{"id":13758,"date":"2023-12-12T16:52:00","date_gmt":"2023-12-12T16:52:00","guid":{"rendered":"https:\/\/e-dialog.group\/news\/telefonica-germany-continues-to-rely-on-e-dialog-for-its-data-analytics-tracking-budget\/"},"modified":"2026-02-26T17:13:01","modified_gmt":"2026-02-26T17:13:01","slug":"telefonica-germany-continues-to-rely-on-e-dialog-for-its-data-analytics-tracking-budget","status":"publish","type":"news","link":"https:\/\/e-dialog.group\/en\/news\/telefonica-germany-continues-to-rely-on-e-dialog-for-its-data-analytics-tracking-budget\/","title":{"rendered":"Telef\u00f3nica Germany continues to rely on e-dialog for its Data Analytics &amp; Tracking budget"},"content":{"rendered":"<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><aside id=\"aside-content-block_02a77a86f724e2af5c987eb8008e6a0e\" class=\"aside-content block block--aside-content\" data-title=\"\">\n  <div class=\"aside-content__content content\">\n                      <h2 class=\"content__hl\">Press Contact<\/h2>              <div class=\"content__text\"><p><strong>Please contact us for any inquiries:<\/strong><\/p>\n<\/div>\n            <a href=\"mailto:presse@e-dialog.group\" target=\"_self\" class=\"content__cta\">\n        Send inquiry\n      <\/a>              \n      <div class=\"content__team team-member\" itemscope itemtype=\"https:\/\/schema.org\/Person\">\n        <img decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny-300x300.png\" class=\"attachment-medium size-medium wp-post-image\" alt=\"\" itemprop=\"image\" loading=\"lazy\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny-300x300.png 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny-1024x1024.png 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny-150x150.png 150w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny-768x768.png 768w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny-630x630.png 630w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny-628x628.png 628w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Markus-Widmer-Icontiny.png 1080w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\">\n        <div class=\"team-member__meta meta\">\n          <div class=\"meta__name\" itemprop=\"name\">Markus Widmer<\/div>\n          <div class=\"meta__position\" itemprop=\"jobTitle\">Marketing Director<\/div>\n        <\/div>\n      <\/div>\n                  <\/div>\n<\/aside><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\"><div id=\"basic-content-block_3c879b975b7db50582d8a96065236532\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <h1>Telef&oacute;nica Germany continues to rely on e-dialog for its Data Analytics &amp; Tracking budget<\/h1>\n<p><strong>Digital expert e-dialog once again secured the 3-year budget for web analytics and tag management from telecommunications group Telef&oacute;nica Germany in the pitch. The ongoing optimisation of digital analytics is complemented by use cases involving cloud &amp; data science for the tracking of the future and post-cookie readiness. The Digital Business Consulting team supports the client in this transformation project.  <\/strong><\/p>\n  <\/div>\n<\/div>\n\n<div id=\"image-fullscreen-block_6cffd804eee49b51c010b8adee56e22a\" class=\"image-fullscreen block block--image-fullscreen\" data-title=\"\">\n  <div class=\"image-fullscreen__content content\">\n    <img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1373\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Telefonica-Etat_processed.png\" class=\"content__img img img--desktop\" alt=\"\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Telefonica-Etat_processed.png 2560w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Telefonica-Etat_processed-300x161.png 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Telefonica-Etat_processed-1024x549.png 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Telefonica-Etat_processed-768x412.png 768w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Telefonica-Etat_processed-1536x824.png 1536w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/Telefonica-Etat_processed-2048x1098.png 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\">      <\/div>\n<\/div>\n\n<div id=\"basic-content-block_7d83027a018987700f4155932f2c529b\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <p><small>Steven Burkhardt | Head of Digital Analytics &amp; Performance Management at Telef&oacute;nica, Kristina Niederer | Head of Digital Analytics at e-dialog, Lasse Hoffmann | Principal Consultant at e-dialog,<br>\nPhoto credit: Julia Bergmeister Fotografie \/ e-dialog<\/small><\/p>\n<hr>\n<p>In addition to the rollout of Google Analytics 4 for Telef&oacute;nica 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. <\/p>\n<h2>Tracking &amp; data strategy in post-cookie times<\/h2>\n<p>Telef&oacute;nica 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.<br>\n&ldquo;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 Telef&oacute;nica for the future with a holistic tracking and data strategy,&rdquo; confirms Steven Burkhardt, Head of Digital Analytics &amp; Performance Management at Telef&oacute;nica Germany.<\/p>\n<h2>Future-proof cloud setup for marketing data &amp; use cases<\/h2>\n<p>By optimising the cloud architecture into a scalable foundation for marketing analytics, Telef&oacute;nica 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. <\/p>\n<p>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&rsquo;s Digital Business Consultants team. &ldquo;We are pleased to have the collaboration confirmed for a further 3 years with Telef&oacute;nica. 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 &amp; data science area,&rdquo; reports Lasse Hoffmann, Principal Consultant in e-dialog&rsquo;s Digital Business Consulting team. <\/p>\n  <\/div>\n<\/div><\/div>\n<\/div>\n<div id=\"teaser-classic-block_931ce47fe93ecf1e99e911e8c468ef69\" class=\"teaser-classic block block--teaser-classic\" data-title=\"\">\n  <div class=\"teaser-classic__content content\">\n    <div class=\"content__top top\">\n      <div class=\"top__info info\">\n                <h2 class=\"info__hl\">More news &amp; updates<\/h2>      <\/div>\n          <\/div>\n    <div class=\"content__posts posts-teaser\">\n                      <div class=\"posts-teaser__post-teaser post-teaser post-teaser--logo\">\n                      <div class=\"post-teaser__img\">\n              <img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"200\" 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5.6967 1.75736L9.93934 6L5.6967 10.2426C5.40381 10.5355 5.40381 11.0104 5.6967 11.3033C5.98959 11.5962 6.46447 11.5962 6.75736 11.3033L11.5303 6.53033ZM1 6.75L11 6.75L11 5.25L1 5.25L1 6.75Z\"><\/path>\n            <\/svg>\n          <\/div>\n          <a href=\"https:\/\/e-dialog.group\/en\/news\/data-beats-opinion-15th-google-analytics-conference-showcases-the-ai-driven-future-of-performance-measurement\/\" aria-label=\"Data beats opinion: 15th Google Analytics Conference showcases the AI-driven future of performance measurement\"><\/a>\n        <\/div>\n                      <div class=\"posts-teaser__post-teaser post-teaser \">\n                      <div class=\"post-teaser__img\">\n              <img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"193\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Andrea-Swift-CEO-e-dialog-c-KatharinaSchiffl_processed-scaled-e1774942184682_Teaser-e1775203633305-300x193.jpg\" class=\"attachment-medium size-medium\" alt=\"\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Andrea-Swift-CEO-e-dialog-c-KatharinaSchiffl_processed-scaled-e1774942184682_Teaser-e1775203633305-300x193.jpg 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Andrea-Swift-CEO-e-dialog-c-KatharinaSchiffl_processed-scaled-e1774942184682_Teaser-e1775203633305-1024x659.jpg 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Andrea-Swift-CEO-e-dialog-c-KatharinaSchiffl_processed-scaled-e1774942184682_Teaser-e1775203633305-768x494.jpg 768w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Andrea-Swift-CEO-e-dialog-c-KatharinaSchiffl_processed-scaled-e1774942184682_Teaser-e1775203633305-1536x988.jpg 1536w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Andrea-Swift-CEO-e-dialog-c-KatharinaSchiffl_processed-scaled-e1774942184682_Teaser-e1775203633305.jpg 1707w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\">            <\/div>\n                                          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<\/div>\n<\/div>","protected":false},"featured_media":13759,"template":"","meta":{"_acf_changed":false},"categories":[445,450],"c-year":[47],"class_list":["post-13758","news","type-news","status-publish","has-post-thumbnail","hentry","category-analytics","category-technology","c-year-47"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Telef\u00f3nica extends analytics budget | e-dialog<\/title>\n<meta name=\"description\" content=\"Telef\u00f3nica Germany extends tracking &amp; data analytics budget with e\u2011dialog: GA4, 1st\u2011party data, cloud &amp; ML for post\u2011cookie tracking \u2713\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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