Eulerian Technologies, founded in 2002, has developed and perfected its solutions, making it one of the leading WebAnalytics companies in France today.
The era of reach and 1st-gen ROI (2002-2007)
The launch of Eulerian Technologies in 2002, by the creators of Profile4You (an online behavioural analysis solution), Guillaume Fougnies and Mathieu Jondet, was driven by a desire to “provide key data”, “enable performance improvements” and, in short, to “simplify the lives of marketing departments”.
This would define the spirit of the first WebAnalytics solutions developed by Eulerian Technologies: the creation of a solution for measuring ROI based on last touch.
At the time, the last touch that achieved conversion was considered the right one, and the web marketing challenge facing all companies was to process and review performance measurements (essentially from e-ads) on a flat, 2 axis basis, looking at 1 period, 1 channel and 1 event.
This solution would make an important first step toward measuring web marketing performance and toward advertiser satisfaction.
Era of dynamic data and multi-faceted ROI (2007-2012)
But this response would soon come up against limitations. In the face of the increasing number of points of contact available (display, referral, DM, SEO, SEM, partnerships, etc.), Eulerian Analytics emerged in response to the needs of e-commerce advertisers.
This innovation was simple but effective, pertaining to:
1) tracing users across all e-marketing channels prior to conversion (or abandonment)
2) real-time quantitative reporting on interactions
3) a dynamic view or a multi-view approach to this reporting (1 period, M channels, N events)
4) finally, control of the choice of performance indicators in the hands of the advertiser
Performance indicators are finally back in the advertiser’s control.
In the world of tomorrow (in other words, today), web marketing is becoming re-creative with new scripting capabilities and weighting opportunities. Market share is captured with skill and finesse, while net margins grow regularly and efficiently.
