- Project Experiences
The aim of introducing a data management platform (= DMP) is to achieve more efficient campaign management. The increase in efficiency is achieved by reducing "scattering losses". These can be greatly reduced by using customer-centric data, since a better understanding of which attributes describe a user can be developed.
The more information is available about a user, the more precise the user's targeting will be and the correspondingly lower the scattering loss. The right user will receive the right message at the right time on the basis of the available data: i.e. an advertising banner or commercial that is specially tailored to him, his interests and needs.
The task for our clients innogy, innogy direkt, enviaM and Süwag was to analyze in which sources user data is available in order to merge and centrally manage it in the next step. The focus was to implement the data management platform into the existing technical infrastructure of the client in order to be able to store and manage all online and offline data in the DMP in real time across all channels and providers, as well as to provide target group segments for individualized targeting of a user.
The technical implementation of the DMP follows this maxim: Using customer-centric information, gut instinct is replaced by facts.
First of all, identifying the relevant data sources in the company is the most important step in understanding the underlying tools and systems and their interaction in the company's technical infrastructure. Subsequently, the interfaces to the DMP are established for the technical exchange between the systems.
The so-called "data matching" is critical here: In order to attribute the respective data to a user, the user is assigned a "Customer ID", an unambiguous customer number. The "Customer ID" makes it possible to uniquely assign all attributes of a customer, i.e. all information available about him/her in various sources. At the same time, the data is pseudonymised so that it can be used in compliance with data protection regulations. The "data matching" step thus makes it possible to combine the attributes from the individual data sources.
In the final step, the implemented DMP can be used to play out automated marketing campaigns with a higher relevance for the user and with less scattering loss
Kick off and preparation
First, the most important use-cases where the application of DMPs can create added value were defined. To this end, the functionality of the DMP was ensured and tested in initial campaigns.
In order to identify the "right user", it is necessary to collect as much relevant information about him/her as possible. The problem is that at the beginning the user information is very fragmented and stored in separate data sources.
Against this background, the customer's entire technical infrastructure was analyzed to filter out relevant data sources. One of the most important challenges in this project was data protection. In particular, the installation of the "Cookie Law Banner" and the use of the "Unique Identifier" involved close cooperation with the data protection team. Following the data protection approval, the control tag was implemented to connect the various data interfaces and to combine them into an individual "Customer ID" based on the Unique Identifier.
As part of the technical implementation, the connection of the value-adding data sources took place - both online and offline. For the website data, the implementation of the data layer and the "tagging" of the various measuring points on the website were also important.
The goal is to match the data in such a way that it can be assigned to a single user despite different data sources. For this purpose, the DMP assigns each user a unique identification number once, which can be used to link customer data across all read-in systems.
Segmentation & test campaigns
In the final step, various target group segments were formed on the basis of the collected data and, after evaluating various test campaigns, initial conclusions were drawn for the future use of Programmatic Marketing.
The DMP solution was initially established at enviaM, a regional energy supplier. This was followed by deployment at Süwag, a regional energy provider with headquarters in Frankfurt, as well as innogy and innogy direkt.
For the internal evaluation, the focus was, on the one hand, an implementation time in line with the project plan and, on the other, the smooth technical functioning of the data management platform. For the external evaluation of the campaign success, the results of previous Programmatic campaigns were used as a benchmark.
The most important KPI in this project, which is divided into the components electricity and solar, was the "cost per visit". The electricity campaign performed 185 percent better than the benchmark campaigns, and the solar campaign even exceeded this figure with 205 percent.