SlideShare a Scribd company logo
Marie Lykke
Head of Data Analytics & CRM
Bonnier Publications
Disclaimer: Google marketing suite - fan
Creating a market-
leading data setup
in 6 months
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]
4. What we have learned [and earned]
5. When are we done ? [Next up]
[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
Billing &
purchases
Distribution
Point
of sale
Customer
service
Web & app
analytics
Loyalty
programs
Inventory
management
Social
media
Email
management
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 ..
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
customer
lifetime
Our 6 use cases
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 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 ✔
Google Big Query
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
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/marielykke

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