Nicolas Malo, CEO of Optimal Ways
Optimal Ways is a consulting company specialised in Digital Analytics and Tag Management. Its mission: to support e-commerce, retail-distribution and distance-selling businesses in implementing and driving their digital performance. As specialists, we resort to partners for their own specialized services such as SEO, ergonomics, keywords purchase.
Very involved in training at first, we now offer a more global consulting service: audit implementation, needs identifications, dashboards implementation, coaching and analysis, working either off-site or on-site... We help develop the competence and training of our customers, and their autonomy is our objective. Using a step by step approach with long-term objectives, we allow companies to develop maturity and autonomy and help them manage their digital performance in a progressive and realistic way.
According to you, what are the main trends and innovations in your field market?
We note an increasing convergence between Digital Analytics and CRM, through the Tag Management solutions and the Data Management Platform (DMP). After several years of communicating on the subject, it is becoming a reality. And the businesses are now mature enough to move forward.
The point of this convergence is twofold: to conduct a multi-channel data collection on different contact points, and to activate the data in real time. All this while managing to "reconcile" a dialogue between these contact points to avoid, for example, target advertising to a consumer who spotted an online product but who bought in stores.
In terms of innovation, I would emphasize the evolution of tag management solutions that enable more real-time data activation. The Digital Analytics, long based on analysis of historical data, is now based on immediacy, offering data almost in real time.
From an Analytics perspective, I would say for innovations: segmentation and attribution. The increase of the segmentation tools offers more possibilities, for example for cohort analysis, while the attribution models are being optimized, in particular at the off-line data integration in the on-line models.
Who are your current customers and which audience would you like to reach?
Our customers are primarily e-commerce companies from a great variety of business areas. We work with Auchan group, Boulanger, Brady Seton, Camaïeu, Cyrillus Vertbaudet, Decathlon, Dior, Fleurance Nature, Fitnext, Hanes, Jennyfer, Leroy Merlin, MGEM, Oskab, Vivarte, Truffaut, Willemse etc.
While the business activities do vary – products, services, insurance…- , the on-line sale issues remain similar.
We position ourselves as trusted third party for our customers, and our collaborations are mostly on a long term basis. If I were to describe our typical customer, I would say that we work with businesses who are looking for experts, and whose management is convinced of the importance of the Digital Analytics as a basis for progress.
What motivated your decision to take part in E-Commerce Paris, a Paris Retail Week event?
It is our second year at E-commerce Paris. These three days give us the opportunity to meet up with our customers, our partners and with the many specialists involved in our field: software editors, traffic generators, integrators… And it is also a great way to meet new e-commerce companies!