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Største forlag i branchen styrker sin kunderelevans og øger omsætning med moderne dataplatform

Et ledende forlag på det nordiske marked kontaktede os, da det stod over for et stort fald i sin salgs- og kundefastholdelsesrate. Virksomheden var kommet bagud i forhold til sin digitale udvikling, da den digitale konkurrence var fortsat stigende på underholdningsmarkedet. Desværre resulterede det i nedsat kundeloyalitet overfor virksomhedens produkter. Copenhagen Data identificerede adskillige digitaliseringsmuligheder for forlaget. Disse muligheder blev samlet i en datastrategi, der havde til formål at forbedre det interne overblik over salg og loyalitet gennem en moderne dataplatform. Vi lavede en implementerings-roadmap over de adskillige dataprojekter, der var nødvendige for at nå virksomhedens mål. Vi engagerede samtidigt relevante interessenter for at sikre, at dataprojekterne og datastrategien var forventningsafstemt i virksomheden fra start af.

Før vi kunne begynde at løse forlagets udfordringer, var vi nødsaget til at foretage adskillige kvalificerende aktiviteter. Vi begyndte at analysere, planlægge og evaluere de forskellige aspekter af datastrategien. Det var blandt andet afgørende at undersøge konfigurationen og designet af den nye dataplatform. Vi ønskede blandt andet at garantere, at den var kvalificeret til at forudsige medlems-turnoverraten gennem Machine Learning, samtidig med at den ville overholde alle GDPR-love. Vi fokuserede også i høj grad på at skabe en behagelig og optimeret brugeroplevelse. Derfor besluttede vi at lave en click-stream dataplatform, der kunne registrere hvert enkelt klik, salg og aktivitet fra hver bruger. Platformen blev metodisk forfinet gennem detaljeret prototyping og løbende evaluering. Copenhagen Data planlagde aktiviteterne og afhængighederne hånd i hånd med de relevante ledelses- og projektinteressenter. Gennem porteføljestyring sørgede vi for, at alle aspekter af dataprojektet blev implementeret gennem gradvise, håndgribelige leverancer.

Efter at have identificeret og kvalificeret dataprojekterne, gik vi videre til realiseringsfasen. I korte udviklingscyklusser udviklede og implementerede vi de databaserede løsninger. Click-stream dataplatformen blev gradvist designet, planlagt, udviklet og testet. Vi sørgede for løbende at dele og indsamle vigtig forretnings- og IT-indsigt med de relevante interessenter i virksomheden. Dette var afgørende for at sikre en smidig overdragelse og nyttig løbende læring for virksomheden som jo selv er ansvarlig for styringen af dataplatformen efter dens udvikling og implementering. Efter overdragelsen af dataprojektet kunne Copenhagen Data glæde sig over, at forlaget forbedrede sin kunderelevans og øgede sin årlige omsætning. Den moderne dataplatform var en succes, og forlaget er nu i stand til at forudsige sin kundeloyalitet og kontrollere al salg.

Dataprojektets resultater er opsummeret nedenfor

<ul style="list-style-type:disc;"><li>Minimeret churn rate i to forretningsenheder resulterende i €700.000 årlig omsætning</li><li>Nedlukning af proprietær service til at overvåge webapplikationer resulterende i en årlig sparring på €100.000+&nbsp;</li><li>Nedlukning af analytisk resulterende i en årlig sparring på 50.000€&nbsp;</li><li>Automatisering af manuelle aktiviteter gennem datadrevet support i backoffice-processer</li><li>Gennemsigtighed i kundedefinitioner og interaktioner på tværs af virksomheden for at sikre kundecentreret design</li><li>Etablering af moderne dataplatform med skalerbart design til at understøtte fremtidig dataanalytisk og operationel dataaktivering</li></ul>

Largest publishing company in its field improves customer relevancy and increases profitability with modern data platform

Martin is a highly seasoned thought leader and data professional with more than 30 years of experience delivering business value through data.

Martin ABC Hansen

Aksel is an accomplished data professional with 10 years of experience as a consultant delivering organizational impact with data.

Aksel Larsen

Daniel is Copenhagen Data's football coach and data coach. That means that he both runs data projects and our very own football team. Daniel is one of Copenhagen Data's managers, and he has been part of the organization for two years. Before becoming a manager at Copenhagen Data, Daniel worked as a data developer. He nearly has nine years of experience with development and design of IT-systems. He thereby believes that data is what makes all systems valueable and complex.

Daniel Christensen

A Nordic market-leading publishing company contacted us as it was facing a decrease in its sales and customer retention rate. The competition was increasing in the entertainment market, as product offerings became increasingly digitalized. Unfortunately, that resulted in diminished customer loyalty to the company's non-digital product offerings. Copenhagen Data identified several opportunities, and assembled them in a data strategy, that aimed to improve the internal overview of sales and loyalty through a modern data platform. We created an implementation roadmap of the several data projects that were needed to reach the goals of the company. At the same time, we engaged relevant stakeholders to ensure that the data projects and the data strategy were supported by the company.

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Several initial operations were necessary before Copenhagen Data could realize the data projects. We started analyzing, planning, and evaluating the different aspects of the data strategy. It was vital to investigate the configuration and design of the modern data platform. We wanted to make sure that it was qualified to forecast member churn through machine learning, while complying with the laws of GDPR. We also focused on creating a pleasant and convenient user experience, and decided to configure a click-stream data platform, that was able to register every click, sale and user. The platform was methodically refined through detailed prototyping and continuous evaluation. Copenhagen Data planned the activities and dependencies hand in hand with the relevant management and project stakeholders. Through portfolio management, we made sure that every aspect of the data projects would be implemented through gradual, beneficial deliveries.

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After identifying and qualifying, we moved on to the realization phase. In short-development cycles, we developed and implemented the data-based solutions. The click-stream data platform was gradually designed, planned, developed, and tested. We made sure to continuously share business- and IT-insights with relevant stakeholders and &nbsp;prioritized &nbsp;stakeholder engagement, to reach the data platform's full potential. This was crucial in securing a smooth handover and guaranteeing the company's organizational learning. After the handover, Copenhagen Data was pleased to see that the publishing company improved its costumer relevancy and increased its annual turnover. The modern data platform was a success, and the publishing company is now able to forecast its customer loyalty and control its sales.

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The results of the data project are summarized below

<ul><li>Minimized churn in two business units to realize €700,000 annual turnover</li><li>Decommission proprietary service to monitor web applications to save €100,000+ annually</li><li>Decommission analytical application to save €50,000 annually</li><li>Automating manual activities through data-driven support in back-office processes</li><li>Transparency in customer definitions and interactions across the business to ensure customer-centricity by design</li><li>Established a foundational data platform with scalable design to support future data analytical and operational data activation</li></ul>

Publishing company goes digital with data platform

Consultants on the case

Identify

Challenges and opportunities

Qualify

Analysis and evaluation

Realize

Implementation and handover

Results

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