Feedback from David.
Integrating analytics and data management tools, like Netvigie, is crucial to Interflora's digital operations. David Legat, Data Analytics Manager at Interflora, explains how he and his collaborator, Brieuc, use our tool to improve operational efficiency and ensure regulatory compliance in a dynamic and technologically advanced sector.
Interflora, a leader in floral delivery, is facing significant challenges in data management due to the rapid expansion and digitalization of its services. The need for effective data management is exacerbated by the company's expansion in Europe and the diversification of its services with sites like gifts.com. David and Brieuc are at the heart of managing these challenges, ensuring that the data collected through the various digital channels is reliable and usable.
How does David use Netvigie to meet data management requirements?
The approach put in place by David allows for the proactive detection of anomalies and improves data collection. It also allows it to manage the risks of regression associated with frequent production starts and the variations between sites, thus ensuring the quality and compliance of the data. This strategy includes continuous process improvements to adapt tools to their specific needs.
Beyond simply managing data, David is responsible for providing strategic insights that influence decisions at all levels of the business. Data is used to drive product development and impact spending, while ensuring that all data, whether from ERP or other analytics tools, is consistent and reliable.
With tools like Seenaptic, David and Brieuc are able to detect and resolve anomalies proactively, improving data quality and building trust in data. These efforts are not only limited to meeting technical and regulatory requirements, but also to supporting Interflora's continued growth by providing valuable insights that influence strategic decisions at all levels of the business.
Discover the complete interview with David Legat.
The exchange was conducted in June 2024, just a few months after the set-up and the takeover of Seenaptic by David and Brieuc.
Seenaptic: David, can you introduce yourself and explain to us your roles at Interflora?
David: Sure. My name is David Legat, I am 39 years old and I have been working for Interflora since 2008, which is 16 years now. First, I joined the acquisition team as an SEO specialist and over the years I expanded my responsibilities to include web analytics. Currently, I am responsible for Data Analytics. I manage our analytical tools, mainly Google Analytics and Piano Analytics, as well as our GTM tag manager and the integration of A/B testing tools like Seenaptic.
Seenaptic: As a manager, do you manage a team?
David: My team is quite small; it consists of one other person and myself. We are part of a larger data center managed by Vincent Faburel, the company's data manager. Recently, we centralized all data centers to better manage and integrate data from various sources, including ERP. We focus on collecting data, creating reports, and providing insights to support business operations.
Seenaptic: Can you briefly introduce Interflora to us?
David: Interflora is a flower delivery service that connects customers with local flower artisans for fast deliveries around the world. With digitalization, our activity on the web has become predominant. We also have specific workshops in Orléans for specific orders, although the core of our business remains the relationship with florists.
Seenaptic: What is the extent of Interflora's expansion?
David: Initially focused on France, we diversified our activities with Cadeau.com, which offers personalized gifts. We also acquired other Interflora entities in Europe, such as those in Spain, Portugal, Italy, Italy, Romania, Luxembourg, Denmark, and more recently in Sweden.
Seenaptic: What is the importance of digital technology at Interflora?
David: Digital technology is crucial for us. We have websites for each country where we operate, intranets for our florists, and digital catalogs. Our systems allow florists to inform us of the feasibility of an order, when the bouquets are delivered, as well as to participate in our commercial and communication campaigns.
Seenaptic: What is the role of data at Interflora?
David: Data is essential for managing flows in real time and for collecting, centralizing, and harmonizing information from different sources. We work on the continuous improvement of our systems to ensure that the data is reliable and usable to make strategic and operational decisions. We need to constantly look for ways to optimize our processes, given our small team and the increase in the number of sites we manage.
Seenaptic: What are the challenges related to data quality?
David: Data quality is a constant challenge, especially with standards like GDPR that complicate data collection. We need to ensure that all data, whether from ERP or other analytics tools, is consistent and reliable to support well-informed decisions. Everyone uses data, but it is easy to doubt data and abandon it when it is not of high quality. However, it is at the center of our interests. And a quality date is a source of truth.
Seenaptic: What was the trigger for the integration
of Seenaptic?David: The acquisitions of business units! As much as we controlled our processes France, which is our reference site since we have been working on it for years. But the arrival of others led us to think about our tools differently.
Each site is different and our first desire was to harmonize everything. We have redesigned the sites to centralize everything on the same tool in a context where our business rules are quite specific in our activity and are not necessarily exactly the same between each BU. As a result, we saw too many improvements-regressions, especially at the data level.
It was even more complicated for our developers because depending on the releases, bugs that could appear or malfunctions without us necessarily seeing them.
Since we are in a very seasonal market, we were able to create reports that were only released weeks later. It is then difficult to find the release, the date of the error, etc. A real headache and a real waste of time. So we looked for ways to help us.
The integration of Seenaptic has been crucial in improving our processes for detecting and fixing bugs, especially because of the increased complexity due to our recent expansions. This helped us better manage variations between sites and maintain quality during frequent updates.
Seenaptic: How does the integration of these tools take place?
David: The integration is going very well. We chose Seenaptic because you offer continuous support, which was decisive for us. It's a real peace of mind for us. The workshops were designed around our use cases. The handling was concrete and the results were visible from the start. Thanks to your support, we were able to quickly identify and resolve issues.
Seenaptic: What are the next steps?
David: We are moving forward step by step. With Valentine's Day, Grandmothers' Day, Mother's and Father's Day... In our business, it's difficult to get used to the first half of the year. There is a need to settle down. Today, we have implemented about 5% of what we want to put in place and the benefits are already being felt. By the end of the year, our aim is for everything to be locked, automated, and that upon receiving alerts, we only intervene on the interface when there are major changes in analytical tools, in our data layers, etc.
Seenaptic: What have our solutions changed in your daily life and in the daily life of your
collaborator?David: Seenaptic allowed us to facilitate and calm our exchanges with developers. In case of detection of a bug, the tool brings us the source of the error. The screenshots allow usTry to prove the malfunction that sometimes we cannot reproduce on our configurations. In addition, the tool also allows us to monitor our deep pages or specific scenarios. At Interflora, doing a release means testing dozens and dozens of courses, all products and categories... It is unthinkable to carry out these actions by hand. Without Seenaptic, it would be my full-time job.
Seenaptic: What advice would you give for implementing automation and controlling
data?David: My advice would be to go step by step. It is important to integrate new features gradually and not hesitate to adjust processes as you go. This not only improves efficiency but also strengthens collaboration with development teams.
