When browsing the Europages site, anonymous visitors leave traces of what motivates their searches for products, suppliers, partners, etc. Implicitly provided by visitors throughout the world, this data is collected by Europages’ analytical systems, processed and then returned to these same visitors as knowledge.
800 million business cards consulted
Each month, Europages is visited by more than 2 million professionals living in more than 100 countries, 75% of which lie within Europe. Driven by the development of their international activity, these visitors are searching for products, suppliers or potential partners in the Europages database, which lists more than 2.5 million member businesses.
Last year, 50 million searches were performed on the Europages site, leading to the consultation of some 800 million member business cards.
These searches are representative of managers’ sourcing or business development concerns.
Leading edge analytical solutions
In collaboration with its technological solution providers, Europages has developed a robust business intelligence system. The ComScore Digital Analytix web analytics solution is used to collect visitors’ browsing data. The Talend tool is used to extract and structure this data. The IBM SPSS Modeler and IBM Cognos solutions are subsequently used to analyse, model and render this data.
Europages’ analytics system thus anonymously identifies three key variables that characterise these search motives:
- The visitor’s country of origin. It is determined by the IP address of the visitor’s terminal.
- The industry sector searched. The keywords and search expressions entered by the anonymous visitor match Europages’ classification system, and are classified and structured accordingly.
- The country(ies) targeted by the surfer. Visitors refine their searches in the Europages engine’s results pages and select the country or countries in which they seek to canvass or find a supplier.
From data to knowledge
The data thus collected – statistically representative of the search motivations and preferences of international trade professionals – is processed, then returned to visitors in the form of contextualised interactive maps.
Europages thus utilises its Big Data to provide visitors with decision-making tools and so help them develop their international business. In so doing, Europages underscores its desire to engage in ethical digital marketing, which consists in returning visitor data – as knowledge – to the very same visitors who implicitly provide it.
Example of data restitution in the Mechanical Engineering sector