Guillaume F.

Ugap.fr is an e-commerce site offering UGAP's entire range for online ordering or quote requests.

Within the Digital Department, reporting to the webmarketing department head, I am in charge of the web analytics team. My responsibilities are as follows:

Lead projects for the implementation and evolution of web analytics/TMS tools and the integration of web data into the BI decision-making tool (project design, tool benchmarking, definition of analysis areas, configuration, testing, user training).

Report on e-commerce site activity (ensure the quality and reliability of collected web data, build and automate dashboards, define KPIs).

Conduct marketing studies to continuously improve and provide recommendations for optimizing webmarketing actions and conversion rates or user experience (UX/UI), including providing results from A/B and MVT tests.

GDPR and cybersecurity referent within the digital team: implement the consent banner and ensure tracking compliance accordingly, disseminate best practices.

Reporting to the product director of the Car&Boat Media group, I am responsible for tracking, monitoring, and analyzing web statistics across all platforms (web, mobile, application) for the classifieds sites (LaCentrale.fr, AnnoncesBateaux.com, Promoneuve.fr). I work with Product Owners upstream and downstream of projects to define areas for improvement and monitor the results of functional evolutions.

My missions are summarized as follows:

- Lead site tagging by recommending and defining tagging plans and verifying their implementation.

- Monitor key audience and performance indicators.

- Analyze usage through segmentation and traffic for trends.

- Communicate all audience, analysis, study, or monitoring results to the relevant teams.

Within the consulting team, I am responsible for advising and supporting AT Internet clients and partners in implementing and utilizing a Webanalytics solution:

- Gather and analyze marketing needs.

- Recommend tagging plans.

- Monitor project progress and report to the various stakeholders.

- Liaise with AT Internet's internal technical teams for specific projects.

- Train users on how to use the tool. I work closely with the marketing/e-commerce directors of our clients (all sectors: e-commerce, media, e-travel, institutional, etc.), as well as with their technical teams and service providers. I also respond to additional needs or option requests for existing clients. This role has a strong relational component with constant client contact, requiring proactive proposals to advance joint projects.