How to Leverage Behavioral Science Insights for Direct Mail Success
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
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
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 ✔
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