Saint-Gobain, world leader in substainable habitat, designs, manufactures and distributes building materials. Last year, the company celebrated its 350th anniversary. On this occasion, Johan Allard, E-marketing and Analytics project manager of this group, has kindly agreed to answer our question so we can share his experience.
Hello Johan, can you briefly introduce yourself to our readers?
I started to work on the Web in 1999! For 7 years, I have been E-marketing and Analytics project manager.
You are now E-Marketing & Analytics project manager for a large group. What was your process?
I started at Saint-Gobain. I had the chance to participate in major international projects. Then I wanted to get closer to the customer and business, so I migrated from industry to distribution. It was from there that I started to work on traffic acquisition and performance measurement.
What is the role of E-marketing project manager in a company like Saint Gobain? What are your recurring tasks?
I can’t really speak for Saint-Gobain because many of us work in different divisions and we probably have different roles and objectives. In my case, I guide the different digital teams of Saint-Gobain Building Distribution France, which now represents 30 websites and mobiles applications .
Topics and issues are very varied but the two subjects that have been occupying me lately are visibility (SEM) and analytics (performance monitoring of digital activities…)
Digital has an increasingly important place in communication. In 2015, Saint Gobain decided to make a digital transformation. Does this concern you? If so, can you tell us more about this?
Yes of course. For SGDB France, the digital is an asset and an essential complement to the development of our network of 2,200 of physical points of sale. There are many e-commerce websites displayed online but we also want to provide services to our customers by providing them with timesaving tools (Drive, put a cost on its building site, Technical documentation, etc.).
One of our ambitions is to become the online technical information leader.
On what occasions does the company use the myposeo tool?
We started to use the tool to track keywords and soon we integrated the tool into our visibility strategy.
We define KPIs and set up automated dashboards.
Do you use the “Reports” feature? What are the indicators that you see everyday?
We follow 2 types of indicators:
- Indicators related to the website global visibility (number of positioned keyword, number of top-keywords, estimate generated traffic, top SEO pages…)
- Indicators related to our strategy (keywords positions, etc.)
What new features would you like myposeo to develop?
Actually, we are working on it with myposeo consultants ?
Where can we talk with you?
We thank Johan for agreeing to answer our questions!
If you also wish us to share your experience and have a dedicated article on your business, do not hesitate to contact us!
Marketing manager @myposeo, community manager and writer.