Emerce eDay - Unlocking data potential - Sebastiaan Hartog, Wouter Hulst - Sanoma|SBS and Zalando
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Transcript of Emerce eDay - Unlocking data potential - Sebastiaan Hartog, Wouter Hulst - Sanoma|SBS and Zalando
![Page 1: Emerce eDay - Unlocking data potential - Sebastiaan Hartog, Wouter Hulst - Sanoma|SBS and Zalando](https://reader035.fdocuments.in/reader035/viewer/2022070603/58707d271a28ab57368b58c5/html5/thumbnails/1.jpg)
The next step in data
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03-05-2023
Emerce eDay 2
Invest to get logged in users
Transparency is key
Data is our new game changer
Don’t be scared: Share!
Use data to boost creativity
Exec summary
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Automotive News, sport & entertainment Women Kids & Teens Home deco En meer...
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03-05-2023
Emerce eDay 4
Een omnichannel portfolio wordt crossmedia met de juiste data en validatie
+ =Omnichannel Data/validatie Crossme
dia
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03-05-2023
5Emerce eDay
Hoe kijkt Sanoma | SBS naar data?
De waarde van data wordt gedreven door 4
V’s
Data zorgt voor een verschuiving van
reactief naar proactief handelen
Data op het gebied van gedrag- en
koopintentie is het meest waardevol
value
velocity
volume
veracityvariety
Com
plex
ity
Business value
Reporting: What happened?
Analysis: Why did it happen?
Monitoring: What’s happening now?
Prediction: What might happen?
Prescription: How can we make it happen?
Doeleinden
Com
plex
ity
Business value
Unidentified
Identified
DemographicsInterest
Type data
Intent
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03-05-2023
Emerce eDay 6
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03-05-2023
Emerce eDay 7
Identified user benefits
B2B B2CUnidentifi
ed
Identified
Monetization
Customer Intimacy
Engagement
Cross and Upsell
Improved profilingCross-device targeting
Lower cost per sale Loyalty and churn
improvements Deliver sequential
creative messages Improve and increase traffic (Personalized)E-
commerce opportunities
Customer self-care
Personalize settingsand notifications
Manage my subscriptions
Easy payment across platforms
3rd party benefits
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03-05-2023Emerce eDay 8
Van programmatic advertising naar programmatic marketing
Full range of creativity/ premium
advertising products
(enhanced with data)
Main execution layer of all impression
based products
Acceptance of automatic trading as effective
marketing channel
Channel for remnant inventory
1
2
3
4
Trading
Programmatic marketing
High effectivity
Easy buying
Now 5e pillar, what is next?
Toeko
mst in
data
en content
?
5 ???
2007
Crea
tivity
Future of content and
data
2017
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03-05-2023
Emerce eDay 9
De positie op het gebied van data versterken door samen te werken
MediaAgencies
CreativeAgenciesAdvertiser
s
MediaCompanie
s
TechnologyProviders
Situatie voorheen: gesloten omgeving Media
Agencies
CreativeAgenciesAdvertiser
s
MediaCompanies
TechnologyProviders
Data delen om samen te winnen
Beweging richting: selectie distributie / sharing Data streams
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We voegen kwalitatieve 2nd party data bronnen toe, zoals Zalando fashion data
&
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03-05-2023
Emerce eDay 11
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03-05-2023
Emerce eDay 12
SANOMA MEDIA and
DATAZALANDO
AUDIENCESMAXIMUM
IMPACT
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03-05-2023
Emerce eDay 13
ZALANDO IS EUROPE’S BIGGEST FASHION RETAILER
19mACTIVE
CUSTOMERS
15EUROPEAN MARKETS
>
11.000EMPLOYEES
1.500BRANDS
3NET
REVENUE2015
> ~160mMONTHLY
VISITS
~ bn
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03-05-2023
Emerce eDay 14
WE ARE MOVING TOWARDS A MULTIPRODUCT FASHION TECH COMPANY TO “CONNECT PEOPLE WITH FASHION”
FROM RETAIL BACKED BY TECH TO A MULTIPRODUCT FASHION TECH COMPANY
C U S T O M E R S
B R A N D S
INTE
RM
EDIA
TES
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03-05-2023
Emerce eDay 15
ZALANDO MEDIA SOLUTIONS AS INTEGRAL PART OF OUR COMPANY STRATEGY
CUSTOMERS ZALANDO
BRANDS/ADVERTISERS
BENEF IT FROM RELEVANTINFORMAT ION ABOUT
FAVOR ITE BRANDS
• MONET IZE ADDIT IONAL 97% OF TRAFF IC• OFFER CRUCIAL ENABLERS FOR BRANDS /
ADVERT ISERS T O WIN IN T HE D IG ITAL SPACE
BU ILD BRAND AWARENESS AND ADVERT ISEPRODUCTS AMONG RELEVANT AUDIENCES AND CONTEXT
PUBLISHERS/AGENCIES• RUN MORE EFFECT IVE AND
TARGETEDCAMPAIGNS FOR ADVERT IS ING CL IENT S
C U S T O M E R S
B R A N D S
INTE
RM
EDIA
TES
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03-05-2023
Emerce eDay 16
WE ARE ENTERING A NEW AGE OF MARKETING
WATCH
TOUCH
READ2010 20152005
YOUTUBE MOBILEGOOGLE
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03-05-2023
17Emerce eDay
WE NEED TO RESPECT THE NEW CONTEXT
AS A DIGITAL FASHION PLATFORM
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03-05-2023
Emerce eDay 18
What are the differences to what we are used to?
LINEAR FICTIONAL ARTIFICIAL DICTATING
INSTANTREALHUMANEMPOWERING
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THE NEW CURRENCYSTORIES THAT HIT
A NERVE
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03-05-2023
Emerce eDay 20
MAXIMUMIMPACT
CONTENTTHE RIGHT
STORIES
TARGETINGTHE RIGHT
PEOPLE
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03-05-2023
Emerce eDay 21
BECAUSE WE NEED CUSTOMIZED STORIES FOR DIFFERENT AUDIENCES
CUSTOMIZED STORIES FOR
DIFFERENT SEGMENTS
NEW DIGITAL STORYTVONE STORY FOR
ONE BROAD
AUDIENCE
PERSONALIZED PRODUCT
FOR EVERY CONSUMER
RETARGETING
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03-05-2023
Emerce eDay 22
WE GENERATE DEEP CONSUMER INSIGHTS
DATA COLLECTION DATA SCIENCE CONSUMER INSIGHTS
0 0 0 1 0 1160mVISITS
per month
• Fashion & lifestyle interests• Buying intent• Social demographics
1 0 0 1 0 00 1 0 0 0 10 0 0 1 0 11 1 0 0 0 0
0 0 0 1 0 0 11 0 0 1 0 0 00 1 0 0 1 0 10 0 0 1 0 0 11 1 0 0 0 0 1 0 0 1 0 1 1
0 0 1 1 0 1
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03-05-2023
Emerce eDay 23
BASED ON USER BEHAVIOR WE BUILD HIGH QUALITY LARGE SCALE AUDIENCES
G E N E R A L FA S H I O N L I F E S T Y L E
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03-05-2023
24Emerce eDay
Zo bereiken we de doelgroep gedurende de consumer journey
AWARENESS CONSIDERATION PURCHASE SERVICE LOYALTY1 2 3 4 5
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03-05-2023
Emerce eDay 25
LETS GO
To drive a more engaging advertising product to consumer
To drive a better qualitative media planning approach
Safe, privacy aware, transparent and at scale
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Meet us at our booth