Jice Lavocat

Let me start with an unusual introduction. This blog post is not for the casual reader. My current goal is not to teach about something I’ve learnt in several years of practice. Instead, during the recent weeks, I became more and more curious about a trend that I have only found in the “arts” (books, movies, games).

This post is part of a research series I am planning to write about the work of a “Publisher”. Since I mostly evolve in the digital world, I will be more specifically interested into game publishers. Who are they? What do they do? Why do people sign with them? What kind of deals exist?

Un rapide panorama des outils de marketing automation les plus utilisés en France. Chaque outil est présenté avec une fiche descriptive des ses atouts et inconvénients majeurs ainsi que la cible d’utilisateurs la plus adaptée à son usage. (Si vous souhaitez de l’aide pour la mise en place d’un outil de ce type, n’hésitez pas à me contacter)

Construire une équipe pour gérer la partie “web marketing” de votre activité ne s’improvise pas. Dans un rapide article je fais l’exercice de décrire une équipe webmarketing minimaliste en listant les différents profils nécessaire au bon fonctionnement de votre génération de prospects.'

Calculer la LTV d’une app est devenu l’une des premières étapes à effectuer quand on aborde les problématiques de croissance (Growth). Si la littérature à ce sujet abonde pour les app SaaS B2B, c’est moins souvent le cas pour les app B2C qui cumulent plusieurs petits détails qui compliquent ce calcul.

Nous allons ici tenter de calculer le revenu pour un utilisateur d’une application B2C gratuite, durant sa durée de vie (LTV). Nous prendrons l’exemple d’un jeu mobile en ligne, dans lequel deux sources de revenu coexistent : les achats in-app ainsi que la publicité display.

Have you ever wanted Google Analytics to play a sound when a new visitor hits your site? Look no further, I have a small script for you.

While I was debugging a project’s Google Analytics settings recently, I wondered if I could have a warning about when a new visitor visited the website while I was doing something else. I came up with a bookmarklet that gives superpowers to your GA setup.

You have a blog, you have traffic, but do you know where do your visitors go when they click links on your site and leave? Probably not. Here is a quick tutorial to show you how you can track that in Google Analytics and see where you are sending more traffic.

Hubspot is getting more and more adopted in the world these days. This really nice marketing machine is now used by companies who are interacting with non tech-friendly customers. And when your customers are not tech-savvy you often want to replace email conversations for something more traditional like phone calls or text messages. Here I’m going to give you a short tutorial to show you how you can use SMS into a Hubspot workflow to get a better engagement.

If you are using Facebook Ads, chances are that you are simply using the conversion pixel and standard events to optimize your bids. But in complexe scenarios, you cannot use live events, and you need to switch to Offline events instead.

What we’re going to see here, is how to send a purchase events to Facebook, when this purchase has been created/validated manually by the admin via a back office.

Here is a quick Google Tag Manager tip. I recently had to help a friend to set up online sales tracking on Google Analytics. My friend was using the online learning platform Teachable.

Whenever someone purchased a lesson, s/he was redirected to an URL similar to the following:

La vague d’intérêt pour Amazon Alexa arrive seulement en Europe depuis 2017 alors qu’elle a débuté en 2016 aux États-Unis. Dans cet article en Français, j’ai voulu vous donner quelques pistes pour commencer à coder et développer sur cette plateforme vocale. Ceci est donc la première partie d’une série sur comment coder une application voice.

L’avènement du Voice est à prévoir pour d’ici quelques mois/années et se base principalement sur des avancées en Traitement Automatique des Langues (TAL, ou Natural Language Processing - NLP en Anglais) et sur la démocratisation du cloud computing.

We finally made it: we found our podcast’s name. Instead of a basic “Track our Startup” we will call our series “The Appetizer — A fresh taste of startups”. Here is the first episode:

Let me tell you that writing content that will showcase your brand in a foreign language is not easy… and when you need to talk it’s even worse. If you add the fact that I am French (and you probably know how bad French are in foreign languages…) then you might understand why it took me so long to release a public video for Elokenz. However, I have wanted to share small bits of stories about how we are building Elokenz for a long time. It all started with the newsletter sent by John Hingley (founder and ex-CEO of Dasheroo). He was committed to summarize every week in a newsletter called ‘Track our Startup’ (and a few days later he publishes the newsletter content on Linkedin Pulse). Long story short, I felt it was great to share an insider view of how the startup was growing and decided to do the same.

I love lead magnets and content upgrades. The idea that a reader could download a special content (a spreadsheet, an ebook, a pdf version of a post, …) in exchange of her email is really appealing. No need to beg with a pop up or with an interstitial.

In this post, I’ll share with you the (simple) framework I am using on WordPress to gate content (ask for an email in exchange of a special content). What’s unique with this framework is that all tools/plugins are free! That’s surprising, but it’s very difficult to find a free solution to do that on WordPress. Usually you will either need a Premium plugin or a paid subscription to an email service.

After working with my co-founder, Fanny Arles, for one year, we decided that it was a good time for us to “discover” our company culture as we will soon be expanding our team and want to pave the road for the future and hire like-minded candidates. Many times companies fail not because of the product, but because of employees or the core team’s misalignment of core values. Until recently, I had only heard and read about the concept of company culture. I never had to express it with words and jot it down on paper.

When you create content, one of the most trivial task is to share it on social networks. I bet that this is one of the first thing you do after you hit publish. However, as social networks became mainstream, the attention span has plummeted there. To make things worst, if you’re posting on Twitter, your tweet has a very short lifetime ; if you’re posting on Facebook or LinkedIn, the filtering algorithm would only deliver your post to less than 10% of your audience.