Transformation into a data business Sophie Croonen

Don Draper wouldn’t recognize 75% of marketing today

Introduction Strategy Deep dive Next steps

“If you added up media, and data, half our business – about $5bn

comes from media, about $5bn comes from data, and digital is about

$6bn. So if you add it all up, about $16bn of the $20bn [total] are

coming from areas that Don Draper - if he were alive today - wouldn’t

recognize.”

Sir Martin Sorrell

“Advertising is based on one thing, happiness. And you know what

happiness is? Happiness is the smell of a new car. It’s freedom from

fear. It’s a billboard on the side of the road that screams reassurance

that whatever you are doing is okay. You are okay.

Don Draper

Big Data is a hype term, what data are we talking about?

Introduction Strategy Deep dive Next steps

UUID:

3498012761

34 jaar

Vrouw

Woont in Amsterdam

Leest over lifestyle en fashion

Zoekt inspiratie voor haar huis

Bezoekt NU.nl 3x per dag

Koopt kleding van Zara en Nike

online

Rijdt in een Mini

Introduction

Sanoma BeNe offers a strong media portfolio

20 magazines

>100 sites / apps

9 events

1 digital

platform

4 FTA

channels

1 MCN

1

TV listing Magazine/app

20 magazines

>100 sites / apps

SBS/ Broadcast Reaches 90% of population monthly

Content + Digital media Reaches 71% of population monthly

Content Media Reaches 60% of population monthly

Introduction Strategy Deep dive Next steps

Automotive Women News &

entertainment Kids & Teens Home Deco

Strategy

Sanoma focuses on strong cross media brands in our key domains

With our brands we are a market leading player in the Netherlands.

Introduction Strategy Deep dive Next steps

Strategy

Cross media is our key differentiator

Introduction Strategy Deep dive Next steps

+ = Omnichannel Data/validatie Crossmedia

Strategy From unidentified to identified

Introduction Strategy Deep dive Next steps

Deep Dive

Identified user benefits

B2B B2C

Unidentified

Identified

Monetization

Customer Intimacy

Engagement

Cross and Upsell

Personalize settings and notifications

Easy access to premium content

Easy payment across platforms

Manage my subscriptions

3rd party benefits

Loyalty and churn improvements

Improve and increase traffic

Cross-device targeting

Improved profiling

Deliver sequential creative messages

(Personalized) E-commerce opportunities

Customer self-care

Lower cost per sale

Introduction Strategy Deep dive Next steps

Deep Dive Share data with our clients

Media

Agencies

Creative

Agencies Advertisers

Media

Companies

Technology

Providers

Previous situation: walled gardens New situation: selective distribution / privacy gardens Data streams Media

Agencies

Creative

Agencies Advertisers

Media

Companies

Technology

Providers

Introduction Strategy Deep dive Next steps

Deep Dive How we sell data

Demographics Interest & buying intent

Custom

Introduction Strategy Deep dive Next steps

Deep Dive How we sell data

Introduction Strategy Deep dive Next steps

Prijsklasse

Nieuwe auto

Merk

Tweedehands auto

Model

Bouwjaar

Bijtelling

Duurzaamheid

Deep Dive

We use topic modelling to enrich profiles

Introduction Strategy Deep dive Next steps

Sports | General 46% Sports | Football, Bundesliga, Seria A 46% Politics, Defense, Conflict, Russia, Oekrain 18% Sports | WK, National teams, Schedule 4% Other 5%

Deep Dive

Use data to personalise content and also marketing creatives

Introduction Strategy Deep dive Next steps

Next Steps Expansion

Create content based on market data needs

Leverage Sanoma salespower and infrastructure to sell second party data

Invest in technology and data science

Use all data sources to complete the 360 consumer picture

Introduction Strategy Deep dive Next steps

Thank you