![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]](https://image.slidesharecdn.com/20191107dif6-marieslides-191112112431/85/Creating-a-market-leading-data-setup-in-6-months-by-Marie-Lykke-4-320.jpg)
![[Only] 13% of organizations
say they’re making the most
of their available customer
data
Forbes Insights, 2018](https://image.slidesharecdn.com/20191107dif6-marieslides-191112112431/85/Creating-a-market-leading-data-setup-in-6-months-by-Marie-Lykke-5-320.jpg)
Creating a market-leading data setup in 6 months by Marie Lykke
- 1. Marie Lykke Head of Data Analytics & CRM Bonnier Publications Disclaimer: Google marketing suite - fan Creating a market- leading data setup in 6 months
- 4. 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]
- 5. [Only] 13% of organizations say they’re making the most of their available customer data Forbes Insights, 2018
- 6. PRODUCT MARCOM MARTECH SKILLS Internal diagnosis on main areas 2018
- 7. 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
- 8. 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 ..
- 9. Initial analysis on web data …
- 10. Building blocks already used in Bonnier 2018. Our solution: Google 360 suite for Marketing
- 14. 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 ✔
- 15. Google Big Query
- 16. 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
- 18. Old state Current state Use Case 3 : Data driven inventory management HIGH LIKELIHOOD TO CONVERT MEDIUM LOW NO
- 20. Results
- 21. CONVERSION RATE RECOGNITION INTAKE VIA GOOGLE 18% 19 % 20%
- 23. Next
- 24. PRODUCT MARCOM MARTECH SKILLS Internal diagnosis on main areas 2019
- 25. Thanks! Marie Lykke Head of Data Analytics and CRM Bonnier Publications marie.lykke@bonnier.dk www.linkedin.com/in/marielykke