Leinfelden-Echterdingen/Stuttgart, July 31, 2026 – Every media product has its own target audience. What works for a regional daily newspaper is by no means guaranteed to be successful for specialized information or digital offerings.

For the U+U Group—which publishes, among other titles, the *Staatsanzeiger* and the *Ludwigsburger Kreiszeitung*—the challenge was to precisely reach the relevant target audiences for subscription and marketing campaigns. After all, the success of a campaign depends on addressing precisely those people for whom the respective offer is actually relevant.

For over two years, Capaneo has been supporting U+U with data-driven target audience selection, thorough data cleansing, and target-audience-specific email campaigns. This results in highly tailored campaigns based on high-quality data, aligned with U+U’s requirements and goals.

Challenge

In the publishing industry, the success of subscription and marketing initiatives depends on how effectively the target audience is addressed: Different media products (print, digital, specialized information) require clearly defined target audiences and tailored communication strategies.

For U+U, the focus was therefore on:

• to target private households precisely
• to reach relevant B2B target audiences (companies, public institutions, decision-makers) in a structured manner
• Reducing wasted reach and scaling campaigns in a predictable manner

Solution: A combination of data, quality, and campaign support

Capaneo supports U+U with a data-driven approach that seamlessly combines consumer and B2B targeting.

Target audience selection based on individual criteria
Selection of consumer and B2B addresses based on, among other things:

• Region and Catchment Area
• Industries and Company Characteristics
• demographic factors
• Potential for Use / Relevant Segments

Data Quality as a Key Success Factor
All data is systematically checked and cleaned in advance—including to identify people who have moved, deceased individuals, duplicates, and those who have opted out of advertising
–> Result : higher deliverability and lower wastage.

Supplementary Email Campaigns
In addition to providing data, Capaneo implements target-audience-specific email campaigns to further increase reach and response rates.

Flexible Implementation & Reliable Delivery
U+U receives the required address lists in compliance with data protection regulations and on time—tailored to the campaign objective, product, and region.

Added Value for U+U

This partnership provides U+U with a scalable foundation for successful campaigns:

• More precise targeting of audiences in the consumer and B2B sectors
• Measurably better campaign performance:
• Double-digit percentage increase in response rates
• A significant reduction in the return rate, accompanied by a sustained increase in the delivery rate
• Significant growth rates in conversion within the subscription funnel
• Reduced wastage thanks to verified and cleaned data
• Flexible scalability across products, regions, and campaigns
• A reliable data foundation for long-term marketing and sales planning

Conclusion

With Capaneo as its data and campaign partner, U+U enhances the effectiveness of marketing and subscription campaigns. Through precisely selected consumer and B2B data, along with accompanying email campaigns, the company is able to effectively reach relevant target audiences—efficiently, scalably, and sustainably.

“Capaneo has been providing us with reliable support for over two years in targeting our readers and business customers. Carefully selected consumer and B2B data, along with accompanying email campaigns, form the foundation of our successful marketing efforts.”

Matthias Rühle
Head of Reader Market, Reader Services, and Customer Center, Ludwigsburger Kreiszeitung

Leinfelden-Echterdingen/Stuttgart, July 30, 2026 – TVB Stuttgart, a Handball Bundesliga club, is using the AI-based sponsor agent from Capaneo’s data intelligence platform, udo. The agent analyzes potential sponsor companies, develops probabilistic target audience profiles based on this analysis, and compares them with TVB’s consolidated club data. This provides the sponsorship sales team with concrete insights into how many fans and contacts align with a company’s target audience. Instead of generic reach promises, the club can now base its sponsorship offers on reliable target audience information.

BACKGROUND

TVB Stuttgart has begun consolidating and cleaning its data in udo. Fan, ticketing, membership, and reach data—which were previously scattered across various systems and lists—have been consolidated into a clean, unified database in udo. This gives the club, for the first time, a reliable overall picture of its reach—the foundation for everything that follows.

CHALLENGE

In sponsorship sales, the traditional selling points have been visibility, emotion, and gut feeling: perimeter advertising, jersey branding, and arena atmosphere. What companies expect today, however, are solid answers to a simple question: Am I actually reaching my target audience through the club—and if so, to what extent? Until now, very few clubs have been able to provide exactly that answer.

THE SOLUTION: THE SPONSORSHIP AGENT IN UDO

The sponsorship agent supports TVB’s sales team in three steps:

1 Company Research. The agent researches the potential sponsor company: industry, products, positioning, regional presence, and typical customer base.

2 Probabilistic target group. Based on this information, the agent creates a probabilistic target audience profile—a probability model that identifies which people are relevant to the company as customers. The probabilistic approach is not a detour, but rather a prerequisite: Neither TVB nor udo has access to the sponsor’s customer data—nor do they need it. The AI derives the target audience profile solely from company research. This makes the approach immediately applicable for any company, without any data exchange whatsoever. At this stage, the profile is a well-founded hypothesis.

3 Mapping to the TVB data. Now comes the crucial step: The agent maps the probabilistic profile to the consolidated, real-world club data in udo. The probabilistic assumption becomes a verifiable statement—namely, how many of TVB’s fans and contacts actually match the company’s target audience.

The result: The sales team no longer approaches prospects with a generic sponsorship brochure, but rather with a deterministic line of reasoning — by mapping to real data, a probabilistic approach becomes a data-driven, robust statement tailored to the specific company and backed by concrete reach figures for the club’s sponsored products.

SUCCESS

The level of preparation and depth of argumentation fundamentally change the nature of the discussions. A traditional sponsorship pitch becomes a business discussion among equals: The TVB can demonstrate the target audience reach associated with each sponsored product.

“The feedback from sponsors has been overwhelming. Companies have rarely seen such a strong case and level of preparation from other clubs.”
Martin Jux, B2B Sales and Partner Management, TVB 1898 Handball GmbH & Co.KG

CONCLUSION

The TVB Stuttgart case study demonstrates what’s possible when a club consolidates its data and makes it usable in a smart way: With udo, scattered data sets are transformed into a clean database—and with the Sponsor Agent, a sales tool that turns reach into measurable metrics. Sponsorship thus shifts from gut instinct to data-driven decision-making.

udo is Capaneo’s data intelligence platform. It consolidates, cleans, and refines corporate data, making it directly usable in day-to-day operations via AI agents.

B2B under control – B2C still has a lot of potential

La Biosthétique Paris is internationally renowned for high-quality cosmetic products and works exclusively with owner-managed hairdressing and beauty salons. Over-the-counter sales are flourishing – but the B2C online store in 13 countries has fallen short of expectations.

The challenge:

• Hardly any internal resources for e-commerce analysis
• No networked data landscape (many silos)
• High proportion of guest orders suspected
• Only limited customer insights – no segmented approach
• No business intelligence or automated processes

The goal was clear: more sales in the online store, targeted new customer acquisition and activated existing customers.

The solution: Data Value Management with udo

With the support of Capaneo GmbH (formerly Schober Information Group Deutschland GmbH), La Biosthétique decided to use the udo data value management platform.
The path to data-driven e-commerce excellence was paved in four consecutive steps:

Specifically: Data Value Management in four stages for La Biosthétique:

#1 Data cleansing & integration

• Consolidation of fragmented data sources (CRM, ERP, e-mail system)
• Duplicate matching, address correction, plausibility checks
• Basis for clean customer scoring

Advantage: The cleansed data is later used as a learning data set for AI-based lead prediction

#2 Data enrichment

• Expansion to include external consumer characteristics, interests, purchasing power, etc.
• Link to Capaneo database: over 70 million consumer profiles
• Differentiation between occasional vs. regular customers (who are the guest shoppers?)

Advantage: The broader the database, the better the AI

#3 Segmentation & Customer Insights

• Development of four behavior-based customer segments such as:
  • Segment 1 – The Occasional Explorer (rare customers)
  • Segment 2 – The Loyal Enthusiast (committed, regular customers)
  • Segment 3 – The Lapsed Loyalists (reactivatable ex-buyers)
  • Segment 4 – The Devoted Connoisseur (loyal frequent buyer)
• Use of AI & machine learning for purchase probability analysis

Advantage: Better understanding optimizes the approach

#4 Campaign automation & personalization

• Automated, segmented e-mail routes
• Reminder campaigns: e.g. “Is your shampoo empty?”
• Cross-selling, seasonal topics & next-best-product recommendations
• Reduction of guest purchases through new checkout & account focus

The results: Clearly measurable – and convincing

La Biosthétique was already able to make significant progress in the first year after the start of the project:

• Significant increase in sales in the B2C online store
• +9.88 % higher basket value
• Reduction of guest purchases through optimized checkout
• Establishment of company-wide B2C controlling
• Roll-out to France & Italy – other countries to follow

The journey continues: self-learning systems & continuous progress

With udo, La Biosthétique has not only implemented a technical solution, but also anchored a new data-driven mindset in marketing. The algorithms used are continuously improving – through real customer reactions, intelligent segment shifts and dynamic campaign adaptation.

Conclusion

With Capaneo as a partner, La Biosthétique was able to sustainably drive its transformation in the B2C business – with clear results and a scalable infrastructure for future growth.

“With udo, we not only got to know our customers better – we now understand them better.
Thanks to data-based marketing, we communicate more individually, more relevantly and more efficiently.
This allows us to create real proximity, address needs more specifically and offer tailor-made solutions.
The result: significantly stronger customer loyalty and noticeably more sales.”

– Edwin Teiber, Head of E-Commerce, La Biosthétique Paris

Curious about how your company can benefit from udo?

Talk to us. We’ll show you how data value management can boost your sales with automated processes.

Based on these requirements, Capaneo’s data governance and customer data platform, udo , was adapted to the specific needs of alltours. After just a short time, alltours received a customized solution to automatically send emails with various marketing and sales targets. An AI-based target group selection ensures precise campaigns that are tailored to the respective customer behavior.

Customer goals and the solution: efficient use of data and a targeted approach

Among other things, alltours wanted to gain better insights into general booking behavior in terms of travel frequency and travel type in order to be able to tailor better offers to its customers. In addition, inactive customers were to be reactivated and the use of the alltours app increased.

The solution consisted of the individual adaptation of udo in the areas of data consolidation with underlying database, data cleansing and refinement as well as general data maintenance. With the data universe integrated in udo, which comprises 58 million consumer data with numerous characteristics, the alltours data can be enriched with valuable additional information in a targeted manner. This not only enables immediate and comprehensive insights into the company’s own customers and prospective customers, but also precise customer segmentation. In addition, the platform provides valuable insights into topics such as travel duration, booking times and changes in booking habits due to the coronavirus pandemic.

The added value for alltours: Sustainable business success through modern marketing processes

The introduction of udo brings numerous advantages for alltours:

• More bookings and sales: Thanks to targeted e-mail campaigns tailored to customer needs, the number of bookings and sales have already increased.
• Customer retention and new customer acquisition: Personalized approaches help to strengthen existing customers and successfully win back inactive customers.
• Modern marketing database: As a data-based platform, udo enables fully automated campaign management and rapid adjustments in real time.
• AI-supported target group selection: The machine learning algorithms anchored in udo can draw on a more relevant database thanks to the integrated Capaneo data universe (formerly Schober). More precise segmentation allows campaigns to be designed even more effectively.
• Efficient cross-selling: campaigns automated in udo enable cross-selling offers such as travel insurance, which act as an additional sales driver.

“Thanks to the cooperation with Capaneo GmbH, alltours was able to noticeably optimize its customer management and establish a flexible, automated solution that sustainably increases sales and customer satisfaction,” says Dr. Georg Welbers, Managing Director of Marketing and Sales at alltours. Martin Brahm, Managing Director of Capaneo, adds: “We are very pleased about the successful cooperation with alltours and still see a lot of potential for the further development and optimization of the marketing processes.”

With this partnership, Capaneo and alltours are demonstrating how data-based solutions can sustainably increase the efficiency and effectiveness of modern marketing strategies.

Stuttgart, February 02, 2021 – Schober Information Group Deutschland GmbH is implementing the sales digitization of technical wholesaler bevo GmbH with udo (universal data orchestration). The specialist for water technology wants to grow strongly in the digital business and has introduced udo for this purpose. Since June, the project team has implemented numerous applications on udo that relieve the burden on salespeople: new leads, better lead nurturing, more conversion. In addition, sales automation frees up significant resources for more intensive customer support.

“…the way to the customer faster and shorter”.

Sales in technical wholesale have changed significantly in two respects: “On the one hand, product sales have been replaced by solution sales. Secondly, our customers are communicating more online. Therefore, bevo has decided to grow digitally. With Schober, we are making the path to the customer faster and shorter,” says Frank Bieletzki, Managing Director of bevo Vertriebs GmbH. The company sells water technology for use in gardens, agriculture, building and environmental technology or even in plant construction. This makes new customer acquisition enormously time-consuming, because bevo targets customers in very different niche markets – garden and landscape contractors, pool builders, farmers and industrial architects. The solution: Sales and marketing automation with udo, the Customer Data Platform “PLUS” from Schober.

Sales and marketing automation: cross- and upselling

Acquiring new contacts for sales more easily and shortening the path from the first contact to the sale – with these goals, bevo opts for Schober after a three-month test. With udo, the technical foundation for automating sales and marketing has been laid. Nine applications are currently projected, five are already in use, and others are being planned. In this way, udo specifically identifies opportunities for cross-selling and upselling. Analytics and AI identify revenue-driving product combinations from order data and purchase history. If you buy PE pipes, for example, you also need glue. If he doesn’t buy it right away, udo sends a trigger email with offers. For more complex options, the contact goes to a sales consultant.

New customers, but 90 percent less effort

Another udo application optimizes the acquisition of new customers – for example in the niche market of automated garden watering. Before udo (and Covid-19), bevo held nationwide roadshows with training sessions on this. Today, udo automatically identifies market potential and new customers. An additional advantage: leads can be tapped directly via features from the online world before they are invited to webinars and trained. Only then do salespeople make personal contact and advise on finding solutions until the sale is closed. Managing Director Bieletzki makes a clear calculation: “We used to need around 100 working days for the roadshow; with udo we generate the same number of customers in ten working days. That’s 90 percent less effort.”

More applications from udo

bevo continues to automate its marketing and sales activities with other applications based on udo. In addition to web analytics, cross-channel tracking and next-best-action trigger campaigns, there are high expectations for a lead scoring project. Assessing actual sales opportunities ensures clear prioritization of sales activities and higher productivity, says Frank Bieletzki.

“With udo, we are significantly increasing our digital sales. We expect to generate up to 2,000 additional leads per year. The path to the customer is shorter and faster, which is a convincing result from the cooperation with Schober,” says Frank Bieletzki, Managing Director of bevo Vertriebs GmbH.

“bevo has set new standards in data-driven sales. In doing so, udo offers the B2B water specialist the right technological basis to digitize even the particularly high requirements in a very specialized market environment,” says Martin Brahm, Managing Director of Schober Information Group Deutschland GmbH.

bevo received the Digital Champion Award from DIGITAL X (an initiative of Deutsche Telekom and WirtschaftsWoche) for its innovative move to introduce digital processes and use them profitably. The reason: “By digitizing its sales and marketing processes and automating lead scoring, i.e. determining the willingness of potential customers to buy, bevo has significantly improved its processes. The time gained can be used to support existing customers.”

Image source: bevo

Whether in the garden or in agriculture, in building and environmental technology or in plant construction, bevo is the professional partner for projects in water technology. As part of the European MegaGroup, bevo benefits from a broad product portfolio, a modern logistics infrastructure and over 75 years of experience in water technology. With over 20,000 products, the range offers the right solution for all water technology needs. A dedicated service team is available to advise on the selection of suitable components and their installation. For more information, please visit: www.bevo.com