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.
Bonnier Publications

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.
[Only] 13% of organizations
say they’re making the most
of their available customer
data
Forbes Insights, 2018

5.
PRODUCT MARCOM MARTECH SKILLS
Internal diagnosis on main areas 2018

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.
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.
Initial analysis on web data …

9.
Building blocks already
used in Bonnier 2018.
Our solution: Google 360 suite for Marketing

10.
1:1
Customer
Data
Increase
Conversions
Data-driven
Inventory
Mgmt.
Increase
Digital
Acquisition
Decrease
CPO
Increase
customer
lifetime
Our 6 use cases

11.
Google Analytics 360

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.
Google Big Query

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.
Machine learning model

16.
Old state Current state
Use Case 3 : Data driven inventory management
HIGH
LIKELIHOOD TO CONVERT
MEDIUM
LOW
NO

17.
Google Data studio

18.
Results

19.
CONVERSION RATE RECOGNITION INTAKE VIA GOOGLE
18% 19 % 20%

20.
01
02
03
Focus
Short term
People

21.
Next

22.
PRODUCT MARCOM MARTECH SKILLS
Internal diagnosis on main areas 2019

23.
Thanks!
Marie Lykke
Head of Data Analytics and CRM
Bonnier Publications
marie.lykke@bonnier.dk
www.linkedin.com/in/marielykke