Data Innovation at Axel Springer

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Swetlana MeierSenior Data Business Manager, Axel Springer

Data Innovation at Axel Springer


Company Structure of Axel SpringerPaid Models Marketing ModelsClassified Ad Models

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For all segments: main activities only.


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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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


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


The Tealium Ecosystem on Company Level


The Tealium Ecosystem on Group Level


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


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


Michael WolterHead of Data [email protected]

Swetlana MeierSenior Data Business Manager [email protected]


Thank you!
