”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. • 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 [email protected] @DataRefineryGlo | #Datarefinery ”Data Refinery is data monetizing platform” Datarefinery.global @DataRefineryGlo Online Data monetization platform I n c r Online inventory e monetization a Marketing data s e CRM Aller online Online data d Visualization & monetization data collection Gender Language RTB (17M) b u Age Location Analytics s Lookalike i Household size & Moving history n income Tele (2,5M) e Actionable Profiling s Reply sensitivity Customer Email (250K) s insight Payment behaviour Data v Order activity Direct mail (2,7) enrichments a l Channel priority u e Offline Technology Partners Holiday Club • 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 [email protected] @DataRefineryGlo | #Datarefinery Better content creation with data DATA CONTENT CHANNELS Enriching Strategy Targeting Analyzing Concepting Distributing Monetizing Production Optimizing CUSTOMER INSIGHT RESULTS What where the business benefits for commercializing Aller data? 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 [email protected] @DataRefineryGlo | #Datarefinery Stage 5 Commercialising Aller Media nordic data and heading towards international markets [email protected] @DataRefineryGlo | #Datarefinery Follow Data Refinery this autumn #Datarefinery NEW YORK | HAMBURG| STOCKHOLM | AMSTERDAM | CYPRUS | OSLO | COPENHAGEN You have the data. Why not use it. Sami Lahtinen CEO, Data Refinery Ltd tel. +358 40 825 3080 [email protected] @samilahtinen76 Thank You! [email protected] @DataRefineryGlo | #Datarefinery.