Hurbert Burda Media (HBM) is one of largest media companies in Germany, based in Offenburg, Munich and Hamburg. 10 300 employees have generated external sales of € 2.5 Billion in 2014. € 1.3 Billion were accounted for “Digital brands national”, € 649 Million for “Media brands national”, € 330 Million for “Media brands international”, and € 158 for “Print”.

According to their 2014 financial report, HBM considers itself an internationally operating media company providing products strongly built on their users’ needs. HBM claims a leading position in the media industry by successfully selling more than 500 media products to other countries than Germany, too.

On their way towards a consumer-oriented company, HBM is collecting a variety of information concerning the behaviour of their 27 Million unique users. More than 100 domains are attached to the HBM network, including magazines such as Playboy and Chip and social networking platforms like ElitePartner.de and Xing:

HBM Konzern

HBM Big Data Network: more than 100 domains attached.

HBM services and the occurring traffic are generating vast amounts of data:

  • 3 Terabyte of raw data per month
  • 35 Billion events per year
  • 3 Billion events per month
  • 779 Million active cookies/year
  • 711 Million page views during November 2014
  • Up to110 Million unique cookies per month
  • 400 Million usage data profiles saved
  • 114 Million unique users per month
  • ~27 Mio. usage data profiles

HBM is harnessing its Big Data to come up with several added value services:

HBM Services (en)

To create value from Big Data it is necessary to employ and coordinate skilled professionals and latest technologies:

HBM Ökosystem (en)

You may remember my previous articles on Shazam, Ray Ban and Netflix. Those three Creative Industries related companies display a common denominator: distinctive customer orientation built on predictive analytics. HBM is providing us with the background and mechanisms in taking advantage of Big Data. A data-based customer personalization requires an extensive management of customer experiences on all available digital channels. IT-solutions such as predictive analytics is the state-of-the-art tool for decision makers to develop promising Big Data projects.

Sources:

  • Gerhard Thomas: „Big Data bei Hubert Media“, Münchner Kreis: Fachkonferenz „Medienindustrie neu interpretiert“, 12.5.15.
  • Hubert Burda Medien Holding Kommanditgesellschaft: Konzernabschluss 2014.
Erich Renz

Posted by Erich Renz

Ever since he took up his studies of the Creative Industries in Mannheim (GER), Erich has been devoting himself to the impact of arts, media and design on both society and economy. His pursuit of research brought Erich to Brisbane (AU) and Amsterdam (NED). At Queensland University of Technology he assessed Indonesia’s government-led creative-transformation. Furthermore, he published a paper on creative city making at the University of Applied Sciences in Amsterdam in which he examined the influence of creative and knowledge-workers on Amsterdam’s thriving “Knowledge Mile”. In doing so, he developed a toolkit for analysing business models of enterprises based solely on information available on their respective online presence. Meanwhile Erich has returned to Munich (GER) to finish his Master’s thesis on data-driven product and business model development in the Creative Industries.

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