Axel Springer is implementing a Tealium data management platform to better understand customer data across its different business units and media brands. This will allow them to provide personalized experiences, increase user registrations and engagement, and minimize data leakage to third parties. The project involves setting up a single sign-on system, corporate business intelligence tools, and a customer data platform to improve marketing, gain insights from analytics, and independently manage user data. The goals are to increase competitive advantage through strong user identification and frequent ecosystem use.

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Swetlana Meier
Senior Data Business Manager, Axel Springer
Data Innovation at
Axel Springer

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Company Structure of Axel Springer
Paid Models Marketing ModelsClassified Ad Models
&
For all segments: main activities only.

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Project Background
Discrepancy between
reach & registrations
 Unknown customers
Diversity of registrations
& separation of user bases
 Unknown group user
Many 3rd party tracking
and analytics tools
 "Data leakage"
1
2
3

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Digital Leaders’ 3 Keys to Success
Data driven & user friendly UX
Key no. 1:
Identifiable & logged-in customers
Key no. 2:
Daily & frequently used ecosystem
Key no. 3:
 Make money from each audience
 Get a considerable competitive advantage
 Be independent of deleted cookies
 Enjoy a strong market position
 Create a service ecosystem with shared data
 Strengthen the group and increase traffic
ID

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Our 3 Workstreams to Conquer the Market
1 2
3
TMS & DMP1
Corporate BI3
SSO by myPass2
 Business benefits: tailored marketing
and products; targeted advertisement
 Project goals: minimise data leakage;
remain in „data driver seat“
 Privacy approach: pseudonymous
tracking via trustee and with opt out;
transparent information
 Business benefits: increase registration
rate; no need for double opt-in
 Project goals: increase registrations up to
30 mio; independency of 3rd parties;
preparation for EU regulation
 Privacy approach: authentication without
full data disclosure; transparency
 Business needs: comprehensive analytics,
combining big data with key business information
 Project goals: enable „customer first thinking“, use
own analytics and expertise
 Privacy approach: anonymous to personal data

7. © 2016 Tealium Inc. All rights reserved.
The Tealium Ecosystem on Company Level

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The Tealium Ecosystem on Group Level

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High Personalisation for First Time Visitors
Global user insights allow marketers to turn more first time visitors into qualified leads and engaged customers.
Reduce bounce rate
Increase page impression
Increase time per visit
Cultivate potential
customers
Engage user with the right content
unit profile
global profile
Convert
them to a
customer

10. © 2016 Tealium Inc. All rights reserved.
How Tealium supports our Group
 Tealium helps us to reach project goals
 Business drivers behind Tealium
 each unit has specific goals, audiences, products and metrics. Start with the question
“what data do I need to optimize my business?”
 3 steps approach for TAS use cases identification: identify the user, segment the user,
interact with the user
 use case prioritization is essential “business value, technical feasibility”
 Data sharing needs information sharing and strong
collaboration

11. © 2016 Tealium Inc. All rights reserved.
Michael Wolter
Head of Data Technology
michael.wolter@axelspringer.de
Swetlana Meier
Senior Data Business Manager
swetlana.meier@axelspringer.de

12. © 2016 Tealium Inc. All rights reserved.
Thank you!

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