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The FD Media Group is the largest media company in the financial and economic spheres. They provide entrepreneurs, corporate executives, and professionals with information on the most important news from a financial and economic perspective through the brands Het Financieele Dagblad (FD), BNR, FD Persoonlijk, and Company.Info. Its mission is to help decision-makers in the Netherlands reach the best possible decisions by providing overview, insights, and prognoses through journalistic brands and quality products.
A modular, flexible and scalable Customer Data Platform on Google Cloud Platform unifies the functionalities required to support customer-centricity in privacy, safety, and security. The CDP is the technical heart of the data strategy that transforms how FD Media Group as a whole delivers governed data products to the business. Analysts and business users have become more data literate due to training sessions. Crystalloids DevOps monitors the CDP on data quality, data governance, and cost. If you are curious to know more about the Data-Driven transformation at FD Media Group, you can read about it in this interview.
FD Media Group wanted to become a predictable company for every stakeholder. A data strategy was developed to achieve this goal that combines internal expertise, customer research, and data insights.
The model has to stay transparent, be able to deliver growth and has to generate value. FD Media Group wanted to leverage its first-party data to better target users, become independent from third-party systems, and comply with data privacy regulations.
A Customer Data Platform that brings complete control of the data, always using the most recent and high-quality data.
A single source of truth that can be used for insights and marketing purposes is an essential part of a future-proof data strategy. To realize this, we combined data from multiple relevant sources. At FD Media Group, we focused on the following sources: sales data, marketing interactions, customer consent, web and app interactions, and customer demographics. By combining these sources in a central place, we created a centralized and unified Customer Data Platform (CDP), acting as a single source of truth.
We introduced persistent server-side logging of events to ensure visibility of ‘need to know’ user behavior in a privacy, safe and secure environment to measure behavior such as article views, logins, and product consumption.
To do all of this in a controlled and efficient way, we focused on setting up strong data governance. Effective data governance ensures that data is consistent, trustworthy, and fully GDPR compliant. When setting up a CDP, we also incorporate the maintainability in our solution so that a support team can quickly take over the monitoring of the solution built. Crystalloids proactively support FD Media Group daily by monitoring the Crystalloids’ DevOps team.
When the single source of truth is in place by creating the CDP, FD could start sharing data for email automation, targeting the website, targeting audiences in paid media platforms, subscription marketing, advertisers, and data visualization.
At Crystalloids, we work in a structured way to get maximum results in the shortest time.
Data lake (raw data storage) in Cloud Storage, CDP in BigQuery, real-time and batch ingestion from multiple sources, centralized audience definitions, integrated with relevant marketing channels (owned & paid media channels), dashboarding for insights. The high-level architecture is shown in the image below.
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