Post on 13-Jan-2017
© 2016 Tealium Inc. All rights reserved.
© 2016 Tealium Inc. All rights reserved.
Swetlana MeierSenior Data Business Manager, Axel Springer
Data Innovation at Axel Springer
© 2016 Tealium Inc. All rights reserved.
Company Structure of Axel SpringerPaid Models Marketing ModelsClassified Ad Models
&
For all segments: main activities only.
© 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"
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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
© 2016 Tealium Inc. All rights reserved.
Our 3 Workstreams to Conquer the Market
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TMS & DMP
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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
© 2016 Tealium Inc. All rights reserved.
The Tealium Ecosystem on Company Level
© 2016 Tealium Inc. All rights reserved.
The Tealium Ecosystem on Group Level
© 2016 Tealium Inc. All rights reserved.
High Personalisation for First Time VisitorsGlobal 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 visitCultivate potential
customers
Engage user with the right content
unit profile
global profile
Convert them to a customer
© 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
© 2016 Tealium Inc. All rights reserved.
Michael WolterHead of Data Technologymichael.wolter@axelspringer.de
Swetlana MeierSenior Data Business Manager swetlana.meier@axelspringer.de
© 2016 Tealium Inc. All rights reserved.
Thank you!
© 2016 Tealium Inc. All rights reserved.