For Eyeota’s Audience Data Sessions, Eyeota spoke to Sylvia Türcke, Co-CEO at Schober Information Group Deutschland GmbH, about their customer data platform udo, MAIDs, GDPR compliance and trends that have emerged from the pandemic.

Hello Sylvia, can you briefly introduce yourself and your company?
With pleasure. Schober Information Group is a leading company in the German market for marketing data and data services in terms of data quality, analytics and targeting. Our Universal Data OrchestrationPlatform(udo) is a next-generation customer data platform. By combining data cleansing and fusion, data quality, AI and deep learning as well as 1-to-1 and 1-to-many communication, udo also plays to its strengths in Schober’s integrated data universe. udo increases the revenue and profitability of our clients’ customer relationships by helping them to focus on the right leads and reduce customer acquisition costs.

Schober has been represented on the German market for more than 75 years. In 2021, I took over Schober together with my two management colleagues as part of a management buy-out to complete the repositioning of the company for the digital age.

I have been with Schober since 2010 and am currently responsible for Operations, IT and Marketing.

Why did you enter into a partnership 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 the current data protection regulations in Europe (GDPR). Our goal was to offer a GDPR-compliant way to address common offline target groups in the digital world. Since Eyeota converts data into addressable, privacy-compliant audiences, this platform was the best option for us to work with a responsible data owner.

How do your audience solutions help brands and advertisers?
A key feature of the Schober data is the combination of data depth and coverage. Additional information, such as consumer behaviour or socio-demographic data, can be used to optimize campaign targeting in order to address target groups with specific 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 recently become available via Eyeota and we are convinced that our customers will achieve similar results as with the desktop counterpart. In addition, these segments are always up to date, as new mobile advertising customer IDs arrive daily for segment creation.

Can you say anything about the impact of COVID-19 on digital advertising?
From time to time, trends around classic offline and pure online advertising change. Many customers prefer a good mix of channels, as offline advertising is making a comeback and is once again highly valued. Due to the pandemic, many companies have paused their offline campaigns as it did not make sense to send postal advertising during a lockdown. This has led to an increase in the use of our data in the digital world. However, this was only a temporary effect, as budgets are already being reallocated to the various channels. In my opinion, the pandemic has only accelerated the natural shifts in the use of the various communication channels. Although I have to admit that there are companies where it makes perfect sense to concentrate on a single channel – whether online or offline.

With Eyeota, Schober target groups in Germany are available for the activation of omnichannel campaigns on display, mobile and social channels such as Facebook, Instagram and Twitter. For more information about Schober, contact an Audience Specialist today at datadesk@eyeota.com.