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Data Innovation at Axel Springer
1.
© 2016 Tealium
Inc. All rights reserved.
2.
© 2016 Tealium
Inc. All rights reserved. Swetlana Meier Senior Data Business Manager, Axel Springer Data Innovation at Axel Springer
3.
© 2016 Tealium
Inc. All rights reserved. Company Structure of Axel Springer Paid Models Marketing ModelsClassified Ad Models & For all segments: main activities only.
4.
© 2016 Tealium
Inc. All rights reserved. Project Background Discrepancy between reach & registrations Unknown customers Diversity of registrations & separation of user bases Unknown group user Many 3rd party tracking and analytics tools "Data leakage" 1 2 3
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© 2016 Tealium
Inc. All rights reserved. Digital Leaders’ 3 Keys to Success Data driven & user friendly UX Key no. 1: Identifiable & logged-in customers Key no. 2: Daily & frequently used ecosystem Key no. 3: Make money from each audience Get a considerable competitive advantage Be independent of deleted cookies Enjoy a strong market position Create a service ecosystem with shared data Strengthen the group and increase traffic ID
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© 2016 Tealium
Inc. All rights reserved. Our 3 Workstreams to Conquer the Market 1 2 3 TMS & DMP1 Corporate BI3 SSO by myPass2 Business benefits: tailored marketing and products; targeted advertisement Project goals: minimise data leakage; remain in „data driver seat“ Privacy approach: pseudonymous tracking via trustee and with opt out; transparent information Business benefits: increase registration rate; no need for double opt-in Project goals: increase registrations up to 30 mio; independency of 3rd parties; preparation for EU regulation Privacy approach: authentication without full data disclosure; transparency Business needs: comprehensive analytics, combining big data with key business information Project goals: enable „customer first thinking“, use own analytics and expertise Privacy approach: anonymous to personal data
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© 2016 Tealium
Inc. All rights reserved. The Tealium Ecosystem on Company Level
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© 2016 Tealium
Inc. All rights reserved. The Tealium Ecosystem on Group Level
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© 2016 Tealium
Inc. All rights reserved. High Personalisation for First Time Visitors Global user insights allow marketers to turn more first time visitors into qualified leads and engaged customers. Reduce bounce rate Increase page impression Increase time per visit Cultivate potential customers Engage user with the right content unit profile global profile Convert them to a customer
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© 2016 Tealium
Inc. All rights reserved. How Tealium supports our Group Tealium helps us to reach project goals Business drivers behind Tealium each unit has specific goals, audiences, products and metrics. Start with the question “what data do I need to optimize my business?” 3 steps approach for TAS use cases identification: identify the user, segment the user, interact with the user use case prioritization is essential “business value, technical feasibility” Data sharing needs information sharing and strong collaboration
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© 2016 Tealium
Inc. All rights reserved. Michael Wolter Head of Data Technology michael.wolter@axelspringer.de Swetlana Meier Senior Data Business Manager swetlana.meier@axelspringer.de
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© 2016 Tealium
Inc. All rights reserved. Thank you!
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© 2016 Tealium
Inc. All rights reserved.
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