For Eyeota's Audience Data Sessions, we talk to Sylvia Tuercke, Co-CEO at Schober Information Group, about their customer data platform, MAIDs, GDPR compliancy and trends they have seen emerge from the pandemic.
Hi Sylvia, can you introduce yourself and your company?
Schober Information Group Deutschland GmbH is a leader in the German market for marketing data and data services in terms of quality, analytics and targeting. Our universal data orchestration platform (udo) is a next generation customer data platform. Combining data integration, data quality, AI and deep learning, as well as 1-to-1 and 1-to-many communication, udo thrives in Schober’s integrated data universe. udo increases our clients’ turnover and customer relationships profitability by helping them to focus on the right leads and reducing customer acquisition costs.
Schober has been a player in the German market for more than 75 years. In 2021, I partnered with two management colleagues to acquire Schober via a management buy-out in order to finalize the repositioning of the company for the digital age.
I have been with Schober since 2010 and I am currently responsible for Operations, IT, and Marketing.
Why have you partnered with Eyeota?
When it comes to data for marketing purposes, Schober is always an option. Our customers rely on our data universe for B2B and B2C with millions of addresses and billions of attributes – all aligned with current data privacy regulations in Europe (GDPR). Our objective was to offer a GDPR-compliant option to target common offline target groups in the digital world. Since Eyeota transforms data into addressable, privacy-compliant audiences, this platform was the best option for us to partner with a responsible data owner.
How do your audience solutions help brands and advertisers?
A key feature of Schober data is the combination of data depth and coverage. Through additional information, such as consumer behavior or socio-demographics, campaign targeting can be optimized to match determinate characteristics. Our customers also benefit from a wider reach, both in terms of desktop segments and mobile advertiser ID segments (MAIDs) - for B2C and B2B.
Schober Mobile segments have only recently become available through Eyeota and we are convinced that our customers will achieve excellent results with them, similarly to their desktop counterpart. Furthermore, these segments are always up-to-date, as new mobile advertiser IDs arrive daily for segment creation.
Can you share any insights or learnings of the impact of COVID-19 on digital advertising?
Every once in a while, trends around classic offline advertising and pure online advertising change. Many customers prefer a good mix of the channels since offline advertising has made a comeback and is once again seen as highly valued. Due to the pandemic, many companies paused offline campaigns as there was no point in sending mail during a lockdown. Thus, we saw an increase in usage of our data in the digital world. However, this seemed to be temporary as brands are already reallocating their budgets across the different channels. In my opinion, the pandemic only accelerated the natural shifts in usage of different communication channels. Although I have to admit that there are companies where it makes total sense to focus on a single channel – whether this is online or offline.
With Eyeota, Schober audiences are available in Germany for omnichannel campaign activation on display, mobile and social channels including Facebook, Instagram and Twitter. For more information about Schober, connect with an audience specialist today at datadesk@eyeota.com.
