Telefónica Germany continues to rely on e-dialog for its Data Analytics & Tracking budget
Digital expert e-dialog once again secured the 3-year budget for web analytics and tag management from telecommunications group Telefónica Germany in the pitch. The ongoing optimisation of digital analytics is complemented by use cases involving cloud & data science for the tracking of the future and post-cookie readiness. The Digital Business Consulting team supports the client in this transformation project.
Steven Burkhardt | Head of Digital Analytics & Performance Management at Telefónica, Kristina Niederer | Head of Digital Analytics at e-dialog, Lasse Hoffmann | Principal Consultant at e-dialog,
Photo credit: Julia Bergmeister Fotografie / e-dialog
In addition to the rollout of Google Analytics 4 for Telefónica Germany, e-dialog has been supporting the brands O2, O2 Business and blau.de since 2020 with strategy, concept and implementation of tracking optimisations, consent management, as well as cloud architecture and machine learning use cases. The long-standing partnership is now being intensified, says Kristina Niederer, Head of Digital Analytics at e-dialog, as the digital experts were once again able to impress in the pitch for the analytics and tracking budget for evaluating and fine-tuning digital marketing measures.
Tracking & data strategy in post-cookie times
Telefónica positioned itself early on for the tracking of the future and is focusing on strategies for effective digital marketing and personalisation along the customer journey without 3rd-party cookies. e-dialog supports end-to-end customer centricity in marketing measures with 1st-party data strategies as well as the use of modelling and analytics AI for the next-generation analysis and activation tech stack.
“e-dialog is our partner for multidimensional and accessible tracking and reporting strategies and implementations. Thanks to our long-standing collaboration, we benefit from expertise and vision to position Telefónica for the future with a holistic tracking and data strategy,” confirms Steven Burkhardt, Head of Digital Analytics & Performance Management at Telefónica Germany.
Future-proof cloud setup for marketing data & use cases
By optimising the cloud architecture into a scalable foundation for marketing analytics, Telefónica is prepared for new challenges and opportunities such as generative AI and benefits from improved process and data quality. The combination of tracking and machine learning algorithms in the cloud enables, for example, real-time traffic monitoring for use cases such as anomaly detection and gives the marketing team better control over media efficiency and budget allocation.
The consolidated expertise of the Digital Analytics as well as Cloud and Data Science departments for consolidating, analysing and activating marketing data is complemented by e-dialog’s Digital Business Consultants team. “We are pleased to have the collaboration confirmed for a further 3 years with Telefónica. Among other things, this will generate exciting new momentum through the addition of B2P (Business to People) and the expansion of our collaboration in the cloud & data science area,” reports Lasse Hoffmann, Principal Consultant in e-dialog’s Digital Business Consulting team.
