”Make data do good” Short introduction • 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)
[email protected] @DataRefineryGlo | #Datarefinery Aller in Finland Aller Holding A/S ♺ First media established 1874 in Denmark Empolyees Turnover ♺ Biggest magazine house in Nordics ♺ 125 brands in Nordics 280 40m€ ♺ 2300 employees ♺ 628 M € DATA AND INSIGHT CONTENTS TO WHOM, WHAT AND WHERE: CHANNEL INDEPENDENTLY 2,0 M/vko STRATEGY CONSEPTING 3,3M CONTENT CREATION 2,6 M 25,0M Aller Ideas 2,5 M @ 200 k Aller Finland´s data story= top management´s strategic decision
[email protected] @DataRefineryGlo | #Datarefinery Stage 1 Where to find new business?
[email protected] @DataRefineryGlo | #Datarefinery Stage 2 Internal development unit and investing in technology
[email protected] @DataRefineryGlo | #Datarefinery REFINERY’S DATA ECOSYSTEM COMBINES REAL-TIME BUYING INTENTIONS WITH DEEP CUSTOMER INSIGHT Web Behavioural CustomerCRM & www Planning Tailoredtargetgroups (buying intentions) (cusstomer interfaces) (business & marketing) (channel independency) ONLINE PARTNERS Data Assets Marketing Permissions CustomerBehavioural Human360 Segments Telepreference SexSexSex Language 2,7M mailings Member360 Food360 OFFLINE AgeAgeAge Residence Payment track 2,5M telemarketing Sports360 Household sizesizesize & Buying intensity purchase power Health360 @ 250K eMails Residental history Channel preference Media360 Stage 3 From development unit to business unit, partnerships, strong growth begins
[email protected] @DataRefineryGlo | #Datarefinery D • 50 new data clients (12 months time) • 500% revenue growth (2016 vs. 2017) Stage 4 Establishing Data Refinery company
[email protected] @DataRefineryGlo | #Datarefinery Data Refinery Ltd.