”make datado good” - vdz tech summit · • ceo of data refineryltd. ... email (250k) direct...
TRANSCRIPT
”Make data do good”
@DataRefineryGlo | #Datarefinery
• CEO of Data Refinery Ltd. (100% owned by
Aller Media Finland)
• 15 years experience in data-and analytics
driven businesses
• 10 years management experience in big
Finnish media and data companies (Fonecta,
Finnish Post, Alma Media)
Short introduction
Aller in Finland
Aller Holding A/S
♺ First media established 1874 in Denmark
♺ Biggest magazine house in Nordics
♺ 125 brands in Nordics
♺ 2300 employees
♺ 628 M €
Empolyees
280
Aller Ideas
STRATEGY
CONSEPTING
CONTENT CREATION3,3M
25,0M
DATA AND INSIGHT CONTENTS TO WHOM, WHAT AND WHERE: CHANNEL INDEPENDENTLY
@
Turnover
40m€
200k2,5M2,6M
2,0M/vko
@DataRefineryGlo | #Datarefinery
Aller Finland´s data story= top
management´s strategic decision
@DataRefineryGlo | #Datarefinery
Stage 2
Internal development unit and
investing in technology
Planning
(business & marketing)
Customer CRM & www
(cusstomer interfaces)
Tailored targetgroups
(channel independency)
Web Behavioural
(buying intentions)
Human360 SegmentsData Assets Marketing Permissions Customer Behavioural
ONLINE
SexSexSexSex
AgeAgeAgeAge ResidenceResidenceResidenceResidence
ResidentalResidentalResidentalResidental historyhistoryhistoryhistory
LanguageLanguageLanguageLanguage 2,7M 2,7M 2,7M 2,7M mailingsmailingsmailingsmailings
250K250K250K250K eMailseMailseMailseMails
TelepreferenceTelepreferenceTelepreferenceTelepreference
PaymentPaymentPaymentPayment tracktracktracktrack
Channel Channel Channel Channel preferencepreferencepreferencepreference
BuyingBuyingBuyingBuying intensityintensityintensityintensity
2,5M2,5M2,5M2,5M telemarketingtelemarketingtelemarketingtelemarketingHouseholdHouseholdHouseholdHousehold sizesizesizesize & & & &
purchasepurchasepurchasepurchase powerpowerpowerpower@
Member360Member360Member360Member360
Food360Food360Food360Food360
Health360Health360Health360Health360
Sports360Sports360Sports360Sports360
Media360Media360Media360Media360
OFFLINE
PARTNERS
REFINERY’S DATA ECOSYSTEM COMBINES REAL-TIME BUYING
INTENTIONS WITH DEEP CUSTOMER INSIGHT
@DataRefineryGlo | #Datarefinery
Stage 3
From development unit to business
unit, partnerships, strong growth
begins
D
• 50 new data clients (12
months time)
• 500% revenue growth
(2016 vs. 2017)
• 15 data- and digital experts´ Nordic organisation, owned by Aller Media Finland
• Recognized internationally (Google DNI Fund 300 000 €)
• Has won major accounts in 12 months (Telia, Danske Finance, Holiday Club)
• Business model is based on scalable datatechnology
Data Refinery Ltd.
@DataRefineryGlo | #Datarefinery
”Data Refinery is data monetizing
platform”
@DataRefineryGlo
Datarefinery.global
Data monetization platformOnline
Offline
Online inventory
monetization
Online data
monetization
Marketing data
Analytics
Visualization &
data collection
Aller online
RTB (17M)
Lookalike
Tele (2,5M)
Email (250K)
Direct mail (2,7)
Data
enrichments
ProfilingActionable
Customer
insight
I
n
c
r
e
a
s
e
d
b
u
s
i
n
e
s
s
v
a
l
u
e
CRM
Location
Moving history
Gender
Age
Household
size &
income
Language
Reply sensitivity
Payment behaviour
Order activity
Channel priority
Technology Partners
• Holiday Club Resorts Oy is the leading ownership vacation company in Europe and a significant
operator in the fields of holiday housing and tourism. The company is owned by Mahindra Holidays
& Resorts India Ltd, the acting management and Fennia Group.
• Holiday Club Resort has outsourced their customer acquisition and marketing and data enrichment
process to Data Refinery. By combining Data Refinery´ and Holiday Clubs online and offline data
unique target groups for traditional and digital campaigns are formed.
• Holiday Club makes 80 000 f2f sales demonstratrions per year. All these customers are from Data
Refinery´s target group campaigns
Holiday Club
@DataRefineryGlo | #Datarefinery
CHANNELSDATA CONTENT
RESULTS
CUSTOMER
INSIGHT
Strategy
Concepting
Production
Targeting
Distributing
Optimizing
Enriching
Analyzing
Monetizing
Better content creation with data
What where the business benefits for commercializing Aller data?
@DataRefineryGlo | #Datarefinery
External benefits
• 1,5M€ new revenue in 12 months time
• Fresh and forerunner position in among Finnish media companies
• Finnish example has inspired Aller Sweden and Aller Denmark to commercialize their online data
Internal benefits
- Data has been used to define user groups in our lifestyle and entertainment websites
- First time our lifestyle bloggers have a change to know what kind of readers they have. It widens
their topic range
- In native content CTR´s have increased significantly
- Thanks to data our journalists understand who their readers are
@DataRefineryGlo | #Datarefinery
Stage 5
Commercialising Aller Media nordic data
and heading towards international
markets
Follow Data Refinery this autumn
#Datarefinery
NEW YORK | HAMBURG| STOCKHOLM |
AMSTERDAM | CYPRUS | OSLO | COPENHAGEN
You have the data.
Why not use it.
Thank You!
@DataRefineryGlo | #Datarefinery
Sami Lahtinen
CEO, Data Refinery Ltd
tel. +358 40 825 3080
@samilahtinen76