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Already 125 Likes rich Facebook to know a user as well as its own partner. Wherever we move around the web, we leave behind data lanes, whether we like to shop, go surfing, or just go to a website. User data against (relevant) advertising and information – that’s what it’s about. In order to be able to control and evaluate the entire data chaos and place relevant content where it is needed, advertisers work with data management platforms (DMPs) and content management systems (CMS).

Where do all the data come from?

Data is not equal to data. As a rule, self-collected data is the best.

Collect your own data

Data generated from one’s own direct user or customer relationship is most relevant and valuable to businesses. They serve to understand the user and to enable a real user centering. In order to be able to identify the user directly, it is recommended to log in as Facebook uses it and as it is now offered via log-in alliances such as Verimi and the European Net-ID Foundation. But even in anonymous user data from website visits, which can be captured by common tracking and contextual mapping of the data, there is high utility.

To buy data

The second and third party data help with profile enrichment and range generation. The secondary data are the initial data of other companies. Third party data includes web browsing information, search engine inquiries, email marketing, social media, market research or third-party CRM data. In a DMP, they are assembled with initial data in such a way that the consumer becomes visible behind it.

Data is the new gold – the currency in the supposedly free-medium Internet. “Data insights can be one of the keys to the needs of our customers,” says Sabine Scheunert. She is Vice President of Digital IT Sales and Marketing at Mercedes-Benz Cars. At RTL marketer IP Deutschland, for example, Jörg Kiel collects pseudonymised data such as age, gender, place of residence and socioeconomic characteristics such as education, occupation and salary. Kiel heads the newly created area Data-Business at the TV station.

Another example: Via the users of the portal it is possible to filter out which households have children and which are run by themselves, of course without assigning concrete persons here. These are all very exciting information for advertisers. Personal data records allow you to examine interests and behavior closely. Based on that advertising can be played matched to the interests. IP-Mann Kiel uses the data management platform from The Adex.


Through this DMP, advertisers can merge their data with other data to get a more accurate picture of the consumer. This enables a targeted approach of the individual. In addition to their own data, the initial data that each company receives directly from the customer, there are also second and third data: one is acquired by other companies, the other to behavioral data, which are obtained via cookies on the websites have been set.

Dino Bongartz is Managing Director of The Adex. He knows all about the data needed for successful campaigns. “In general, data in a wide range and accuracy as well as very specific niche data are the best basis,” he says. He rates hard valid data as more valuable than extrapolated data. Recently, the industry is increasingly relying on initial data in order to obtain this valid data.

Google, Amazon, Facebook and Apple collect the so-called first-party data via a log-in. The user registers himself before the first use – and is always recognizable. No matter whether he uses the platform from the computer or the mobile phone. With these personalized declarations of consent, Google & Co. have prepared themselves for the EU Data Protection Regulation (DSGVO), in force since 25 May. Verimi and the European Net-ID Foundation have the same intentions with their log-in alliances. These provide users with a centralized account administration service that allows them to manage their own data.

The GDPR does not make data collection easier for companies, but it is much more transparent for the consumer. After all, data has to be collected and synchronized across multiple platforms and portals – all within the strict framework of the new regime. The DMPs are prepared for this and additionally offer the service to centrally organize the various data via websites, apps, CRM systems and in-house business intelligence technologies. The data managers make programmatic advertising, ie automated and smartly targeted advertising, possible in the first place.

What content management has to do

Companies have to play their content as barrier-free as possible: that is, every user with any browser and any device should have access. To succeed, you need a content management system (CMS).

Centralized or decentralized CMS

In a centralized approach, a department has the lead. A decentralized approach is suitable for companies operating in several countries.

Content presentation
Store neutral

With a headless CMS, this is a CMS without a presentation level – content can be saved in a presentation-neutral manner. Playback is thus possible via every template and every touchpoint.

Use content efficiently

To reduce the total cost of ownership, it is recommended to reuse content as often as possible.

Create fallback

Companies that are active in several countries do not have all the content available in any language. Specific content should therefore be made available as “fallback content”.

Localization as a form of personalization

Localization means more than simply translating content into the local language. If, for example, local events and news are available on the website, this increases the relevance for the visitors. Here a decentralized support of the web-performances is recommended.

(Source: BloomReach)

The most important thing is that the data and its smart handling make the customer more and more of a focus. This is precisely the declared big goal of every DMP: The gathering of information about the consumer should ultimately benefit him.

Gregor Wolf, Vice President of Smart Digital Consulting, is also working on this. In order to create a customer-centric experience, he advises websites or apps that are tailored to the individual. Or about advertising messages with products and content that particularly interest the respective customer. “Above all, the data used has the function of predicting and generating the best possible experience for the customer.” This means that the customer is addressed when he is interested in a product – and this via his preferred channel: social Networks to e-mails.

So that the contents are always available on all channels, the use of a content management system is recommended. Philipp Markmann sees in digital marketing and the use of data therefore nothing less than a “consumer revolution”. For the Chief Marketing Officer of L’Oréal Germany, the agenda is to reach consumers at the right time with the message that suits their interests. Instead of mass messages, he prefers to storytelling for a sharply accentuated audience.

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