The next step in data

03-05-2023

Emerce eDay 2

Invest to get logged in users

Transparency is key

Data is our new game changer

Don’t be scared: Share!

Use data to boost creativity

Exec summary

Automotive News, sport & entertainment Women Kids & Teens Home deco En meer...

03-05-2023

Emerce eDay 4

Een omnichannel portfolio wordt crossmedia met de juiste data en validatie

+ =Omnichannel Data/validatie Crossme

dia

03-05-2023

5Emerce eDay

Hoe kijkt Sanoma | SBS naar data?

De waarde van data wordt gedreven door 4

V’s

Data zorgt voor een verschuiving van

reactief naar proactief handelen

Data op het gebied van gedrag- en

koopintentie is het meest waardevol

value

velocity

volume

veracityvariety

Com

plex

ity

Business value

Reporting: What happened?

Analysis: Why did it happen?

Monitoring: What’s happening now?

Prediction: What might happen?

Prescription: How can we make it happen?

Doeleinden

Com

plex

ity

Business value

Unidentified

Identified

DemographicsInterest

Type data

Intent

03-05-2023

Emerce eDay 6

03-05-2023

Emerce eDay 7

Identified user benefits

B2B B2CUnidentifi

ed

Identified

Monetization

Customer Intimacy

Engagement

Cross and Upsell

Improved profilingCross-device targeting

Lower cost per sale Loyalty and churn

improvements Deliver sequential

creative messages Improve and increase traffic (Personalized)E-

commerce opportunities

Customer self-care

Personalize settingsand notifications

Manage my subscriptions

Easy payment across platforms

3rd party benefits

03-05-2023Emerce eDay 8

Van programmatic advertising naar programmatic marketing

Full range of creativity/ premium

advertising products

(enhanced with data)

Main execution layer of all impression

based products

Acceptance of automatic trading as effective

marketing channel

Channel for remnant inventory

1

2

3

4

Trading

Programmatic marketing

High effectivity

Easy buying

Now 5e pillar, what is next?

Toeko

mst in

data

en content

?

5 ???

2007

Crea

tivity

Future of content and

data

2017

03-05-2023

Emerce eDay 9

De positie op het gebied van data versterken door samen te werken

MediaAgencies

CreativeAgenciesAdvertiser

s

MediaCompanie

s

TechnologyProviders

Situatie voorheen: gesloten omgeving Media

Agencies

CreativeAgenciesAdvertiser

s

MediaCompanies

TechnologyProviders

Data delen om samen te winnen

Beweging richting: selectie distributie / sharing Data streams

We voegen kwalitatieve 2nd party data bronnen toe, zoals Zalando fashion data

&

03-05-2023

Emerce eDay 11

03-05-2023

Emerce eDay 12

SANOMA MEDIA and

DATAZALANDO

AUDIENCESMAXIMUM

IMPACT

03-05-2023

Emerce eDay 13

ZALANDO IS EUROPE’S BIGGEST FASHION RETAILER

19mACTIVE

CUSTOMERS

15EUROPEAN MARKETS

>

11.000EMPLOYEES

1.500BRANDS

3NET

REVENUE2015

> ~160mMONTHLY

VISITS

~ bn

03-05-2023

Emerce eDay 14

WE ARE MOVING TOWARDS A MULTIPRODUCT FASHION TECH COMPANY TO “CONNECT PEOPLE WITH FASHION”

FROM RETAIL BACKED BY TECH TO A MULTIPRODUCT FASHION TECH COMPANY

C U S T O M E R S

B R A N D S

INTE

RM

EDIA

TES

03-05-2023

Emerce eDay 15

ZALANDO MEDIA SOLUTIONS AS INTEGRAL PART OF OUR COMPANY STRATEGY

CUSTOMERS ZALANDO

BRANDS/ADVERTISERS

BENEF IT FROM RELEVANTINFORMAT ION ABOUT

FAVOR ITE BRANDS

• MONET IZE ADDIT IONAL 97% OF TRAFF IC• OFFER CRUCIAL ENABLERS FOR BRANDS /

ADVERT ISERS T O WIN IN T HE D IG ITAL SPACE

BU ILD BRAND AWARENESS AND ADVERT ISEPRODUCTS AMONG RELEVANT AUDIENCES AND CONTEXT

PUBLISHERS/AGENCIES• RUN MORE EFFECT IVE AND

TARGETEDCAMPAIGNS FOR ADVERT IS ING CL IENT S

C U S T O M E R S

B R A N D S

INTE

RM

EDIA

TES

03-05-2023

Emerce eDay 16

WE ARE ENTERING A NEW AGE OF MARKETING

WATCH

TOUCH

READ2010 20152005

YOUTUBE MOBILEGOOGLE

03-05-2023

17Emerce eDay

WE NEED TO RESPECT THE NEW CONTEXT

AS A DIGITAL FASHION PLATFORM

03-05-2023

Emerce eDay 18

What are the differences to what we are used to?

LINEAR FICTIONAL ARTIFICIAL DICTATING

INSTANTREALHUMANEMPOWERING

THE NEW CURRENCYSTORIES THAT HIT

A NERVE

03-05-2023

Emerce eDay 20

MAXIMUMIMPACT

CONTENTTHE RIGHT

STORIES

TARGETINGTHE RIGHT

PEOPLE

03-05-2023

Emerce eDay 21

BECAUSE WE NEED CUSTOMIZED STORIES FOR DIFFERENT AUDIENCES

CUSTOMIZED STORIES FOR

DIFFERENT SEGMENTS

NEW DIGITAL STORYTVONE STORY FOR

ONE BROAD

AUDIENCE

PERSONALIZED PRODUCT

FOR EVERY CONSUMER

RETARGETING

03-05-2023

Emerce eDay 22

WE GENERATE DEEP CONSUMER INSIGHTS

DATA COLLECTION DATA SCIENCE CONSUMER INSIGHTS

0 0 0 1 0 1160mVISITS

per month

• Fashion & lifestyle interests• Buying intent• Social demographics

1 0 0 1 0 00 1 0 0 0 10 0 0 1 0 11 1 0 0 0 0

0 0 0 1 0 0 11 0 0 1 0 0 00 1 0 0 1 0 10 0 0 1 0 0 11 1 0 0 0 0 1 0 0 1 0 1 1

0 0 1 1 0 1

03-05-2023

Emerce eDay 23

BASED ON USER BEHAVIOR WE BUILD HIGH QUALITY LARGE SCALE AUDIENCES

G E N E R A L FA S H I O N L I F E S T Y L E

03-05-2023

24Emerce eDay

Zo bereiken we de doelgroep gedurende de consumer journey

AWARENESS CONSIDERATION PURCHASE SERVICE LOYALTY1 2 3 4 5

03-05-2023

Emerce eDay 25

LETS GO

To drive a more engaging advertising product to consumer

To drive a better qualitative media planning approach

Safe, privacy aware, transparent and at scale

Meet us at our booth