How 'the Swiss Army knife of data management' tackles third-party data loss
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CUSTOMER STORY
How ‘the Swiss Army knife
of data management’
tackles third-party data loss
Learn how Jysk Fynske Medier optimised its advertising and
editorial processes with the help of a holistic customer view
What was the problem that Tealium was brought in to solve?
From print to digital, from written to spoken words and beyond,
Jysk Fynske Medier (JFM) is the second largest Danish news
publisher and media group. It is the driving force behind more than
75 newspapers, a wide range of news sites and digital brands.
This includes its advertising and communications agency, STEP,
where JFM runs technology and data projects for the media group.
Understanding its readership and customers is essential to JFM’s
success, making collecting and analysing data from over 140
different websites business critical.
The JFM team based at STEP realised its audience sales could be
threatened by the new third-party data regulations and advanced
Intelligent Tracking Prevention (ITP). It needed to find a more
efficient way to collect and analyse first-party customer data.
JFM’s initial Data Management Platform (DMP) - installed in 2016
- was designed to support advertising across the group’s media properties.
CHALLENGE SOLUTION RESULTS
Find a simple solution that Jysk Fynske Medier worked Tealium AudienceStream
resolves the issue of disjointed with Tealium to implement CDP simplified processes
customer insight without a Customer Data Platform and provided a more holistic
relying on third-party data. to optimise its advertising customer view, resulting in
outreach through improved a more targeted advertising
user insight, while enhancing approach. JFM saw a 4x return
customer experience. on its investment, following
the deployment.
Dennis Brorsen The problem was that it couldn’t keep up with modern data
Head of Data & Audience insight requirements. It didn’t allow for single customer views,
Jysk Fynske Medier complicated the scripting process on the various webpages in
JFM’s portfolio, and wasn’t a vendor-neutral solution.
“The impact of regulatory
changes around third-party The business needed a tool that would provide insights based
data is a major challenge on first-party data from across the whole company, and from a
particularly when looking at disparate number of websites, platforms, and media assets.
the amount of websites and
publishing assets under the How did we solve that problem?
JFM portfolio. JFM introduced and implemented Tealium’s AudienceStream
CDP and iQ Tag Management to close the gaps left by the
“Tealium AudienceStream and previous DMP and to tackle the new challenges.
iQ Tag Management really
was the Swiss army knife of Tealium’s implementation engineers and customer team
data management systems for provided constant, high-quality support during the set up across
us. It’s flexible and applicable the business. This was particularly helpful as JFM defined use
to various use cases, which cases on the go.
often came up spontaneously.
Its capability of providing us One of the main priorities was to enable a holistic view of every
with a holistic customer view customer. Tealium AudienceStream CDP delivered exactly that -
that enabled an optimised based on clean first-party data from different touchpoints across
personalisation and targeting the various websites.
process, allows us to not
only survive, but thrive, in the Using AudienceStream CDP for ID Management enabled JFM
marketing jungle.” to work with vendors’ first-party solutions in the programmatic
adtech space for activation. It allowed JFM to interact with the
customers and subscribers on an individual basis rather than
targeting broad segments or groups, while prioritising privacy
through cookie audiences.
This new view allowed for optimised personalisation via email
as well as on the websites through cloud-based analysis
of individuals’ preferences and interests. JFM developed a
personalisation algorithm in the cloud, based on behavioural
data and reading patterns.
This information was collated by Tealium’s solution and used
within the website Content Management System (CMS), where
individual recommendations were activated and sent and user
recognition was enabled. So when users returned to the website
later, they received personalised recommendations: for example,
suggestions of articles that matched the users’ previous reading
habits and interests.What results did they see? The CDP also enabled JFM to capture email addresses from
users, which acted as a more persistent ID compared to other
With the help of Tealium forms of customer/user ID, which optimised the accuracy of the
AudienceStream and iQ Tag personalisation process.
Management, it was instantly
possible for JFM to access The newly implemented system also provides the option to move
a new kind of first-party the ‘heavy technology’ that can slow down the pages to the
customer data. This has helped server and off the client side. This resulted in faster processes
reach their advertising goals and a better customer experience. As JFM runs several websites,
and increased the performance having Tealium iQ Tag Management as a central solution allowed
fourfold in comparison to the the IT department to manage tags on different websites without
market. In the long run, this having to edit the page code. Plus, once the universal tags had
single customer view will help been set, the team could adjust the tags centrally (e.g. adding
to stay on top of the audience some) and the changes were directly published on the respective
needs, despite the loss of third- sites making processes faster and simpler.
party cookies.
Tealium’s flexibility and interoperability with technologies from
The holistic view of their various vendors is helping future-proof the solution and deliver
users enabled JFM not only further returns on the investment. This will also help JFM’s
to optimise its approach and plans towards the usage of machine-learning tools, which
interaction with customers but demands a clean and extended data set as provided by Tealium
also the editorial processes on AudienceStream.
the journalist side. Insight into
customer behaviour, such as
reading time of articles, scroll
depths, the number of clicks
and the number of times it was
shared, led to the creation of a
qualitative score. On the basis
of this scale, journalists can
adjust articles to increase their
performance.
The installation also had
financial benefits – apart from
increasing the audience sales.
Overall, JFM saw a 4x return
on its investment, following the
deployment.We Connect Data So You Can Connect With Your Customers Tag Management | API Hub | Customer Data Platform with ML | Data Management Tealium connects customer data — spanning web, mobile, offline, and IoT devices — so brands can connect with their customers. Tealium’s turnkey integration ecosystem supports over 1,200 client-side and server-side and technologies, empowering brands to create a unified, real-time customer data infrastructure. The Tealium Customer Data Hub encompasses tag management, an API hub, a customer data platform with machine learning, and data management solutions that make customer data more valuable, actionable, and secure. More than 1,000 businesses worldwide trust Tealium to power their customer data strategies. visit tealium.com © 2021 Tealium, Inc. All rights reserved. Tealium, AudienceStream, and all other Tealium marks contained herein are trademarks or service marks of Tealium. All other marks are the property of their respective owners. Rev. 121120
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