NORTHERN & SHELL'S STORY
Despite being one of the UK’s largest media publishers, a wealth of customer data harnessed across multiple brands and channels had limited value to Northern & Shell, given the limitations in the existing (marketing) technology architecture. Without access to centralised data and rich audience insights, targeting and personalisation was inefficient – and directly impacted both product innovation and revenue.
ODIN were brought onboard to identify a strategic solution to help Northern & Shell achieve their overarching objective of better capturing and capitalizing on key audience insights. After an in-depth review of the existing technology and use cases, ODIN defined and led a program to build an overarching Audience Platform.
The award-winning Audience Platform is built up by using a combination of technology and data platforms; Lotame is the DMP, Amazon Redshift as a Data Warehouse, Emarsys as a Cloud Marketing Platform, Gigya for User Registration and Wayin as the campaign platform. The publishing group create over 1000 campaigns a year on the Wayin platform, collecting over 2 million entries a year and a huge amount of data from each one, all of which feed into the company’s central Audience Platform.