accounts sizes and covering differenttopics to promote their brands:

But this is just the beginning.

Thunderclap is a social media platform that allows people to sign up in advance and share a unified message at a specific time. Many brands have already started using this tool to drive buzz around events, non-profits and products raising money on Kickstarter. In October 2015, a project called Phonebloks generated a reach of more than 381,745,40 with supporters likeElijah Wood signing up for the campaign.

Examples of campaigns that people signed up for

Users of Thunderclap don’t currently get compensated for their tweets but I’m willing to bet, it’s coming. The willingness to offer brands the ability to tweet on your behalf isn’t new. It’s something that has been tried by many companies over the years but the trends surrounding influencers and the markets understanding of the value is an indication that this is a trend worth watching.

2) Bots Are A Media Opportunity For Brands

One of the first media companies to launch a bot was the team at Quartz. The team launched an app that feels like a friend sharing news via SMS that you read with ease. It comes with gifs, emojis, articles and of course ads like the Mini Clubman banner you see on the left.

Bots have been a hot topic for the last few months but when Facebook announced during f8 that messenger boasts 900 million users per month and it was launching a bot marketplace — it became a new ball game.

Facebook is betting on bots.

As more bots are developed we will begin seeing different more use cases. Whether it’s bots being used for the news or bots being used for shopping; the ability to connect with people through a conversational interface is an opportunity that media companies and marketers should watch.

Native content and advertising is a trend that has been soaring over the last few years. Native or Sponsored content is a model in which brands pay to have their content distributed (sometimes created) by media companies directly into their channels in a way that is often viewed as regular editorial.

Here’s an example of native content from Delete Blood Cancer on Blavity:

So what does this have to do with bots?

Well.. Imagine you’re using a fitness app.

The bot will remind you to go for a run, offer advice for meal plans and even tell you what you should do for sciatic pain — but it will also send you an article that talks about Six Reasons Why You Should Invest In The Right Shoes. Sponsored by Adidas of course…

Native advertising has been found to consistently perform better than traditional banner ads. Brands will embrace this approach within bots because it works for both the user and the publisher. I predict we will see more media companies launching bots and more bots evolving into full-fledged media companies.

3) How Stories Will Evolve Content Consumption

Facebook changed the way we find our news.

Twitter changed the way news was broken.

Snapchat and Instagram are currently fighting to determine what’s the best way for the new generation to consume it.

The last year has been a big one for Snapchat. DJ Khaled made brands open their eyes to the network as an opportunity to reach millions. Business giants proclaimed it to be the future of TV, social media and media as a whole. The rise of Snapchat resulted in profile pictures all over Twitter & Facebook to quickly change from logos & headshots to snap codes:

Instagram was once a favourite amongst youth but Snapchat quickly became a serious threat. In fall 2015, Piper Jaffray’s survey of 6,500 US teens showedthat 33% of them considered Instagram their most important social network. By this spring, that number had fallen to 27% as Snapchat took the crown.

Fast forward a few months and the momentum of Snapchat continued when Kim Kardashian did what she does best. She broke the Internet.

When she released a phone recording of Taylor Swift and Kanye West on Snapchat, every social network felt it. Journalists, the media and fans proclaimed Kim the official queen of social media and Snapchat the future:

Moments like this, the rise of DJ Khaled and the increase in usage was a clear indicators that Snapchat found gold. So earlier this year, Instagram took and stand refusing to allow Snapchat to run away with this new format and launched their own version of Stories. Creatively, they called it…

Stories.

It shares the same functionality as Snapchat allowing users to create a rolling montage of pictures and videos from the last 24 hours. It’s in this format that brands are already advertising, media companies are being launched and millions of people are watching.

4) More Free-Time = More Media Consumption

In just a few years, the idea of autonomous vehicles have gone from a futuristic dream to a realistic and disruptive product. Regardless of who you think is going to come out as the industry leader in the race towards the first fully autonomous and safe vehicle — it’s going to have an impact on media.

According to a 2016 study conducted by the Bureau of Labor Statistics, the majority of Americans spend their free time watching TV.

Watching TV was the leisure activity that occupied the most time (2.8 hours per day), accounting for more than half of leisure time

The same trend was found in places like the UK and Canada. You see, the more free time people have the more time they spend consuming content. And if we no longer have to pay attention to the road, it’s likely that we spend more time consuming visual content.

As autonomous cars become more readily available, more time will be available for people to consume content. The average travel time to work in the United States is 25.4 minutes. Meaning that over the course of a year you could consume more than 98 episodes of The Wire.

Exactly.

5)The Rise Of Vertical Video Content

Snapchats success with vertical video content has resulted in a the rise of vertical video content. For years, people suggested that vertical video was bad and that horizontal video was good:

In a leaked Snapchat pitch deck the company shared that revenues in 2015 were $59 million. The company projected to reach between $250 million ≈ cost of Airbus A380, the largest passenger airplane

“>[≈ Typical endowment, research university] and $350 million in 2016, and between $500 million [≈ net worth of Jay-Z, rapper, 2011] and $1 billion ≈ box office sales of The Jungle Book, 1967

≈ box office sales of ET: The Extra-Terrestrial, 1982
≈ box office sales of The Exorcist, 1973
≈ box office sales of Jaws, 1975

“>[≈ net worth of J.K. Rowling, author of the Harry Potter series, 2011] in in 2017.

What’s a key differentiator between Snapchat and other networks?

It embraces the vertical video. Here’s a slide from one of their earlier decks about the success that brands were having with vertical content:

Over the last few years, we’ve seen a consistent increase in the amount of video content being consumed vertically. According to eMarketer and the 2015 Mary Meeker report, 29% of all video consumed online was vertical.

Lyrical School is a Japanese female band who made a major debut into mainstream with their latest music video. Unlike most videos that are built for TV, the group created a vertical video that has more than 1.3M views:

But this is just the beginning.

More and more companies are developing ads in the vertical video format. More and more media companies are offering it as an ad unit. It’s a trend that offers a more optimal experience for mobile users and a more effective approach for brands and media companies to connect with them.

6) Big Media Begins To Niche Down

Country Side Network

Did you know that there is a magazine for almost everything?

From sheeps and pigs to technology and boats. If it’s a topic, there has likely been a magazine created about it at some point in the last 50 years. Over time, magazine sales have continue to plummet and many of the niche magazines have been the early victims of this medium’s decline.

The writing has been on the wall for years:

As the niche magazines continue to die — niche web opportunities arise.

It’s the model that allowed Reddit to become so successful. Reddit is one community that is filled with thousands of sub-communities talking about niche interests and topics. Whether it’s an entire community talking aboutBBQ or a community talking about PokemonGo — it’s a place where passionate people can learn, connect and stay up to date on interests.

Media companies are recognizing the opportunity to niche down and are investing in more niche topics to reach niche audiences. Over the last few months, we’ve seen media companies invest in more diverse categories of media content. As a result, marketers will have the ability to be more targeted in their efforts rather than making assumptions about what content their audience is likely to consume.


Are there any other trends that you think will shake things up? Did you learn something new in this post?

Let me know in the comments, I’d love to hear your thoughts. If you want more content like this, check out my semi-regular newsletter.


Ross Simmonds is a the founder of Foundation, a content marketing service company and the co-founder of Crate + Hustle & Grind.

Google Allo vs. Apple iMessage vs. Facebook Messenger: How They Compare | TIME

Which is the best messaging app?

Source: Google Allo vs. Apple iMessage vs. Facebook Messenger: How They Compare | TIME

The messaging apps you likely use each day, like Apple’s iMessage and Facebook Messenger, have changed dramatically over the past few months.

These apps, primarily designed for simple conversation, are gradually evolving into platforms for more complex messaging and outside services. The shift can be compared to the move from mobile webpages to apps that took place once smartphones like the iPhone rose in popularity nearly a decade ago.

Google’s new messaging app Allo, for example, integrates the company’s search prowess directly into text conversations. Apple recently launched an entire store just for apps meant to be used within its messaging app, iMessage. And Facebook earlier this year invited companies to design their own chat bots for its Messenger app, which help you shop or book travel plans.

Apple, Google, and Facebook’s messaging apps serve similar purposes, but in different ways. Here’s a closer look at how they differ.

Google Allo

Lisa Eadicicco
Lisa Eadicicco

Allo’s biggest asset is its integration with Google Assistant, the company’s conversational new virtual aid that can answer questions and make suggestions.

Allo offers two ways to interact with Google Assistant. In a messaging thread, typing the trigger phrase “@google” will tell the assistant to pay attention to the next string of text you type so that it can answer your query. When making plans with a friend, you might type something like, “@google Show me movie times near me?” to display upcoming showings. You can also chat with Google Assistant one-on-one to ask it questions, set alarms, tell jokes, find news, and remember information like hotel room numbers, among other things.

At this point, Google Assistant adds some convenience to texting by making it easier to retrieve information without having to juggle multiple apps. But for now, it’s only helpful for basic tasks. For finding more complicated answers — like public transportation schedules — you’re still better off using a dedicated search app or web browser.

A crucial difference between Allo and the messaging apps offered by Apple and Facebook is that it doesn’t yet offer third-party apps, although Google is considering doing so in the future. With Allo, you can hunt for nearby restaurants and browse movie times without leaving a text conversation, but you can’t book a table or buy tickets for now.

While many texting apps and keyboards can suggest words as you type, Allo goes a step farther by offering up full replies based on the message you’ve just received. If a sibling sends you a photo of the family dog, Allo might suggest that you say something like “Aww!” or “How cute!” in response. This artificial intelligence-powered feature is part of what makes Allo different than iMessage or Facebook Messenger. These suggestions are on point and natural-sounding for the most part, but I found that in most instances I preferred to type out my own responses unless I was in a rush.

Stickers and expression are also an important part of the Allo experience. There are currently around 25 sticker packs available to download in Allo, which is an especially slim selection compared to the 6,000 sticker collections Facebook Messenger offers. Apple hasn’t said how many stickers are currently available for iMessage, but there are dozens upon dozens in the App Store already. These range from recognizable brand-name characters like Mickey Mouse and Mario to cute animals. The stickers in Allo, comparatively, are made by independent artists and studios.

Allo also has an Incognito Mode, which, as the name implies, is meant to offer more privacy for sensitive conversations. With Incognito Mode enabled, all chats are encrypted end-to-end. You can also choose to make your messages disappear after a certain amount of time has passed. This is similar to the Secret Conversations feature available in Facebook Messenger’s mobile app.

However, many reviewers have criticized Google for not activating this functionality by default, as Apple does with iMessage. Google also stores your Allo conversation history, even though it said it wouldn’t look at your messages when it initially unveiled the app, as The Verge noted. (Google says it does this in order to improve its service, but the company’s advertising-based business model is built around knowing as much about its users as possible.)

Unlike Messenger and iMessage, Allo is only available on mobile, for both iOS and Android. This means you can’t continue your chats on your computer while at work or get notifications on your desktop or laptop like you can with Apple and Facebook’s respective apps.

Apple iMessage

Lisa Eadicicco
Lisa Eadicicco

When Apple unveiled the new Apple TV last year, the company did so with the tagline “The future of TV is apps.” Now it seems the company is taking the same approach to messaging.

The new version of iMessage, which recently launched with iOS 10, includes an App Store filled with apps just for Apple’s messaging app. You could, for example, download The Weather Channel’s app for iMessage to look up the forecast and share it with a friend without switching between apps. Or you might have a few friends vote on which restaurant the group should choose for dinner that night through OpenTable.

Apple’s approach to messaging differs from those of Google and Facebook in that it doesn’t focus on the “conversational interface.” This idea has been front and center in both Facebook and Google’s respective apps. Part of the appeal behind Allo, for example, is that you can ask Google to answer questions or retrieve information for you in the same way you would type a message to a friend. Similarly, thousands of businesses have launched chatbots for Facebook Messenger with the goal of making it easier to use their services through casual communication. But using apps in iMessage largely feels the same as interacting with other apps on your phone, rather than chatting with a virtual assistant or automated bot. You can choose to open an app within the text field of your message or expand it to run in full screen mode.

iMessage has changed in other ways, too. In addition to the new stickers, Apple has added visual effects that Facebook and Google’s apps lack. Some examples include: The ability to send handwritten notes by holding the phone in landscape mode, tapping a word or phrase to replace it with an emoji, and sending a virtual heartbeat to recipient.

Another feature unique to iMessage is the ability to send full screen animations with a text, like a barrage of fireworks in the backdrop of a message that says “Congratulations.” iMessage also allows users to send blurred text or photos that unscramble when the recipient swipes over the message. With the new iMessage, it’s possible to make text bubbles larger or smaller, (Allo offers a similar effect), and tap on a specific in a message within a thread to ‘react’ to it, like you would a Facebook status. Plus, iMessage users can now search for animated GIFs and images with the iPhone’s keyboard by default.

Apple’s service is only available on Apple products, including iPhones, iPads, Mac computers, and iPod Touch devices.

Facebook Messenger

Lisa Eadicicco
Lisa Eadicicco

Facebook began integrating third-party services into its chat app before Apple and Google, first introducing Messenger as a Platform in 2015. Facebook took this a step further in April, inviting app makers to create chatbots for its messaging app. There are currently more than 30,000 bots on Facebook Messenger, allowing users to shop, get weather forecasts, and read the news within the app.

When done well, using bots in Messenger almost feels like having personal assistants for specific tasks. The Whole Foods bot, for example, serves up recipe ideas. Shopping app Spring’s bot, meanwhile, will ask you what you’re shopping for and pull up relevant items. The experience is different with each bot. Some will proactively ask you what need help with, while others field questions or send news updates. What each bot does is largely in the hands of their developers rather than Facebook, which is why some bots are more responsive and engaging than others. By contrast, the Google Assistant experience is consistent since Google is in full control.

In addition to chatbots, Facebook also lets third-party apps plug into Messenger. These are different than chatbots in that they’re not conversational, instead working more like iMessage apps. You can, for instance, request an Uber or Lyft when chatting with a friend or send money through Facebook’s payment service without leaving your conversation. Some of these options appear in your in the tool bar above the text field in Messenger, while a larger selection is accessible in the More section. Many of the app integrations currently available for Messenger include different types of keyboards, games, quizzes, and photo apps.

Other than its massive sticker library and selection of third party keyboards, Facebook doesn’t offer many different tools for expression. You can’t, for example, add full-screen animations to a message or tap a word to replace it with an emoji the way you can with iMessage. It did, however, recently gain the ability to start a live video in a conversation and embed polls in group chats.

Facebook Messenger is available for iOS and Android and can also be used on the desktop.

Conclusion

Ultimately, most people will probably opt for the messaging platform that’s most convenient for them. Most often, that’s the app that most of their friends and family members are currently using. This is where Apple and Facebook have a major advantage over Allo. iMessage is baked into every iPhone by default, while Facebook’s Messenger app is among the largest messaging services in the world, boasting 1 billion users. With Allo, Google will have to convince users to download a new app they likely haven’t heard of.

Still, there are reasons to like (or dislike) each app. The ability to search for GIFs and stickers alone is a major step forward for iMessage, which has lagged behind apps like Facebook Messenger in this respect until now. The overall app experience in iMessage, from discovering new apps to actually using them, feels very much like installing regular apps on your iPhone, which Apple fans will likely appreciate.

Messenger, on the other hand, appears to be focused on building the conversational user interface by pushing developers to create chatbots for its platform. It’s still early days for these bots, and the vast majority of them still have yet to prove their worth. Regardless, it’s clear Facebook is focused on messaging, as the app has seen several significant changes over the past year alone. For now, the app’s ease of use and vast selection of stickers remain its biggest strengths.

Allo has potential, but for now it feels more like a testbed for Google Assistant more than anything else. The idea of having a virtual assistant present in chats to help you make plans with friends is helpful and appealing, but it does present some privacy concerns. For now, the lack of third party app integration and desktop compatibility puts Allo behind Messenger and iMessage, although it will be interesting to see how Google Assistant improves over time.

ROI, croisement des données, volatilité des clients : Carrefour monétise ses Datas | La Revue du Digital

Source: ROI, croisement des données, volatilité des clients : Carrefour monétise ses Datas | La Revue du Digital

Carrefour monétise les audiences de ses grandes surfaces et de ses sites Web. Le leader européen de la distribution mise sur le lien entre le digital et son CRM qui regroupe 13,7 millions de porteurs de cartes de fidélité. Un nouveau métier qui fait lentement sa place chez le distributeur en s’appuyant sur la technologie. 

Avec un chiffre d’affaires supérieur à 40 milliards d’euros en France, Carrefour est un géant de la distribution classique et si l’enseigne est déjà très présente dans le numérique, elle réalise l’essentiel de son chiffre d’affaires dans ses points de vente physiques.

Jouer la carte de la Data

Néanmoins, le distributeur entend désormais jouer la carte de la “data” notamment pour séduire les marques annonceurs et s’imposer sur le marché publicitaire au même titre que les Google ou Facebook et ajouter un “C” à GAFA.

Michel Bellanger - Carrefour - BF3Cette ambition peut paraître démesurée mais Carrefour a quelques arguments à mettre dans la balance face aux grands annonceurs du marché français, dont un atout de poids, sa “Data”. “Nous avons aujourd’hui 13,7 millions de porteurs de carte de fidélité et plus de 2 ans d’historique, des data précises à l’EAN (code barre) près” déclare Michel Bellanger, directeur marketing de Carrefour Médias (ci-contre)

Il a pris la parole à l’occasion de l’assemblée générale de l’EBG, le 21 Juin. Il poursuit : “notre enjeu est de répondre aux attentes des annonceurs. Le point de vente aujourd’hui, ce n’est pas qu’un magasin ou un site e-commerce, c’est une audience que nous devons être capables de cibler.

Un vaste projet d’onboarding du CRM 

90% du business de Carrefour se fait aujourd’hui en physique or dans le même temps nos clients sont de plus en plus digitaux” poursuit le responsable marketing. Pour réconcilier ces deux mondes, Carrefour a fait le choix d’Acxiom afin “d’onboarder” son CRM sur leur plateforme LiveRamp.

Le lien entre les consommateurs identifiés par leur carte de fidélité et leur navigation sur internet est un travail en cours. Cette opération pourrait atteindre 60% à terme des porteurs de carte de fidélité, considère Michel Bellanger.

Le 100% n’étant pas atteignable, sachant que, statistiquement, 20% des clients Carrefour ne disposent pas d’un accès Internet, et que 20% supplémentaires ne souhaitent pas être sollicités par des messages commerciaux via les canaux digitaux.

Relier une bannière au panier en sortie de caisse

Cet onboarding permet de nouveaux types d’opérations promotionnelles. “C’est ce qui nous permet de proposer aujourd’hui à nos annonceurs des opérations digitales à l’extérieur du magasin.” En “onboardant” la base CRM Carrefour, Michel Bellanger cherche à créer le lien entre une bannière poussée sur un site Web de l’enseigne (ou sur un site quelconque via retargeting), à un client physique, à un panier, un achat.

Cela nous permet de proposer à nos annonceurs des opérations véritablement mesurables que cela soit dans le cadre de simples opérations média ou des opérations promotionnelles via notre CRM.

Objectif : mesurer l’impact réel d’une campagne bien après son achèvement

Pour le directeur marketing de la régie médias de Carrefour, ce lien est capital entre les métriques issues du digital, les données CRM et les données de sortie de caisses. “Il faut être capable de mesurer les KPI standards d’efficacité des campagnes digitales, comme le nombre de personnes exposées, le nombre de clics, le nombre d’impressions, mais il faut aussi comprendre quel est l’impact sur le chiffre d’affaires en magasin.”

Ce qui a été mesuré. Résultat, “en 2015 nous avons mené près de 40 campagnes pour nos clients FMCG (biens de grande consommation) et les ROI vont de 0,5 à 11,” annonce-t-il.

En pratique, une opération de communication peut fort bien avoir été un succès sur le plan digital, mais un échec en termes d’accroissement des ventes. A l’inverse, les effets d’une campagne digitale peuvent être prolongés bien au-delà de la durée de la campagne elle-même, souligne Michel Bellanger.

700 000 € de gagnés pour une mise de 70 000 €

Autre cas évoqué par Michel Bellanger, une campagne réalisée en décembre dernier pour promouvoir les produits traiteur Carrefour. “Nous avons fait quelque chose d’absolument extraordinaire : entre exposés et non-exposés, nous sommes parvenus à augmenter le panier moyen qui est passé de 90 € à 91 €. Or 1 € de chiffre d’affaires incrémental sur 700 000 personnes, cela représente un incrément de 700 000 euros, pour un investissement média de 70 000 euros. Le calcul de ROI d’une telle campagne est évident.”

Si le responsable marketing de Carrefour Medias avance des chiffres aussi précis, c’est aussi qu’il souhaite faire évoluer la vision des annonceurs qui restent encore très axée sur les KPI classiques du marketing digital.

Il faut proposer des outils plus puissants et plus performants afin d’apporter aux annonceurs de la valeur ajoutée sur la compréhension de la construction du business. Le Big Data nous apporte une très grande granularité au niveau de la donnée. Il permet cette capacité à suivre l’individu sur la durée et donc finalement à réconcilier la donnée CRM individuelle et la donnée business pour le compte des marques.”

25% des parts de marché des grands annonceurs

Il ajoute : “ensuite, il faut réfléchir à la meilleure façon de les adresser. La régie offre aux annonceurs la possibilité d’adresser un client de plusieurs manières différentes en fonction de l’objectif : email, mailing postal, coupon caisse, et aujourd’hui un canal supplémentaire, le display ciblé.”

Carrefour propose ses audiences. “Aujourd’hui nous sommes capables de mettre à disposition des annonceurs un CRM déjà opérationnel dans l’écosystème Carrefour qui représente 25% de parts de marché des gros annonceurs en France.

50% de ventes en plus grâce au lien avec le digital

Les effets d’une campagne digitale peuvent être prolongés bien au-delà de la durée de la campagne elle-même, comme l’illustre l’exemple délivré par Michel Bellanger, directeur marketing de Carrefour Médias.

Nous avons mené une campagne pour un alcool blanc bien connu [NDLR : du rhum] qui entre dans la composition des Mojito. Nous avons ciblé nos clients à qui nous avons envoyé des recettes de cocktails Mojito et de Cuba Libre,”explique-t-il.

Les campagnes ont connu de bonnes performances. “Elles ont eu plusieurs millions d’impressions et des taux de clic très satisfaisants par rapport aux bench du marché,” dit-il. Ce sont des KPI très classiques en marketing digital. Et Carrefour a pu ensuite suivre l’impact réel de la campagne aux passages en caisses en ciblant ses clients “physiques” porteurs de sa carte de fidélité.

L’incrément de chiffre d’affaires a atteint 15 points pendant les 8 semaines de campagne. Et puisque nous suivions les achats de nos clients via leur carte de fidélité, nous avons pu établir la performance de la campagne à moyen et long terme sur les ventes,” pointe-t-il.

La performance de la campagne a pu être mesurée selon que les clients aient été exposés ou non à la publicité.“Nous avons donc observé l’impact de la campagne dans les 8 semaines qui ont suivi et l’incrément de chiffre d’affaires entre nos clients exposés et non exposés a atteint 50% !” se réjouit-il.

L’onboarding permet d’affiner le calcul du ROI des campagnes. Ce lien entre les mesures digitales et les données de ventes a permis de démontrer que les gens qui ont reçu ces recettes se sont mis à consommer régulièrement des Mojito et des Cuba Libre et sont effectivement allés racheter une bouteille dans les semaines qui ont suivi la campagne. Cette nouvelle approche doit permettre d’avoir une vision à moyen et long terme d’une campagne digitale.

50% de la base client d’une marque renouvelée chaque année !

L’analyse des données de caisses a permis à Carrefour de faire apparaître l’extrême volatilité des clients. “Venant d’une agence média, j’ai découvert en arrivant chez Carrefour qu’en un an, l’ensemble des marques FMCG perdent et recrutent en moyenne 50% de leur base client,” affirme Michel Bellanger, directeur marketing de Carrefour Médias.

Les clients ne disparaissent pas en revanche de chez Carrefour. “Leurs clients restent chez Carrefour, mais ils changent de marque fréquemment même si les parts de marché de chacun ne bougent pas. Les panels ne reflètent pas les mouvements énormes qui se dissimulent derrière leurs chiffres agrégés,” constate le responsable.

Face à ces phénomènes, Carrefour mise désormais sur ce que l’on nomme le “People Based Marketing”, non plus la simple étude de KPI très générale et de métriques agrégées, mais une approche Big Data. Une vision client unique qui se base sur l’analyse de données très détaillées qui inclut tant l’ensemble des achats réalisés par un client sur plusieurs années, mais aussi les données issues des médias digitaux.

Cette vision client unique est désormais opérationnelle. Celle-ci doit être agnostique et inclure les anciens clients, les clients abandonnistes, ceux qui sont en perte de vitesse, les clients à réactiver et bien sûr les nouveaux clients,” décrit-il.

 

Le Safe Haven : mettre en commun des Data sans les partager

Pour améliorer encore l’efficacité des campagnes que Carrefour Medias mène pour ses annonceurs, Michel Bellanger, directeur marketing de Carrefour Médias, espère désormais pousser ses annonceurs à ouvrir leurs propres CRM afin de croiser les données clients avec celles de Carrefour et de réaliser des campagnes mieux ciblées.

Comme bien évidemment aucun industriel ne voudrait laisser les distributeurs piller ses bases de données, Michel Bellanger mise sur une approche de type Safe Haven (DSSH / Data Science Safe Haven) telle qu’implémentée sur la plateforme LiveRamp d’Acxiom.

Cette capacité de Safe Haven nous permet de respecter la donnée de chacun. En tant que régie publicitaire, nous savons bien qu’il y a un vrai enjeu sur la propriété de la donnée. Carrefour a des données qu’il ne souhaite pas partager avec Groupe Seb, par exemple, et Seb ne souhaite pas partager toutes ses données avec Carrefour. Pour autant, nous devons être capables de croiser nos données afin de produire des opérations qui ont du sens” résume Michel Bellanger.

Pour le directeur marketing, cette fonction de Safe Haven qui permet de croiser les données dans le Cloud sans que chacun des partenaires n’ait directement accès aux données de l’autre, doit permettre à Carrefour Medias de nouer de nouveaux partenariats que ce soit avec des industriels ou les opérateurs télécoms avec des données de géo-localisation et affiner encore les campagnes marketing pour avoir un impact encore plus grand.