Wizaly is one of the lucky ones cited by the CNIL as being able to be configured for the use of analytics in accordance with the GDPR. The French start-up announces a fundraising of 6 million euros.
JDN. You are a French start-up launched five years ago. Does the Cnil’s decision to make the use of Google Analytics illegal as it stands and to include you in its list of analytics solutions that can comply with the GDPR boost your business?
Stanislaus di Vittorio. Being quoted in such a context is an advantage insofar as people ask themselves questions about the tool they are going to use. But these decisions are not essential to our activity, which is not intended to replace Google Analytics. Our value proposition is much broader than that of an analytics tool, which means that we are not in direct competition with Google. The impact is therefore not direct.
Some players complain that replacing Google Analytics cuts them off from the advertising tools that allowed them to carry out analytics-powered activations. One of the direct consequences is to make search more expensive for traffic acquisition. What is your opinion ?
You can very well not use GA and live perfectly well by controlling your search precisely and at no extra cost. Google Analytics is judge and party. We try to give our clients the tools that allow them to judge and optimize their investments both on Google search and on many other media and levers.
How to continue to work with precision by having the link cut between analytics and advertising tools?
Based on the intelligence that statistical and cohort data can give you. Thanks to the various data accessed, it is possible to determine that for a particular Internet user profile with a given visit history, a particular channel or message is to be preferred.
You are a multi-channel attribution solution that integrates an analytics brick. What is your specificity?
We are a multi-channel attribution solution whose objective is to help companies understand the commercial impact of each of their interactions with their customers online and offline. We are not a pure digital player: we work with both online and offline to measure the impact of digital marketing efforts on offline and vice versa. We do this with a vision focused both on the products and on the audiences to understand how the interaction with the brand takes place and is impacted by the various solicitations. What is decisive for us is that our customers save money with the analyzes and statistics that we bring to them.
“”Among our customers, I can name you Conforama, Air France or Engie”
What is the profile of your customers?
Our clients can be any company for which digital represents an important commercial issue. I can quote you Conforama, Air France or Engie. For many of them the internet remains a central issue, while the bulk of their business is done offline. Today the points of contact and interaction between a brand and its prospects and customers are multiple and they take place both digitally and in real life. To have an exhaustive vision, it is necessary to be able to integrate them all.
How exactly do you access all this data?
We are integrated into the entire digital ecosystem – media, social networks, Google, display platforms, affiliation, our clients’ CRM tools -) and also on an ad hoc basis with our clients’ proprietary systems for, for example, reconciling online and offline purchase data.
Your business relies heavily on personal data. How can you do this while still being GDPR compliant?
We collect personal data without drawing individualized routes. We do not enable retargeting. We produce statistics with artificial intelligence algorithms while taking the precaution of hashing all this data and keeping it to a minimum. We have two ways to access it. Either on the basis of consent or on the basis of legitimate interest. In this second case, the data are less precise and less numerous, but they have the advantage of allowing us to draw lessons from it. For example, we can, on the basis of legitimate interest, know if a person who visited the site has converted without activating it or cross-checking their data with third-party offline purchase data.
Where are you in your development and how will this first lift serve you?
Today, Wizaly is a company of 25 people serving around fifty clients, 20% of whom are in the United States. One aspect that I really like to point out is that the Internet is first and foremost an American industry. So selling a French solution to Americans is proof of the quality of our technology. We have been profitable for six months. This fundraising will help us accelerate the technical development of the Wizaly platform and its international deployment. We plan to deploy in Germany and Great Britain next year.