{"id":16809,"date":"2022-09-04T15:53:28","date_gmt":"2022-09-04T13:53:28","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=185511"},"modified":"2024-11-22T07:29:09","modified_gmt":"2024-11-22T06:29:09","slug":"la-managed-audience-coop-fornisce-le-sue-competenze-sui-dati","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2022-09-04\/managed-audience-coop-stellt-seine-datenkompetenz-zur-verfuegung\/","title":{"rendered":"Managed Audience: Coop mette a disposizione le sue competenze in materia di dati"},"content":{"rendered":"<p><img class=\"alignnone wp-image-185513 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/09\/Bildschirmfoto-2022-09-04-um-15.08.58.png\" alt=\"Coop Retail Media\" width=\"1625\" height=\"626\" \/>Gioved\u00ec Coop ha accolto oltre 270 partner commerciali e rappresentanti di agenzie al \"Coop Retail Media Update 2022\" presso il Centro Congressi di Basilea. Con questo evento, Coop ha voluto far conoscere ai presenti il suo ampio portafoglio di offerte nel settore dei media al dettaglio. \"Oggi molte campagne digitali vengono realizzate attraverso le agenzie, per questo \u00e8 importante che vedano cosa possiamo fare e come pensiamo\", ha dichiarato Thomas Schwetje, responsabile dei servizi marketing e digitali di Coop.<\/p>\r\n<p>In qualit\u00e0 di uno dei maggiori media marketer della Svizzera, Coop intende organizzare l'evento ogni due o tre anni in futuro. In occasione del primo \"Coop Retail Media Update\", il rivenditore di Basilea ha presentato anche una novit\u00e0. Con il prodotto \"Managed Audience\", Coop intende fornire ai propri partner i \"migliori gruppi target\". \"Con i nostri negozi e i nostri mondi online, siamo molto vicini al comportamento dei consumatori\", spiega Schwetje, il <a href=\"https:\/\/www.werbewoche.ch\/de\/kommunikation\/2022-08-22\/coop-thomas-schwetje-leitet-neu-formierte-direktion-digital-customer\/\">sar\u00e0 a capo della nuova Direzione Digital &amp; Customer a partire dal 2023.<\/a>.<\/p>\r\n<h3><strong>Nuovo approccio al gruppo target<\/strong><\/h3>\r\n<p>Se, ad esempio, un cliente come Feldschl\u00f6sschen vuole rivolgersi, per una campagna pubblicitaria, solo a persone che hanno recentemente acquistato birra o guardato un succo d'orzo online da Coop, il rivenditore pu\u00f2 ora fornire tali dati, anonimizzati e nel rispetto della protezione dei dati. \"Abbiamo anche informazioni su un gruppo target vegetariano, per esempio, o sappiamo tutto sugli acquirenti di pannolini\", dice il responsabile marketing di Coop. In totale, il rivenditore dispone di informazioni di base su oltre 5,4 milioni di persone.<\/p>\r\n<p>Per questo prodotto, Coop si basa su un'infrastruttura di marketing completa. \"Abbiamo sviluppato tutto da soli\", rivela Schwetje a Werbewoche.<\/p>\r\n<p>Con \"Managed Audience\", i dati di un gruppo target desiderato e precedentemente definito con precisione vengono messi a disposizione dell'agenzia media di un partner Coop in forma anonima. In questo modo, questo gruppo speciale di persone pu\u00f2 essere raggiunto con l'aiuto di una pubblicit\u00e0 adeguata direttamente sui portali dei media, ad esempio di <em>Watson<\/em>, <em>20 minuti<\/em> e <em>Vedi<\/em>ma anche tramite Youtube e altre piattaforme digitali. A tal fine, \u00e8 stata avviata una collaborazione con diverse societ\u00e0 di media. Il nuovo prodotto \u00e8 stato testato con diversi partner.<\/p>\r\n<p>Inizialmente, \"Managed Audience\" \u00e8 disponibile solo per le aziende che hanno almeno un prodotto quotato presso il rivenditore. Tuttavia, Thomas Schwetje pu\u00f2 immaginare di offrire l'innovazione anche ad altre aziende esterne, come banche o assicurazioni, in futuro.<\/p>\r\n<h3><strong>Fondere l'alfabetizzazione dei dati offline con il mondo digitale<\/strong><\/h3>\r\n<p>\"Ci aspettiamo una domanda considerevole da parte dei nostri partner\", afferma il 52enne. Google e Facebook dispongono di determinati dati di ricerca e di utilizzo dei loro clienti, ma Coop dispone di informazioni molto pi\u00f9 ampie sulla sua clientela fissa e registrata, in particolare sui comportamenti di acquisto specifici. \"Abbiamo una conoscenza molto completa dei nostri clienti\", rivela Adrian Steiger, responsabile dei servizi digitali di Coop. Da un lato, questo si basa sugli acquisti effettuati nei negozi Coop. D'altra parte, ogni anno vengono registrate 130 milioni di sessioni attraverso coop.ch e l'app Supercard, che forniscono ampie informazioni sul comportamento di utilizzo online.<\/p>\r\n<p>\"Managed Audience\" non sar\u00e0 la pi\u00f9 grande innovazione di prodotto nella storia di Coop, \"ma \u00e8 qualcosa di cui siamo molto orgogliosi\", sorride Steiger. Si tratta di un nuovo modo di rivolgersi ai gruppi target nell'ambiente digitale. \u00c8 tutta una questione di rilevanza, sottolinea l'esperto di analisi dei dati. Tutti trarrebbero beneficio da questa innovazione: I clienti, perch\u00e9 in futuro vedranno solo le cose davvero rilevanti per loro, ma anche i partner commerciali, che potrebbero utilizzare i loro budget in modo molto pi\u00f9 efficace. \"In sostanza, si tratta di unire la competenza dei dati offline con il mondo digitale\", cos\u00ec il 43enne di Coop riassume \"Managed Audience\".<\/p>","protected":false},"excerpt":{"rendered":"<p>Im Basler Congress Center hat Coop am Donnerstag \u00fcber 270 Gesch\u00e4ftspartner und Agenturvertreter zum \u00abCoop Retail Media Update 2022\u00bb begr\u00fcsst. Mit dieser Veranstaltung wollte Coop den Anwesenden sein grosses Angebotsportfolio im Bereich Retail Media n\u00e4herbringen. \u00abSehr viele digitale Kampagnen werden heute via Agenturen ausgespielt, weshalb es wichtig ist, dass diese sehen, was man bei uns [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Coop Retail Media","_yoast_wpseo_metadesc":"Coop pr\u00e4sentiert Managed Audience: Pr\u00e4zise Zielgruppenansprache durch umfassende Kundendaten. Gro\u00dfe Nachfrage erwartet.","articlekey":"","footnotes":""},"categories":[29],"tags":[3368,3369,3370],"class_list":["post-16809","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-20-minuten","tag-blick","tag-managed-audience"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Managed Audience: Coop stellt seine Datenkompetenz zur Verf\u00fcgung - Organisator<\/title>\n<meta name=\"description\" content=\"Coop pr\u00e4sentiert Managed Audience: Pr\u00e4zise Zielgruppenansprache durch umfassende Kundendaten. 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