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Marie Lykke
Head of Data Analytics & CRM
Bonnier Publications
Disclaimer: Google marketing suite - fan
Creating a market-
...
Bonnier Publications
Topics
1. Why we were in need of a new data setup
2. How we did it [Use case driven]
3. What we can now [new possibilities...
[Only] 13% of organizations
say they’re making the most
of their available customer
data
Forbes Insights, 2018
PRODUCT MARCOM MARTECH SKILLS
Internal diagnosis on main areas 2018
Situation before new data strategy:
A big struggle with internal data silos
Content
marketing
CRM
systems
Ad
campaigns
Bil...
Content
marketing
CRM
systems
Ad
campaigns
Billing &
purchases
Distribution
Point
of sale
Customer
service
Web & app
analy...
Initial analysis on web data …
Building blocks already
used in Bonnier 2018.
Our solution: Google 360 suite for Marketing
1:1
Customer
Data
Increase
Conversions
Data-driven
Inventory
Mgmt.
Increase
Digital
Acquisition
Decrease
CPO
Increase
cust...
Google Analytics 360
5 key take aways
1. New Structure
2. Tracking validated
3. Governance defined
4. Better use of Google Tag Manager
5. Out o...
Google Big Query
APPs data
CRM and dialog data
Data from CRM system:
mails: sent , open, click
stat.
Web data
Webbehaviour from
+100 sites ...
Machine learning model
Old state Current state
Use Case 3 : Data driven inventory management
HIGH
LIKELIHOOD TO CONVERT
MEDIUM
LOW
NO
Google Data studio
Results
CONVERSION RATE RECOGNITION INTAKE VIA GOOGLE
18% 19 % 20%
01
02
03
Focus
Short term
People
Next
PRODUCT MARCOM MARTECH SKILLS
Internal diagnosis on main areas 2019
Thanks!
Marie Lykke
Head of Data Analytics and CRM
Bonnier Publications
marie.lykke@bonnier.dk
www.linkedin.com/in/mariely...
Creating a market-leading data setup in 6 months by Marie Lykke
Creating a market-leading data setup in 6 months by Marie Lykke
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Creating a market-leading data setup in 6 months by Marie Lykke

Slides of Marie Lykkes presentation at the Digital Impact Forum event held by IIH Nordic on November 7, 2019.

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Creating a market-leading data setup in 6 months by Marie Lykke

  1. 1. Marie Lykke Head of Data Analytics & CRM Bonnier Publications Disclaimer: Google marketing suite - fan Creating a market- leading data setup in 6 months
  2. 2. Bonnier Publications
  3. 3. Topics 1. Why we were in need of a new data setup 2. How we did it [Use case driven] 3. What we can now [new possibilities] 4. What we have learned [and earned] 5. When are we done ? [Next up]
  4. 4. [Only] 13% of organizations say they’re making the most of their available customer data Forbes Insights, 2018
  5. 5. PRODUCT MARCOM MARTECH SKILLS Internal diagnosis on main areas 2018
  6. 6. Situation before new data strategy: A big struggle with internal data silos Content marketing CRM systems Ad campaigns Billing & purchases Distribution Point of sale Customer service Web & app analytics Loyalty programs Inventory management Social media Email management
  7. 7. Content marketing CRM systems Ad campaigns Billing & purchases Distribution Point of sale Customer service Web & app analytics Loyalty programs Inventory management Social media Email management And you all know the situation ..
  8. 8. Initial analysis on web data …
  9. 9. Building blocks already used in Bonnier 2018. Our solution: Google 360 suite for Marketing
  10. 10. 1:1 Customer Data Increase Conversions Data-driven Inventory Mgmt. Increase Digital Acquisition Decrease CPO Increase customer lifetime Our 6 use cases
  11. 11. Google Analytics 360
  12. 12. 5 key take aways 1. New Structure 2. Tracking validated 3. Governance defined 4. Better use of Google Tag Manager 5. Out of the box work with audiences 1:1 # email Free Bonnier Version 360 BigQuery N/A ✔ Advanced funnels N/A ✔ Advanced attribution - model N/A ✔ Cross property rollup N/A ✔ Views per property 200 400 Custom dimensions 20 200 Unsampled reporting N/A ✔ Access RAW data N/A ✔ Audiences N/A ✔
  13. 13. Google Big Query
  14. 14. APPs data CRM and dialog data Data from CRM system: mails: sent , open, click stat. Web data Webbehaviour from +100 sites Nordic + Amazon Cognito data Paid media / Data integration Facebook, Instagram og Google Ads Transactional data Subscription,payment method, permissions & profiles Marketing Automation Trigger communication Personalization ML/AI algorithm
  15. 15. Machine learning model
  16. 16. Old state Current state Use Case 3 : Data driven inventory management HIGH LIKELIHOOD TO CONVERT MEDIUM LOW NO
  17. 17. Google Data studio
  18. 18. Results
  19. 19. CONVERSION RATE RECOGNITION INTAKE VIA GOOGLE 18% 19 % 20%
  20. 20. 01 02 03 Focus Short term People
  21. 21. Next
  22. 22. PRODUCT MARCOM MARTECH SKILLS Internal diagnosis on main areas 2019
  23. 23. Thanks! Marie Lykke Head of Data Analytics and CRM Bonnier Publications marie.lykke@bonnier.dk www.linkedin.com/in/marielykke

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