Koelnmesse Optimises Marketing with Integrated Data Platform

Koelnmesse Optimises Marketing with Integrated Data Platform

Case Study

Koelnmesse Optimises Marketing with Integrated Data Platform

Koelnmesse engaged KPS as a technical consulting and implementation partner, focusing on Google Cloud toolings, such as AI, modern data warehouse, and dynamic pricing.

Our colleagues can now work independently thanks to the integrated data platform. This not only increases efficiency but also enables better decision-making for the success of our trade fairs.
Joanna Krause, Team Lead Data & Marketing Technology, Koelnmesse GmbH

The challenge

Koelnmesse needed to integrate diverse data sources, including SAP-ERP, external systems, and customer experience (CX) data, to create a unified data foundation. With over 80 trade fairs, the solution had to meet specific event needs and improve cross-channel marketing comparability, enabling optimised budget reallocation and performance tracking.

The solution

KPS analysed Koelnmesse's data landscape and implemented an integrated platform using Google Cloud and SAP to consolidate diverse data sources. Tailored processes were created to capture and manage fair-specific data, ensuring the platform met the unique requirements of over 80 trade fairs, streamlining data integration and enhancing efficiency.

The result

The integrated data platform improved transparency and quality across marketing channels. Koelnmesse empowered key users to operate the system independently, boosting efficiency and decision-making. By integrating seven data sources, they saved 96 hours per month in manual tasks, enabling centralised data visualisation with ERP and CX datasets for better insights and strategic trade fair planning.

Koelnmesse Optimises Marketing with Integrated Data Platform

About Koelnmesse GmbH

Koelnmesse GmbH was founded in 1922 and is an internationally active trade fair and event company based in Cologne, Germany. The company offers a wide range of trade fairs and events in various sectors, including industry, trade, lifestyle, media and more. Koelnmesse’s customers are both exhibitors and visitors from all over the world.

 

  • Vertical/horizontal solution: Other

  • Primary project location: Germany

Would you like to learn more about specific AI applications and start your own project? Get in touch! We look forward to hearing from you.

Contact

KPS - AI & Data Activation

show less show more

Further Insights

Discover our blogs and more details on the topic

Koelnmesse Optimises Marketing with Integrated Data Platform

Koelnmesse Optimises Marketing with Integrated Data Platform

Koelnmesse engaged KPS to implement an integrated data platform to create a unified data foundation using Google Cloud and SAP.
Galeria drives revenue growth with dynamic pricing transformation

Galeria increases revenue with dynamic pricing transformation

Galeria chose KPS as its technical consulting and implementation partner for the introduction of an AI-based dynamic pricing tool.
Loyalty & customer data - a chicken-and-egg problem

Loyalty & customer data - a chicken-and-egg problem

Loyalty is an important factor in gaining loyal customers. How can companies get the customer data needed for a good loyalty programme? Read more in the blog.

Privacy settings

We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience. With your consent, we use cookies to analyse the usage of our website.

We also use cookies for marketing to help us measure the success of our marketing efforts. In the settings you will find detailed information about the individual cookies, and you can refuse the use of cookies.

You can change or revoke your selection at any time on any KPS.com page in the footer under Privacy Settings.

Essential Cookies

Essential cookies enable basic functions and are necessary for the proper functioning of the website.

Cookie Banner

  • Cookie Name: kps-privacy-settings
    Value: PrivacyLevel_0#a
    Storage Duration: 4 weeks
    Description: This cookie is required to save cookie settings. It is a purely technical cookie.

HubSpot:

  • Cookie Name: __hs_opt_out
    Storage Duration: 6 months
    Description: This cookie is used by the opt-in privacy policy to prompt the visitor to accept cookies again. It is set when you allow visitors to disable cookies. It contains the string "Yes" or "No."

  • Cookie Name: __hs_d_not_tracking
    Storage Duration: 6 months
    Description: This cookie can be set to prevent the tracking code from sending information to HubSpot. It contains the string "Yes."

  • Cookie Name: _hs_initial_opt
    Storage Duration: 7 days
    Description: This cookie is used to prevent banners from being displayed every time visitors access your website in strict mode. It contains the string "Yes" or "No."

  • Cookie Name: __hs_cookie_cat_pref
    Storage Duration: 6 months
    Description: This cookie is used to capture the categories a visitor has consented to. It contains data about those categories.

  • Cookie Name: __hs_gpc_banner_dismiss
    Storage Duration: 3 months
    Description: This cookie is used when the Global Privacy Control banner is dismissed.

  • Cookie Name: hs_ab_test
    Storage Duration: Until the end of the session
    Description: This cookie is used to ensure that visitors see the same version of an A/B test page they were shown previously. It contains the ID of the A/B test page and the ID of the variant selected for the visitor.

  • Cookie Name: __cfruid
    Storage Duration: Until the end of the session
    Description: This cookie is set by HubSpot's CDN provider in accordance with its rate-limiting policies.

  • Cookie Name: ___cfuvid
    Storage Duration: Until the end of the session
    Description: This cookie is set by HubSpot's CDN provider in accordance with its rate-limiting policies.

  • Cookie Name: ___cf_bm
    Storage Duration: Until the end of the session
    Description: This cookie is set by HubSpot's CDN provider in accordance with its rate-limiting policies.

Functional cookies

Functional cookies are used by third parties or publishers to display personalised advertisements. They do this by tracking visitors across websites.

Google Analytics

Cookie Name: _ga
Storage Duration: 2 years
Description: Used to distinguish between users.

Cookie Name: _gid
Storage Duration: 24 months
Description: Used to distinguish between users.

Cookie Name: _gat
Storage Duration: 1 minute
Description: Used to throttle the request rate. If Google Analytics is provided via Google Tag Manager, this cookie is named dc_gtm<property-ID>.

Cookie Name: hide-cookieinfo
Storage Duration: 30 days
Description: Cookie set for querying the cookies.

HubSpot

Cookie Name: __hstc
Storage Duration: 6 months
Description: The main cookie for visitor tracking. It contains the domain, the user token (hubspotutk), the first timestamp (of the first visit), the last timestamp (of the last visit), the current timestamp (for this visit), and the session count (increases with each subsequent session).

Cookie Name: hubspotutk
Storage Duration: 6 months
Description: This cookie tracks the identity of a visitor. This cookie is passed to the HubSpot software when submitting a form and is used for deduplicating contacts. It contains an opaque GUID to represent the current visitor.

Cookie Name: __hssc
Storage Duration: 30 minutes
Description: This cookie tracks sessions. It is used to determine whether the HubSpot software needs to increment the session count and timestamps in the __hstc cookie. It contains the domain, the number of page views (viewCount, increases with each page view in a session), and the session start timestamp.

Cookie Name: __hssrc
Storage Duration: End of session
Description: Whenever the HubSpot software changes the session cookie, this cookie is also set. It determines whether the visitor has restarted the browser. If this cookie is not present when HubSpot manages cookies, it is considered a new session. It contains the value "1" if present.

External media

Content from video platforms and social media platforms is blocked by default. If cookies from external media are accepted, access to this content no longer requires manual consent.

LinkedIn Tag

Cookie Name: bcookie
Storage Duration: 365 days
Description: Browser Identifier cookie to uniquely identify devices accessing LinkedIn to detect abuse on the platform and for diagnostic purposes.

Cookie Name: bscookie
Storage Duration: 365 days
Description: Used for remembering that a logged-in user is verified by two-factor authentication and has previously logged in.

Cookie Name: JSESSIONID
Storage Duration: Session
Description: Used for Cross-Site Request Forgery (CSRF) protection and URL signature validation.

Cookie Name: lang
Storage Duration: Session
Description: Used to remember a user's language setting to ensure LinkedIn.com displays in the language selected by the user in their settings.

Cookie Name: lidc
Storage Duration: 1 day
Description: To facilitate data center selection.

Cookie Name: sdsc
Storage Duration: Session
Description: Signed data service context cookie used for database routing to ensure consistency across all databases when a change is made. Used to ensure that user-inputted content is immediately available to the submitting user upon submission.

Cookie Name: li_gc
Storage Duration: 180 days
Description: Used to store consent of guests regarding the use of cookies for non-essential purposes.

Cookie Name: li_mc
Storage Duration: 180 days
Description: Used as a temporary cache to avoid database lookups for a member's consent for use of non-essential cookies and used for having consent information on the client side to enforce consent on the client side.

Cookie Name: UID
Storage Duration: 720 days
Description: Cookie used for market and user research.

Cookie Name: UserMatchHistory
Storage Duration: 30 days
Description: LinkedIn Ads ID syncing.

Cookie Name: AnalyticsSyncHistory
Storage Duration: 30 days
Description: Used to store information about the time a sync took place with the lms_analytics cookie.

Cookie Name: lms_ads
Storage Duration: 30 days
Description: Used to identify LinkedIn Members off LinkedIn for advertising.

Cookie Name: lms_analytics
Storage Duration: 30 days
Description: Used to identify LinkedIn Members off LinkedIn for analytics.

Cookie Name: li_fat_id
Storage Duration: 30 days
Description: Member indirect identifier for Members for conversion tracking, retargeting, and analytics.

Cookie Name: li_sugr
Storage Duration: 90 days
Description: Used to make a probabilistic match of a user's identity.

Cookie Name: _guid
Storage Duration: 90 days
Description: Used to identify a LinkedIn Member for advertising through Google Ads.

Cookie Name: BizographicsOptOut
Storage Duration: 10 years
Description: Used to determine opt-out status for non-members.

Cookie Name: li_giant
Storage Duration: 7 days
Description: Indirect identifier for groups of LinkedIn Members used for conversion tracking.

Cookie Name: oribi_cookie_test
Storage Duration: Session
Description: To determine if tracking can be enabled on the current domain.

Cookie Name: oribili_user_guid
Storage Duration: 365 days
Description: Used to count unique visitors to a website.

Cookie Name: ln_or
Storage Duration: 1 day
Description: Used to determine if Oribi analytics can be carried out on a specific domain.

Cookie Name: ar_debug
Storage Duration: Session
Description: Supports Google attribution reporting API integration to mitigate signal loss.

Lead Forensics

Cookie Name: __lfluuid
Storage Duration: 10 years
Description: The _lfuuid cookie allows a website to track visitor behavior on the sites on which the cookie is installed. Tracking is performed anonymously until a user identifies himself by submitting a form.

Changing privacy settings

Imprint

Data protection statement