Telefónica. Digital technological strategy

Introduction

As part of the fundamental evolution of Telefonica’s digital marketing, BMIND has collaborated in the definition of the necessary technological ecosystem to ensure compliance with the strategic goals in place. Key pieces to this ecosystem are the data management platforms (DMPs), as well as the allocation tool. BMIND has been with them since the beginning, when starting out with the RFI, helping in the gathering of business requisites and their translation to “technological characteristics” that the platforms needed to fulfil for their implementation. The collaboration has extended beyond the selected project, as we later participated in the definition of a methodology that will allow for other countries to take on these projects, while guaranteeing uniformity and taking advantage of the lessons learnt.

Description

BMIND has developed a methodology called EASE (based on Understanding, Openness, Selection and Use) which allows TEF to execute the full project cycle with the necessary guarantees to ensure success. At the same time, the methodology has been adapted for its application in the different LATAM markets where TEF operates. The necessary tools have been developed in order for TEF to be able to apply the methodology in an autonomous way. The scoring tool is an example, which allows for the evaluation of different tools based on the scale of compliance with set business goals and bearing in mind the consideration applied to different resulting criteria of the definition of use cases, which the technologies answer to.

  • icon_circles

    PMO Adtech

    TEF asked BMIND for the definition of a work methodology that would ensure success in the execution of the mDMP and ACM projects. As a fundamental part of this methodology, BMIND deployed a PMO responsible for guaranteeing the use of the projects and for training the TEF teams that would be responsible for operations in the medium term.


lines_2

Related projects

Got a project? Let’s get started

iso

Services

End to end capability over data life cycle. Ensuring alignment between effort and return building Data & Tech ecosystems adapted to each client requirements impacting on business in a short, mid and long term.

Technologies

Best of bread technologies on the MarTech & AdTech echosistem tailored to build client solutions

DMP
DSP
CRM
AD SERVER
ANALYTICS
ATT MODELING
BI
TAG MANAGER
TESTING & FERS