Bertelsmann Tech & Data
Cloud, data, artificial intelligence – these are the key technological areas the new Bertelsmann Tech Agenda focuses on. The core task of the Technology and Data Advisory Board is to mainstream the Tech Agenda. It strategically sets the tone for Bertelsmann in matters of technology and data, while at the same time ensuring transparency and exchange, pooling know-how, jointly solving challenges and initiating cross-divisional projects. The goal is to promote a tech-friendly and forwardlooking environment at Bertelsmann.
Bertelsmann Content Alliance
The members of the Technology and Data Advisory Board.

Global Sharing in the “Data Exchange” Network

The “Data Exchange” initiative brings together data specialists from all Bertelsmann divisions. They share their expertise, coordinate priorities in matters of the cloud, data and artificial intelligence (AI), and plan cross-divisional projects. At meetings and hackathons, they also discuss very specific use cases for Bertelsmann, such as AI-controlled analyses, voice-controlled search functions for video content, and automated podcast listening recommendations. The network of experts now has more than 400 members worldwide and meets regularly in Europe and the United States.

Tomorrow’s Data Scientists

Bertelsmann’s “Median Data Science Program” addresses prospective data specialists from leading universities in hopes of recruiting them to help implement the Group’s tech agenda. Bertelsmann offers young talents with a passion for data science, statistics, applied mathematics, physics and IT an ambitious, internationally oriented career program that runs for 15 months. Those who qualify get to know at least three projects in various corporate divisions alongside Bertelsmann’s data professionals, and can play an active role in the projects. The first five tech talents successfully completed the trainee program in 2019.

Bertelsmann Content Alliance
The participants of the first round of the “Bertelsmann Median Data Science Program.”
Bertelsmann Content Alliance
The platform also supports companies who want to do business with large volumes of data.
Bertelsmann Content Alliance
The “Bertelsmann Collaboration Platform” already contains applications relating to artificial intelligence.
The path to the cloud is a focus topic in the Bertelsmann Technology Heatmap.

A Cloud-Based Marketplace for More Collaboration

Cloud solutions help Bertelsmann optimize workflows and IT structures by achieving closer collaboration on data analysis tools and software development across the Group. The central point of contact is the cloud-based “Bertelsmann Collaboration Platform,” which serves as a marketplace for sharing technical solutions. Here, IT solutions that have proved helpful in one company can be presented and shared across the Group.

Book Meets High-Tech

At first glance, printed books don’t necessarily have much to do with digital data networks – and yet topics such as the cloud and artificial intelligence are increasingly becoming success factors for publishers as well. For example, books – whether printed books, e-books or audiobooks – can be given optimal placement in online shops by using metadata such as keywords. Efficient data analysis and the use of artificial intelligence are of crucial value for title marketing at Penguin Random House as well. Since 2019, all the Group’s publishers have been able to use the cloud-based “Global Data Hub” platform for even better integration of intelligent data and IT solutions into the publishing business.

With these and other initiatives, Penguin Random House has attained the rank and reputation of being the undisputed tech leader in the book industry. Downstream from the creative process on the part of the publishing house’s authors and editors, the books’ pricing in online bookstores, as well as storage, distribution and shipping, are now managed worldwide by sophisticated IT.

Bertelsmann Content Alliance
Artificial intelligence dynamically adjusts the prices of 80 percent of the digital catalog.
Bertelsmann Content Alliance
In the “Marketing Cloud,” every plausible step of a so-called “Multichannel Customer Journey” can be planned, automated and – depending on the customer’s behavior – played out.

Big Data for More Subscriptions

A “Brigitte” reader who listens to crime-thriller podcasts and has repeatedly entered competitions to win trips to Sylt might well be interested in a “Stern Crime” subscription or the “Geo” calendar “Germany’s Most Beautiful Landscapes.” The media company’s sales experts are relying on cloud-based systems and artificial intelligence to ensure that the publishing house’s customers receive precisely such targeted suggestions for other Gruner + Jahr products.

Since 2019, Gruner + Jahr has worked with the cloud computing provider Salesforce to analyze existing customer data in compliance with the GDPR, using networked cloud systems for such purposes as marketing, campaign and recommendation management. This involves planning various possibilities for further interaction in advance, starting from a given contact point. In the next step, cross-media advertising measures are then automatically played out. From custom shop offers to bespoke customer service conversations, this makes it possible to improve both customer satisfaction and the likelihood of a purchase.

At the Top of the Supply Chain Data Mountain

Arvato Supply Chain Solutions uses the advantages of data analysis and artificial intelligence to increase the efficiency, speed and cost-effectiveness of logistics processes. Two data science teams retroactively analyze all data generated along the value chain – by end customers, clients, suppliers and transport service providers – for possible weak points.

It may be noticed, for example, that a product offered online is ordered frequently, but repeatedly returned due to a misleading item description. Such a weakness can be quickly remedied manually – but given the 950 million shipped items and more than 10 million returns that pass through Arvato’s logistics sites each year, the potential of such automated improvements becomes clear.

If a customer orders the identical dress in two different sizes, there is a high probability that one of them will be returned. Algorithms recognize such patterns and help subsequently optimize process chains, routes in the warehouse, storage space and personnel requirements.

Know in advance how many packages roll round: with the help of algorithms it’s possible to calculate forecasts of order volumes, among other things.
Bertelsmann Content Alliance
Bertelsmann Content Alliance
The European netID Foundation’s netID is a neutral login standard that allows Internet users to conveniently log in to various websites using one central account. The netID account lets them easily and securely manage their personal information and consents in one central place. Transparency and data protection are always the main focus. The European netID Foundation was established by Mediengruppe RTL Deutschland, ProSiebenSat.1 and United Internet. Today, many other partners, including Gruner + Jahr, “Süddeutsche Zeitung” and the DPD parcel delivery service, use netID.

As an independent body, the European netID Foundation supports Internet offers across all industries in implementing the new European data protection legislation, and thus offers a European login alternative to international offers.