Data Innovation @Axel Springer
Data Innovation @Axel Springer Dr. Jana Moser, Head of Data Innovation Berlin, 21st March 2016
Our Mission: The Leading Digital Publisher 62% of revenues and 70% of EBITDA earned with digital activities
*1946 in Hamburg
40 countries, 15k employees
Paid Model, Marketing Model, Classified Ads
EBITDA €559m / +10.2% yoy
Revenues €3,295m / +8.5% yoy
21/03/2016
DIS 2016 - Data Innovation @Axel Springer
Head of Critics Data Innovation Fighter
21/03/2016
DIS 2016 - Data Innovation @Axel Springer
Everybody is working on big data.
21/03/2016
DIS 2016 - Data Innovation @Axel Springer
Everybody is working on big data. What's the innovation?
21/03/2016
DIS 2016 - Data Innovation @Axel Springer
Our KPIs: Reach and Registrations in Germany
~51 mio. ~36 mio. ~32 mio.
Reach in Germany
21/03/2016
Registrations in Germany
DIS 2016 - Data Innovation @Axel Springer
The Innovative Backbone: Broad Media Portfolio
Classified Ads Models Paid Models Marketing Models
21/03/2016
DIS 2016 - Data Innovation @Axel Springer
The Innovative Backbone: Broad Media Portfolio
Classified Ads Models
21/03/2016
Paid Models
Marketing Models
DIS 2016 - Data Innovation @Axel Springer
The Innovative Backbone: Broad Media Portfolio
Classified Ads Models
21/03/2016
Paid Models
Marketing Models
DIS 2016 - Data Innovation @Axel Springer
The Innovative Backbone: Broad Media Portfolio
Classified Ads Models
Paid Models
Socio demographics
Socio demographics
Interest data
Interest data
Marketing Models
Interest data
Intent data
21/03/2016
DIS 2016 - Data Innovation @Axel Springer
Your portfolio companies are successful and strong.
Do they need you?
21/03/2016
DIS 2016 - Data Innovation @Axel Springer
The Convincing Approach: Buttom-Up and Collaboration
Classified Ads Models
21/03/2016
Paid Models
DIS 2016 - Data Innovation @Axel Springer
Marketing Models
The Convincing Facts: Dependency and Legal Requirements
OS providers control tracking IDs
Platform providers control their data sets
Profiling needs prior consent (generally)
Obtaining consent needs consumer relationship
3rd party dependency
§ 21/03/2016
Need for consent
DIS 2016 - Data Innovation @Axel Springer
The competition is fairly strong and dominated by US companies. How can you be successful? 21/03/2016
DIS 2016 - Data Innovation @Axel Springer
Our Strategy: 3 Keys for Digital Leadership Complementary data ecosystem
ID
Own unique user ID
Direct customer relationship
21/03/2016
Improve data quality and enable x-device-tracking
Create a service ecosystem with shared data
Be independent of 3rd party IDs
Enjoy a strong market position
Be independent of deleted cookies
Increase registrations and frequency
DIS 2016 - Data Innovation @Axel Springer
Data Ecosystem and Unique ID: From Single to Cross Platform Tracking User ID
Unique user ID Classified Ads Models
Paid Models
Socio demographics
Socio demographics
Interest data
Interest data
Marketing Models
Interest data
Intent data
21/03/2016
DIS 2016 - Data Innovation @Axel Springer
Data Ecosystem: Enhance Data with Complementary Partner Data User ID
Classified Ads Models
Travel
Jobs
News
Price comparison
Clothing
LBS
Real estate
Videos
Brochures
Food
TV
Portals
Travel
Shops
21/03/2016
Paid Models
Offline
Travel
Marketing Models
DIS 2016 - Data Innovation @Axel Springer
eCommerce
Data Ecosystem: Enhance Data with Complementary Partner Data Unique user ID Classified Ads Models
Travel
Jobs
News
Price comparison
Clothing
LBS
Real estate
Videos
Brochures
Food
TV
Portals
Travel
Shops
21/03/2016
Paid Models
Offline
Travel
Marketing Models
DIS 2016 - Data Innovation @Axel Springer
eCommerce
Data Ecosystem: Enhance Data with Complementary Partner Data Unique user ID Classified Ads Models
Paid Models
Socio demographics
Socio demographics
Socio demographics
Location data
Interest data
Interest data
Offline
Intent data
21/03/2016
Marketing Models
eCommerce
Socio demographics
Interest data
Interest data
Intent data
Intent data
DIS 2016 - Data Innovation @Axel Springer
Own Customer Realtionship: Increase # of Registrations and Frequency
21/03/2016
Registration
Registration
Classified Ads Models
Paid Models
Registration
DIS 2016 - Data Innovation @Axel Springer
Marketing Models
Own Customer Realtionship: Increase # of Registrations and Frequency Registration - One For All -
21/03/2016
Offline
Classified Ads Models
Paid Models
Marketing Models
Login
Login
Login
Login
DIS 2016 - Data Innovation @Axel Springer
eCommerce Login
Own Customer Realtionship: Increase # of Registrations and Frequency Registration - One For All -
21/03/2016
Offline
Classified Ads Models
Paid Models
Travel
Jobs
News
Price comparison
Clothing
Marketing Models
eCommerce
LBS
Real estate
Videos
Brochures
Food
Shops
Travel
TV
Portals
Travel
DIS 2016 - Data Innovation @Axel Springer
Strategy Overview Unique User ID = Registration
Classified Ads Models
Paid Models
Marketing Models
eCommerce
Travel
Jobs
News
Price comparison
Clothing
LBS
Real estate
Videos
Brochures
Food
TV
Portals
Travel
Offline
Travel
Shops
Socio demographics
Socio demographics
Socio demographics
Location data
Interest data
Interest data
Intent data
21/03/2016
Socio demographics Interest data
Interest data
Intent data
Intent data
DIS 2016 - Data Innovation @Axel Springer
A Successful and Innovative Data Strategy...
ID
§
Enjoy a strong market position independent from third party IDs by profiling users with consent and without the need for cookies! 21/03/2016
DIS 2016 - Data Innovation @Axel Springer
...Together with Complementary Business Partners
ID
§
+ 21/03/2016
DIS 2016 - Data Innovation @Axel Springer
?
Do you still have doubts? Let‘s discuss! Dr. Jana Moser [email protected]
21/03/2016
DIS 2016 - Data Innovation @Axel Springer
Our Mission: The Leading Digital Publisher 62% of revenues and 70% of EBITDA earned with digital activities
*1946 in Hamburg
40 countries, 15k employees
Paid Model, Marketing Model, Classified Ads
EBITDA €559m / +10.2% yoy
Revenues €3,295m / +8.5% yoy
21/03/2016
DIS 2016 - Data Innovation @Axel Springer
Head of Critics Data Innovation Fighter
21/03/2016
DIS 2016 - Data Innovation @Axel Springer
Everybody is working on big data.
21/03/2016
DIS 2016 - Data Innovation @Axel Springer
Everybody is working on big data. What's the innovation?
21/03/2016
DIS 2016 - Data Innovation @Axel Springer
Our KPIs: Reach and Registrations in Germany
~51 mio. ~36 mio. ~32 mio.
Reach in Germany
21/03/2016
Registrations in Germany
DIS 2016 - Data Innovation @Axel Springer
The Innovative Backbone: Broad Media Portfolio
Classified Ads Models Paid Models Marketing Models
21/03/2016
DIS 2016 - Data Innovation @Axel Springer
The Innovative Backbone: Broad Media Portfolio
Classified Ads Models
21/03/2016
Paid Models
Marketing Models
DIS 2016 - Data Innovation @Axel Springer
The Innovative Backbone: Broad Media Portfolio
Classified Ads Models
21/03/2016
Paid Models
Marketing Models
DIS 2016 - Data Innovation @Axel Springer
The Innovative Backbone: Broad Media Portfolio
Classified Ads Models
Paid Models
Socio demographics
Socio demographics
Interest data
Interest data
Marketing Models
Interest data
Intent data
21/03/2016
DIS 2016 - Data Innovation @Axel Springer
Your portfolio companies are successful and strong.
Do they need you?
21/03/2016
DIS 2016 - Data Innovation @Axel Springer
The Convincing Approach: Buttom-Up and Collaboration
Classified Ads Models
21/03/2016
Paid Models
DIS 2016 - Data Innovation @Axel Springer
Marketing Models
The Convincing Facts: Dependency and Legal Requirements
OS providers control tracking IDs
Platform providers control their data sets
Profiling needs prior consent (generally)
Obtaining consent needs consumer relationship
3rd party dependency
§ 21/03/2016
Need for consent
DIS 2016 - Data Innovation @Axel Springer
The competition is fairly strong and dominated by US companies. How can you be successful? 21/03/2016
DIS 2016 - Data Innovation @Axel Springer
Our Strategy: 3 Keys for Digital Leadership Complementary data ecosystem
ID
Own unique user ID
Direct customer relationship
21/03/2016
Improve data quality and enable x-device-tracking
Create a service ecosystem with shared data
Be independent of 3rd party IDs
Enjoy a strong market position
Be independent of deleted cookies
Increase registrations and frequency
DIS 2016 - Data Innovation @Axel Springer
Data Ecosystem and Unique ID: From Single to Cross Platform Tracking User ID
Unique user ID Classified Ads Models
Paid Models
Socio demographics
Socio demographics
Interest data
Interest data
Marketing Models
Interest data
Intent data
21/03/2016
DIS 2016 - Data Innovation @Axel Springer
Data Ecosystem: Enhance Data with Complementary Partner Data User ID
Classified Ads Models
Travel
Jobs
News
Price comparison
Clothing
LBS
Real estate
Videos
Brochures
Food
TV
Portals
Travel
Shops
21/03/2016
Paid Models
Offline
Travel
Marketing Models
DIS 2016 - Data Innovation @Axel Springer
eCommerce
Data Ecosystem: Enhance Data with Complementary Partner Data Unique user ID Classified Ads Models
Travel
Jobs
News
Price comparison
Clothing
LBS
Real estate
Videos
Brochures
Food
TV
Portals
Travel
Shops
21/03/2016
Paid Models
Offline
Travel
Marketing Models
DIS 2016 - Data Innovation @Axel Springer
eCommerce
Data Ecosystem: Enhance Data with Complementary Partner Data Unique user ID Classified Ads Models
Paid Models
Socio demographics
Socio demographics
Socio demographics
Location data
Interest data
Interest data
Offline
Intent data
21/03/2016
Marketing Models
eCommerce
Socio demographics
Interest data
Interest data
Intent data
Intent data
DIS 2016 - Data Innovation @Axel Springer
Own Customer Realtionship: Increase # of Registrations and Frequency
21/03/2016
Registration
Registration
Classified Ads Models
Paid Models
Registration
DIS 2016 - Data Innovation @Axel Springer
Marketing Models
Own Customer Realtionship: Increase # of Registrations and Frequency Registration - One For All -
21/03/2016
Offline
Classified Ads Models
Paid Models
Marketing Models
Login
Login
Login
Login
DIS 2016 - Data Innovation @Axel Springer
eCommerce Login
Own Customer Realtionship: Increase # of Registrations and Frequency Registration - One For All -
21/03/2016
Offline
Classified Ads Models
Paid Models
Travel
Jobs
News
Price comparison
Clothing
Marketing Models
eCommerce
LBS
Real estate
Videos
Brochures
Food
Shops
Travel
TV
Portals
Travel
DIS 2016 - Data Innovation @Axel Springer
Strategy Overview Unique User ID = Registration
Classified Ads Models
Paid Models
Marketing Models
eCommerce
Travel
Jobs
News
Price comparison
Clothing
LBS
Real estate
Videos
Brochures
Food
TV
Portals
Travel
Offline
Travel
Shops
Socio demographics
Socio demographics
Socio demographics
Location data
Interest data
Interest data
Intent data
21/03/2016
Socio demographics Interest data
Interest data
Intent data
Intent data
DIS 2016 - Data Innovation @Axel Springer
A Successful and Innovative Data Strategy...
ID
§
Enjoy a strong market position independent from third party IDs by profiling users with consent and without the need for cookies! 21/03/2016
DIS 2016 - Data Innovation @Axel Springer
...Together with Complementary Business Partners
ID
§
+ 21/03/2016
DIS 2016 - Data Innovation @Axel Springer
?
Do you still have doubts? Let‘s discuss! Dr. Jana Moser [email protected]
21/03/2016
DIS 2016 - Data Innovation @Axel Springer
