Heroiks Analytics – EN

ANALYTICS

Everything goes faster, technology evolves constantly, data piles up… taking best decisions by identifying key data and modeling the effectiveness of marketing actions becomes a competitive advantage. HEROIKS therefore has a proactive approach to monitor and analyze market offers and competitive landscape, in order to better understand the users’ behavior and to propose new decision and communication tools to the group’s clients and agencies.

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Search Dependence Index (SDI)

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Leadsmonitor :
TV analytics tool

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GRP
Alpha

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Search Dependence Index (SDI)

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Primary goal: to better understand the dependence of any site upon search engines. Thus, HEROIKS invented the Search Dependence Index (SDI), which measures the dependence of any website on search engines. It is not a mere estimate of the percentage of visits coming from Google on a given site, it is a representative analysis of the website incoming flows that assesses the contribution of traffic from search channels (natural referencing (SEO), paid search (SEA)…), weighting several aggravating and mitigating dependence factors (including a brand awareness factor influencing the nature of requests). Over yearly data occurrences, the evolution of the index also reveals the ability of a brand to gradually rely less on search engines to secure its traffic. As a result, the Search Dependence Index, which is broken down by brand or industry analyses, provides a benchmark and helps to define best traffic acquisition strategy in order to optimize and harmonize media and/or SEO investments.

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Leadsmonitor : TV analytics tool

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The starting point: like on the Internet, to know the ROI of a TV campaign by measuring the visits generated by the spots broadcast. To do this, the Research and Studies Department of My Media has developed since 2007 a particularly innovative tool, Leadsmonitor. This exclusive technology relies on machine-learning and has been fed by a more than 1 million spots base over 10 years. Thus, Leadsmonitor tells for each spot the immediate and global visits generated by your advertisement and consequently the costs per incremental visit. Then the software follows the conversion funnel, giving leads and sales, which makes it possible to measure the return on investment of the campaign with a flexible granularity (spot, channel, day ...). With its continually self-improving algorithm, the tool has largely contributed to the success of the advertising campaigns of many clients and has become the leader on the French market in TV efficiency measurement: 1.5 billion euros billings have already been analyzed. With such a tool and an effective DRTV strategy, HEROIKS allows you to buy more than audience: you buy performance and you optimize your marketing decisions as well as your advertising investments.

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GRP
Alpha

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The starting point: for branding campaigns, to buy audience is good ... but to buy brand awareness points is so much greater! Where traditional GRP stands for "number of contacts", GRP-Alpha accounts the contacts who are actually attentive ... hence useful contacts! Attention (or “Alpha”) varies significantly from one TV channel to another or from one moment in the day to another. Thefore it is necessary to optimize the distribution of contacts accordingly. For example, a channel with an Alpha of 20 gets little attention from the viewer and will require repetition for the message to impact, while a channel with an Alpha of 60 will provide better results with a lower frequency of issue. Besides mediaplanning optimization, from Alpha we can calculate memorization or beta, which can be specifically determined by TV channel and day part, down to individual spot break level. This is a major innovation unique to HEROIKS: feeding individual ad break memorization data in mediaplanning and buying software PopCorn, the GRP-Alpha allows awareness optimization and a better analysis of brand capital in the long term.

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