Privacy Notice



FRENCH TRANSLATION GERMAN TRANSLATION



Harnham Search and Selection 
Privacy Notice
1. General
1.1 Harnham Search and Selection Limited together with its group companies (“we”, “us” or “Harnham”) take the privacy of your information very seriously. This Privacy Notice is designed to tell you about our practices regarding the collection, use and disclosure of personal information which may be collected in person from you, obtained via our websites or collected through other means such as by an online form, email, or telephone communication.
1.2 This notice applies to personal information provided by our clients and suppliers about their employees and other individuals affiliated with them and also to candidates or prospective candidates (“Candidates”) whose data we process for proposed roles with our clients or prospective clients. Where a given role with our client is to be filled by a limited company or other corporate contractor we may process data relating to that company’s directors or shareholders and in this policy a “Candidate” may include directors and shareholders of corporate contractors. 
1.3 In this notice “you” refers to any individual whose personal data we hold or process (i.e: an individual candidate or potential candidate, an individual affiliated with a corporate contractor candidate, or an individual or employee associated or affiliated with our client or supplier.
1.4 In general, our services are related to the provision of recruitment services to clients and we do not process personal data on a large scale, but we will hold certain data in relation to Candidates and individuals affiliated with our clients and suppliers, and this notice sets out the basis on which we hold that data.
1.5 This notice is governed by the EU General Data Protection Regulation (the “GDPR”) from 25 May 2018.
2. Legal Basis on which we process personal data
2.1 Personal data we hold about you will be processed either because:
2.1.1 the processing is necessary in order for us to comply with our obligations under a contract between you and us, specifically for the provision of our services; or
2.1.2 the processing is necessary in pursuit of a “legitimate interest”, a legitimate interest in this context means a valid interest we have or a third party has in processing your personal data which is not overridden by your interests in data privacy and security
2.1.3 for certain ‘special categories’ of sensitive personal data including data relating to health and ethnic background which we may process from time to time we will process this data on the basis of your consent.

Harnham Search and Selection

Privacy Notice

1. General

1.1 Harnham Search and Selection Limited together with its group companies (“we”, “us” or “Harnham”) take the privacy of your information very seriously. This Privacy Notice is designed to tell you about our practices regarding the collection, use and disclosure of personal information which may be collected in person from you, obtained via our websites or collected through other means such as by an online form, email, or telephone communication.

1.2 This notice applies to personal information provided by our clients and suppliers about their employees and other individuals affiliated with them and also to candidates or prospective candidates (“Candidates”) whose data we process for proposed roles with our clients or prospective clients. Where a given role with our client is to be filled by a limited company or other corporate contractor we may process data relating to that company’s directors or shareholders and in this policy a “Candidate” may include directors and shareholders of corporate contractors.

1.3 In this notice “you” refers to any individual whose personal data we hold or process (i.e: an individual candidate or potential candidate, an individual affiliated with a corporate contractor candidate, or an individual or employee associated or affiliated with our client or supplier.

1.4 In general, our services are related to the provision of recruitment services to clients and we do not process personal data on a large scale, but we will hold certain data in relation to Candidates and individuals affiliated with our clients and suppliers, and this notice sets out the basis on which we hold that data.

1.5 This notice is governed by the EU General Data Protection Regulation (the “GDPR”) from 25 May 2018.

2. Legal Basis on which we process personal data

2.1 Personal data we hold about you will be processed either because:

2.1.1 the processing is necessary in order for us to comply with our obligations under a contract between you and us, specifically for the provision of our services; or

2.1.2 the processing is necessary in pursuit of a “legitimate interest”, a legitimate interest in this context means a valid interest we have or a third party has in processing your personal data which is not overridden by your interests in data privacy and security

2.1.3 for certain ‘special categories’ of sensitive personal data including data relating to health and ethnic background which we may process from time to time we will process this data on the basis of your consent.

3. Personal data we collect

3.1 We may collect and process the following personal data (information that can be uniquely identified with you) about you:

3.1.1 for individuals associated with our clients we may hold contact information such as names, email addresses, phone numbers, addresses, and job titles and/or specific roles within your organisation (“Client Contact Information”);

3.1.2 for individuals associated with our suppliers and other third parties we interact with we may hold contact information such as names, email addresses, phone numbers, addresses, and job titles and/or specific roles within your organisation (“Third Party Contact Information”);

3.1.3 for Candidates we may have personal information about you, your background, work history etc. This information may include name, address, telephone number, email address, CV, work history, educational qualifications (“Candidate Information”);

3.1.4 a record of any correspondence or communication between you and us (“Communication Information”);

3.1.5 marketing information we may hold about you in order to provide information about our services this may include names, email addresses, phone numbers, addresses, and job titles and/or specific roles within your organisation (“Marketing Information”).

3.2 We will collect information either from you directly or from a third party (for instance your employer or an introducer). If we do obtain your personal data from a third party your privacy rights under this notice are not affected and you are still able to exercise the rights contained within this notice.

3.3 Although you do not have to supply any personal information to us in practice we may be unable to provide our services to you without personal data (for instance we will need contact information in order to communicate with you). You may withdraw our authority to process your personal data (or request that we restrict our processing) at any time but there are circumstances in which we may need to continue to process personal data (please see below).

4. How we process your personal data 

4.1 Please see the table below, which sets out the manner in which we will process the different types of personal data we hold:

Purpose/Activity

Type of data

Lawful basis for processing including basis of legitimate interest

When we are setting up a retainer or engagement with a client or potential client with whom you are associated or entering into an agreement to provide services to our client.


Client Contact Information

Communication Information

Performance of a contract


Necessary for our legitimate interests (to establish necessary information about you in order to provide our services)


When we research, locate and record information relating to Candidates.


Candidate Information

Necessary for our legitimate interests (in order to deliver recruitment services to our clients in the interests of the clients and Candidates).


When we provide information relating to Candidates to our clients or potential clients.


Candidate Information

Necessary for our legitimate interests (in order to deliver our services to our clients in the interests of the clients and Candidates).


When we communicate with you as an individual affiliated with our client or potential client in order to provide our services to you.

Client Contact Information

Communication Information

 

Performance of a contract


Necessary for our legitimate interests (in order to deliver our services to our clients).


When we communicate with you as a Candidate or an individual associated with our Candidate in the context of a given role or type role.


Candidate Information

Communication Information

 

Performance of a contract


Necessary for our legitimate interests (in order to deliver our services to our clients in the interests of clients and Candidates).


When we store information relating to Candidates in order to put Candidates forward for potential roles in the future.


Candidate Information

Necessary for our legitimate interests (in order to deliver our services to our clients in the interests of the clients and  Candidates).


When we enter into an agreement with you or an organisation with which you are connected as a supplier.


Third Party Contact Information

Communication Information.

Performance of a contract with you


Necessary for our legitimate interests (in order to deliver our services).


When we communicate with you as an individual affiliated with our supplier or another third party we interact with.

Third Party Contact Information

Communication Information

 

Performance of a contract with you


Necessary for our legitimate interests (in order to deliver our services to our clients).


When we communicate with you as an individual affiliated with our client, potential client about our services (for instance if you request assistance).

Client Contact Information

Communication Information

 

Performance of a contract with you


Necessary for our legitimate interests (for running our business and to provide our clients with our services)


To manage our relationship with you as our client, supplier or third party.


 

Client Contact Information

Third Party Contact Information


Communication Information


 

Performance of a contract with you.


Necessary to comply with a legal obligation.


Necessary for our legitimate interests in ensuring that we maintain good relationships with our clients, suppliers and third parties.


To store your contact information for marketing purposes and sending marketing and other promotional communications to you.


Client Contact Information


Candidate Information


Marketing Information


 

Necessary for our legitimate interests in promoting our services to business customers or Clients, or consumers with consent or because the relevant individual has purchased similar services from us.


 

For each type of data listed above, definitions are included under clause 3.1.

5.1 Data Retention

Our current data retention policy is to delete or destroy (to the extent we are able to) the personal data we hold about you in accordance with the following:

Category of personal data

Length of retention

Records relevant for tax authorities

8 years from the end of the year to which the records relate

Candidate Data

The later of 7 years from placing a Candidate in a given role with our client, or in the case of contractors, 7 years from the end of the role with our client, or 7 years from the last date on which you have interacted with us.

Candidate Data where we have researched and located Candidate Data without direct interaction

1 year from date of data collection

Personal data processed in relation to a contract between you and us

7 years from either the end of the contract or the date you last used our services, being the length of time following a breach of contract in which you are entitled to make a legal claim.

Personal data held on marketing or business development records

3 years from the last date on which you have interacted with us.

 

5.2 For any category of personal data not specifically defined in this notice, and unless otherwise specified by applicable law, the required retention period for any personal data will be deemed to be 7 years from the date of receipt by us of that data.

5.3 The retention periods stated in this notice can be prolonged or shortened as may be required (for example, in the event that legal proceedings apply to the data or if there is an on-going investigation into the data).

5.4 We review the personal data (and the categories of personal data) we are holding on a regular basis to ensure the data we are holding is still relevant to our business and is accurate. If we discover that certain data we are holding is no longer necessary or accurate, we will take reasonable steps to correct or delete this data as may be required.

5.5 If you wish to request that data we hold about you is amended or deleted, please refer to clause 8 below, which explains your privacy rights.

6. Sharing your information

6.1 We do not disclose any information you provide to any third parties other than as follows:

6.1.1 We will disclose Candidate Data to our clients or potential clients and our clients will be the data controller for that Candidate Data;

6.1.2 We may disclose information to our group companies;

6.1.3 if we are under a duty to disclose or share your personal data in order to comply with any legal obligation (for example, if required to do so by a court order or for the purposes of prevention of fraud or other crime);

6.1.4 in order to enforce any terms and conditions or agreements for our services that may apply;

6.1.5 if we are sub-contracting services to a third party we may provide information to that third party in order to provide the relevant services;

6.1.6 we may transfer your personal information to a third party as part of a sale of some or all of our business and assets to any third party or as part of any business restructuring or reorganisation, but we will take steps with the aim of ensuring that your privacy rights continue to be protected;

6.1.7 to protect our rights, property and safety, or the rights, property and safety of our users or any other third parties. This includes exchanging information with other companies and organisations for the purposes of fraud protection and credit risk reduction.

6.2 Other than as set out above, we shall not disclose any of your personal information unless you give us permission to do so. If we do supply your personal information to a third party we will take steps to ensure that your privacy rights are protected and that third party complies with the terms of this notice.

7. Security

7.1 We will take all reasonable steps to ensure that appropriate technical and organisational measures are carried out in order to safeguard the information we collect from you and protect against unlawful access and accidental loss or damage. These measures may include (as necessary):

7.1.1 protecting our servers with software firewalls;

7.1.2 locating our data processing storage facilities in secure locations;

7.1.3 encrypting all data stored on our server with an industry standard encryption method that encrypts the data between your computer and our server so that in the event of your network being insecure no data is passed in a format that could easily be deciphered;

7.1.4 when necessary, disposing of or deleting your data so it is done so securely;

7.1.5 regularly backing up all data we hold.

7.2 We will ensure that our employees are aware of their privacy and data security obligations. We will take reasonable steps to ensure that the employees of third parties working on our behalf are aware of their privacy and data security obligations.

7.3 This notice and our procedures for handling personal data will be reviewed as necessary.

7.4 Unfortunately, the transmission of information via the internet is not completely secure. Although we will do our best to protect your personal data, we cannot guarantee the security of your data transmitted to the Site; any transmission is at your own risk. Once we have received your information, we will use the strict procedures and security features referred to in this clause to try to prevent unauthorised access.

8. Your privacy rights

8.1 The GDPR gives you the following rights in respect of personal data we hold about you:

The right to be informed

You have a right to know about our personal data protection and data processing activities, details of which are contained in this notice.

The right of access

You can make what is known as a Subject Access Request (“SAR”) to request information about the personal data we hold about you (free of charge, save for reasonable expenses for repeat requests). If you wish to make a SAR please contact us as described below.

The right to correction

Please inform us if information we hold about you is incomplete or inaccurate in any way and we will update our records as soon as possible, but in any event within one month.

We will take reasonable steps to communicate the change to any third parties to whom we have passed the same information.

The right to erasure (the ‘right to be forgotten’)

Please notify us if you no longer wish us to hold personal data about you (although in practice it is not possible to provide our services without holding your personal data and we may need to keep your data in some circumstances). Unless we have reasonable grounds to refuse the erasure, on receipt of such a request we will securely delete the personal data in question within one month. The data may continue to exist in certain backup, but we will take steps to ensure that it will not be accessible.

We will communicate the erasure to any third parties to whom we have passed the same information.

The right to restrict processing

You can request that we no longer process your personal data in certain ways, whilst not requiring us to delete the same data. However again, some of our Services will not be available if processing is restricted.

The right to data portability

You have right to receive copies of personal data we hold about you in a commonly used and easily storable format (please let us know a format which suits you). You may also request that we transfer your personal data directly to a third party (where technically possible).

The right to object

Unless we have overriding legitimate grounds for such processing, you may object to us using your personal data for direct marketing purposes (including profiling) or for research or statistical purposes. Please notify your objection to us and we will gladly cease such processing.

Rights with respect to automated decision-making and profiling

You have a right not to be subject to automated decision-making (including profiling) when those decisions have a legal (or similarly significant effect) on you. You are not entitled to this right when the automated processing is necessary for us to perform our obligations under a contract with you, it is permitted by law, or if you have given your explicit consent.

Right to withdraw consent

If we are relying on your consent as the basis on which we are processing your personal data, you have the right to withdraw your consent at any time. Even if you have not expressly given your consent to our processing, you also have the right to object (see above).

 

8.2 All SARs and other requests or notifications in respect of your above rights must be sent to us in writing to Harnham Search and Selection Limited 3rd Floor, Melbury House, 51 Wimbledon Hill Road, Wimbledon SW19 7QW, dataprotection@harnham.com

8.3 We will endeavour to comply with such requests as soon as possible but in any event we will comply within one month of receipt (unless a longer period of time to respond is reasonable by virtue of the complexity or number of your requests).

9. Data Breaches

9.1 If personal data we hold about you is subject to a breach or unauthorised disclosure or access, we will report this to the Information Commissioner’s Office (ICO) and/or our data protection manager.

9.2 If a breach is likely to result in a risk to your data rights and freedoms, we will notify you as soon as possible.

10. Transferring your information outside Europe

10.1 As part of the services provided to our clients offered to you the information you provide to us may be transferred to, processed and stored at, countries or international organisations outside of the EEA.

10.2 Our client may be based outside of the EEA and we may transfer personal data to our client outside of the EEA. For instance we may transfer Candidate Information to our client outside of the EEA where this is necessary to perform a contract between us and the client and this is in the interests of the Candidate.

10.3 Data may be processed by our group companies based outside of the EEA, but we will ensure that any data accessible by our group companies will be subject to a data transfer agreement or binding corporate rules to maintain your rights as a data subject.

10.4 If you contact us while you are outside the EEA, your information may be transferred outside the EEA in order to communicate with you.

10.5 If we transfer your information outside of the EEA other than in accordance with this clause and the third country or international organisation in question has not been deemed by the EU Commission to have adequate data protection laws, we will provide appropriate safeguards and we will be responsible for ensuring your privacy rights continue to be protected as outlined in this notice.

11. Notification of changes to the contents of this notice

We will post details of any changes to our policy on www.harnham.com to help ensure you are always aware of the information we collect, how we use it, and in what circumstances, if any, we share it with other parties.

12. Contact us

If at any time you would like to contact us with your views about our privacy practices, or with any enquiry or complaint relating to your personal information or how it is handled, you can do so via the following address: Harnham Search and Selection Limited, 3rd Floor, Melbury House, 51 Wimbledon Hill Road, Wimbledon SW19 7QW, dataprotection@harnham.com

If we are unable to resolve any issues you may have or you would like to make a further complaint, you can contact the Information Commissioner’s Office by visiting http://www.ico.org.uk/ for further assistance.


Harnham blog & news

With over 10 years experience working solely in the Data & Analytics sector our consultants are able to offer detailed insights into the industry.

Visit our Blogs & News portal or check out our recent posts below.

The Next Generation Of French Web Analysts

The Next Generation Of French Web Analysts

The role and purpose of Web Analysts has evolved over the last few years, and now there are a number of different types of candidate profile across the French marketplace. Whilst, traditionally, Web Analysts focused on Data pulled from websites before using their findings to make business recommendations on how to improve the site and streamline user experience.  However, as, digital channels, including apps, social media and mobile devices have multiplied, the amount of Data available to gather insights from has increased dramatically. Web Analytics has become Digital Analytics as a result of the need to quantify and better understand customer behaviour regardless of the channel or device used.  Across the world’s leading technology hubs, the role of the Digital Analyst is no longer to just relay insights from a company’s website, but to analyse different Data sources, work with complex technologies and tell stories with their findings. We’re now seeing the same evolution take place across the French market.  Today's Web Analysts  Throughout the era of digital measurement and optimisation tools, the use of AB tests and MVT tests has allowed Web Analysts to trial different online solutions for their enterprises. Nevertheless, until recently, these have remained centred on only one channel; the website. Over recent years, however, new categories of Analytics have now emerged, all of which need to be viewed as equally important:  In-store Analytics: The measurement of physical store Data, a real-world equivalent of web analytics. Mobile Analytics: The analysis of users’ traffic and behaviour on mobile sites and applications. Social Analytics: The analysis of Data from social networks such as Facebook, Instagram or Twitter.  As a result of this diversification, businesses are now not only looking for technical Web Analysts who can work with Google Analytics or Adobe Analytics and implement tags with GTM or DTM. There is now an appetite to go further and deeper with their analysis and Web Analysts who can use tools such as Big Query/ SQL, R or Python are high in-demand. A candidate with ‘Data Web’ vision, a strong knowledge of Data and KPIs in different business models, stands out amongst ever-increasing competition.  Furthermore, as Web Analysts use a lot of Data, particularly personal Data, a strong knowledge of GDPR and the legal implications of their work are also incredibly beneficial.  In other words, Web Analysts are becoming more versatile. No longer siloed to their own space, Web Analysts should have experience of collaborating with marketing and technical teams, as well as to top management and senior stakeholders.  Tomorrow's Web Analytics With this progression of Analytics tools and skillsets, Digital Analysts are now playing a more important role in businesses than ever before.  As they continue to present new ways of interpreting and visualising Data, their impact on the bottom line is being felt more significantly than ever.   As a result, Web Analysts are now open to significantly more professional opportunities. Specifically, if they have a strong technical skillset and a business mindset, they can move into a Digital Business Analyst or Data Scientist position. This means that the best candidates are in incredibly high-demand and businesses need to be sure of what skillset they need before beginning a recruitment process.  For example, a company recently going through a big change in tools migration, such as moving from Adobe to GA, would be in need of a strong technical Web Analyst who can implement those tools. A business that is further down the line with their capabilities, on the other hand, may be looking for a candidate with a real business vision, in additional to an analytical skillset, who can make informed business recommendations. Whilst the French market may be in transition, we’re already seeing these changes take place in other regions. In the UK, there is a large amount of conversation around ‘Digital Intelligence’, and Web Analysts are now beginning to be viewed as important as Data Scientists within many leading organisations, partially because these roles are overlapping more and more. In fact, the lack of appreciation for Web Analysts in France is a point of contention for many candidates, something that was discussed frequently at this year’s MeasureCamp Paris.  Businesses who are looking to hire, and retain, Web Analysts need to be aware of this mindset. Candidates often share their apprehensions around the lack of training offered within their companies, as well as concerns about investment in their area. As Web Analysts continue to upskill, enterprises need to make sure they continue to offer growth, opportunity and a good working environment, particularly if they are seeking domestic talent.  Whether you are looking to expend your Web Analytics function or take the next step in your career, we can help. Take a look at our latest opportunities or get in touch with one of our expect consultants to find out more. 

How AI Will Revolutionise CRM

How AI Will Revolutionise CRM

If we can be sure of anything in today’s business climate, it is that new trends will emerge and disrupt, new technologies will continue to be developed and attract hype, and companies will be left to navigate a landscape of opportunity and uncertainty. Customer Relationship Management is an upright concept or strategy to solidify relations with customers whilst at the same time reducing cost and enhancing productivity and profitability in business. CRM systems provide a well-defined platform for all business units to interact with their customers and fulfil all their needs and demands in order to build long-term relationships. Every business unit has an emphasis on developing long-term relationships with customers in order to nurture their stability in today’s blooming market. Customer’s expectations are now not only limited to get best products and services, they also need a face-to-face business in which they want to receive exactly what they demand and in a quick time. New Look CRM CRM is vital for the success of any organisation that seeks to continuously build relationships and manage countless interactions with customers. Now CRM systems bring together customer Data from a multitude of different sources, delivering it to all customer-facing employees to provide a complete picture of each customer across all department Today, there is a ton of available information across many devices and platforms. Companies need a way to integrate this “Big Data” into their intelligent CRM that can produce predictive results. The Value of AI Artificial Intelligence (AI) CRM systems built on Machine Learning algorithms now have the ability to learn from past experience or historical Data. Having these insights at the disposal of any customer-facing employee (sales, support, marketing, etc.) empowers a business to build deeper relationships with its customers. As a result, integrating AI and Machine Learning with CRM can deliver more predictive and personalised customer information in all areas of your business. By predicting customer behaviour, companies can take personalised actions to avoid the use of invasive advertising and to provide material of real interest to each prospect. There is no question personalising communications to customers has become critical. Today’s buyers demand more than a “spray-and-pray” email blast. A recent McKinsey study found that personalisation can lift sales by 10% or more. The analysis also showed that by personalising just 20% of email content, open rates increased more than 40& on average. Reply rates also increased a whopping 112%. As a CRM stores all the information in one centralised place, this makes it a lot easier to analyse your performance as a whole. This helps businesses build a relationship with their customers that, in turn, creates loyalty and customer retention. Since customer loyalty and revenue are both qualities that affect a company's revenue, a strong CRM have a direct result in increased profits for a business.  Those that use Big Data & Analytics effectively show productivity rates and profitability that are higher than competitors and those that put Data at the centre of their marketing efforts improve their ROI by 15-20%.  AI and CRM AI is becoming an ever-present theme across a variety of industries, from healthcare and retail to software development and finance. CRM vendors are no different; over the past year, numerous CRM vendors have introduced AI components into their product offerings. AI will develop in parallel with user interactions using various touch points within CRM and evolve continuously to deliver more intelligent and personalised actions. Learning critical patterns will also enable AI-infused CRM to automate certain actions, decrease the manual work required, and empower sales and marketing professionals to work more efficiently and effectively. The inefficient processes that hinder CRM will no longer be acceptable, and AI-powered automation will play a much bigger role in streamlining workflows. The rise of AI presents businesses with a wide array of unique benefits and opportunities. It can empower them to provide better, more relevant experiences to their customers and forge bonds with them in a way that was simply not possible before.  It’s estimated that 85% of businesses will start implementing AI solutions for their CRM by 2020. It seems inevitable that with further advancements, AI will move from a novelty tool to a must-have feature and dire necessity of every business. If you’re looking for to build a team of CRM experts, or to take the next step in your career, we can help. Take a look at our latest opportunities or get in touch with one of our expert consultants to find out more. 

Using Psychology To Enhance Your Web Analytics

Using Psychology To Enhance Your Web Analytics

Web Analytics have long been used to help companies understand their customers’ online behaviour, extracting and interrogating an abundance of information; from time spent on pages to bounce rates and conversion rates. Having provided a lot of insight as to what customer are doing online, these techniques have been less useful for understanding why they do it. This is where psychology comes in. As the why of Web Analytics becomes more and more important, with companies always looking ways to edge out the competition, there are more links to psychological principles than you might expect.  Of course, traditional Web Analytics and metrics remain very important. However, what psychology can do is help us speculate as to why customers may be behaving the way they do and, by doing so, allow businesses to make more informed changes to their websites, or conduct more conscious testing.  Without directly asking we will never know the real reason behind customer’s actions, but we can use a number of established psychological constructs to make well informed assumptions. We can then work this backwards and use these constructs to make changes to our sites that will fall in line with these assumptions in order to convert more customers.  Familiarity People tend to favour that which they are familiar with, whether it be items of clothing that match their preferred style or holidays like ones they have been on before. A customer visiting a page to find a series of unfamiliar products is more likely to leave without making a purchase. This is why personalisation is important; it gets rid of unnecessary information and leaves the user with products they are more likely to want.  By working backwards, businesses can personalise their sites to each individual customer. If you’ve ever bought an item of clothing from an online shop only to be shown a number of similar items the next time you log on, you’ll know what I’m talking about. The thinking is that, as these items are more familiar to you, you’ll be more likely to either purchase them, or remain on the site to purchase something else.  Social Proof  Research into social proof has shown psychologists that the more people who reinforce a certain concept, the more likely it is that other individuals will perceive it as correct. This heuristic is used widely by companies like Just Eat and Deliveroo who allow customers to leave comments about their restaurants and give them a star rating. It is much more likely that conversion rate will be higher on restaurants with better reviews as the rating allows the customer to make a quick judgments on its quality.  Scarcity This is a cognitive bias where humans put more value on things that are scarce over those that are in abundance. If one site is showing a product with no indication to the quantity left but another company is showing a similar product where there are only three left, the customer is more likely to convert on the second site. Where an item is nearly unavailable, this suggests a number of things; it is more valuable and it is desired by more people (social proof) etc. Companies like Amazon and Asos use this technique by showing visitors when an item is low in stock or even showing how few are left, giving them an edge on conversion over their competitors.   Web Analysts and CRO professionals should take note of user psychology and start to implement it in their day to day practice. In fact, some might be already without even knowing the fundamentals of the psychology behind these techniques. Applying the above techniques and testing these ideas could produce a boost in conversion that simple changes to user experience, like changing the position of the checkout basket, aren’t providing.  A number of businesses are now looking for Analysts who can explain why customers are behaving in a certain way and tell a story with the Data, rather than just explaining what was found. Finding someone with this deeper understanding of user psychology has therefore an integral part to many hiring processes. By looking into this area, candidates are likely to increase their chances of securing the role they want.  Whether you’re looking to expand your Web Analytics function or want to take the next step in your career, we can help. Take a look at our latest opportunities or get in touch with one of our expert consultants to find out more. 

L’Internalisation Des Achats Media En France

La data est aujourd’hui au cœur de toutes les stratégies digitales et media et les entreprises expriment de plus en plus la volonté de reprendre la main sur leurs investissements media et digitaux Analytics. Nous remarquons donc une tendance d’internalisation où les sociétés souhaitent intégrer les expertises des agences au sein de leurs équipes. Obstacle ou réelle opportunité pour les agences media et pour les candidats?  C’est déjà une réalité en Angleterre et aux Etats-Unis depuis plusieurs années où 80% des sociétés ont internalisé tout ou partie de leur conseil et leur achat d’espace publicitaire (autrement dit, une partie de leur marketing et de leur expertise sur le conseil et les médias).  A contrario, en France, nous sommes légèrement plus en retard. Air France a été précurseur de cette internalisation et cela leur a permis d’économiser 20% dans leurs achats d’espace. Néanmoins, il est impossible pour toutes les entreprises d’internaliser 100% de leurs activités publicitaires digitales, car un appui externe leur sera toujours nécessaire - les agences médias ont pour but de proposer les outils et technos à la pointe du marché et c’est un métier à part entière.  COMMENT FONCTIONNE L’INTERNALISATION?  L’internalisation ne pourra se faire que de manière progressive, car c’est un processus long et complexe (on parle même de plusieurs années lors de ce type de changement/restructuration qui impact directement les organisations en interne), qui mobilisera très certainement plusieurs business unit. Ce qui permet aux agences médias d’appréhender et de proposer en amont des solutions compatibles avec les besoins clients.  L’idée est d’accompagner et de former les équipes du client final pour les aider à internaliser un ou plusieurs leviers digitaux (composantes essentielles des stratégies digitale pour développer la présence de leurs clients sur la toile). Cela a débuté avec le SEA (Paid media) et ensuite tout le programmatique a suivi comme l’achat d’espaces publicitaires, le display et les réseaux sociaux. Cette équipe travaillerait directement en régie pour auditer les campagnes et accompagner sur du conseil et tout le long de la transformation digitale.   QUEL EST L’IMPACT SUR LES AGENCES ET SUR LES CANDIDATS? En France, les agences media baignent dans le digital depuis longtemps et leur expérience et expertise est extrêmement forte. Les sociétés auront toujours besoins de l’intervention de spécialistes. En effet, ce n’est pas le métier de la société mais celui de l’agence spécialisée que de se tenir en veille régulièrement et d’investir dans de nouvelles technos ( et les tester encore et encore). Autrement dit, ce métier demande autant de l’investissement en terme de temps que de montée en compétences régulière en très peu de temps.  Dans ce cadre, l’impact que les agences pourraient avoir sur la transformation digitale des sociétés avec lesquelles elles collaborent pourrait être très large et c’est la possibilité pour les agences média de peser d’avantage dans la stratégie digitale globale des annonceurs. Cette situation est donc d’avantage une opportunité à saisir par les agences plutôt qu’un obstacle à proprement parler. Côté candidats, de nouvelles opportunités d’évolution s’ouvrent. L’évolution de leurs expertises est impressionnante, que ce soit dans l’UX, la data ou l’Analytics, cela leur permet d’apporter de nouvelles solutions tant en interne en tant que consultant ou directement chez le client. Les postes qui en découlent seront principalement des postes de Media Trader, Traffic Manager Display, Expert SEA, Digital Data Analyst, Social Analytics, etc.  Dans cette logique de créer de la valeur et de se réinventer chaque jour, les agences offrent de plus en plus un accompagnement personnalisé ce qui leur permet de se différencier de la concurrence. Si vous êtes à la recherche de profils Analytics ou un candidat curieux d’en savoir plus sur les évolutions de carrière qui s’offrent à lui, vous pouvez me contacter par email.

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