Northern and Shell (N&S) leverages Amazon Web Services to build a single customer view across their large media brands and audiences. N&S reaches over 20 million UK adults each month across their digital and print properties. Using AWS services like Redshift, Kinesis, and Machine Learning, N&S can analyze large amounts of first and third-party customer data to create accurate audience segments and improve targeted advertising. This allows N&S to deliver more efficient and personalized ads across their owned and other digital properties.

1. Building and leveraging a
single customer view with AWS
Denis Haman, CTO Northern and Shell

3. N&S BRANDS & SCALE
Monthly
digital
reach: 14.5m
Daily print reach: 1.5m // Monthly print reach: 8.8m
20.5m
39.5%Adults
reached in
the UK
every month
that’s
of UK adults
who interact
with N&S every
month.
N&S / AUDIENCES AT SCALE

5. ACCURATE AND SCALABLE
COMSCORE VERIFIED: 2X MORE EFFICIENT THAN STANDARD TARGETING
Outer circle
Specific
audience
generated
from 3rd
party data,
delivered on
other
websites
Inner circle
2nd party
data –
opportunity to
combine your
data with our
existing profiles
to create
bespoke
targets
Extended
Heartland
Specific N&S
audience
generated
from 1st party
data
delivered on
other
websites
Heartland
Specific N&S
audience
generated
from 1st
party data,
delivered on
our websites

6. AWS Stack
NOW FUTURE
Amazon Redshift
AWS Data Pipeline
Amazon
Machine Learning
Amazon Kinesis

7. Thank you
Denis Haman
linkedin.com/in/dhaman