No data silos at Tirol Advertising: As of now addressing target groups through technology

  • to analyse Tirol Advertising’s website target group (at
  • For the first time, the website audience will be described using Digital Sinus-Milieus®
  • Forthcoming delivery of website content based on socio-demographic characteristics and predicted interests, even for first-time visitors

Berlin, 24.02.2015. As of now,, Europe’s leading specialist in digital target group marketing and brand engagement measurement, analyses the website visitors of the Premium Tourism Brand Tirol ( and, thus, enables a description of the website audience according to target group criteria as well as a target group specific content optimisation for first-time visitors in particular. The mutual strategy calls for specific measures: starting from a website analysis, to a description by using Target Group Insights and Digital Sinus-Milieus®, leading to an optimised data-driven target group approach. This approach is particularly innovative due to the fact that enriches the website analysis of Tirol Advertising with Digital Sinus-Milieus®. Consequently, milieu-based insights are gained which are useful for addressing target groups effectively.’s holistic approach for Tirol Advertising starts with gathering the specific information, e.g. socio-demographic data and the audience’s Digital Sinus-Milieus®, split accordingly to the distinctive website categories. The next step is to determine customised target groups through data-driven modelling. Tirol may specifically employ the Digital Sinus-Milieus® for a digital or cross-media approach. By use of Content Targeting, the information obtained can then be used for delivering website content - particularly enabling a target group-specific approach of first-time website visitors. De facto, this represents a new way of content personalisation: is, for example, able to recognize  “cycling enthusiasts” and to automatically present relevant bicycle-related content, even though these users have never had a look at’s cycling topics beforehand.

For two years now the “adaptive website” has been a strategic goal for Eckard Speckbacher, Head of Media and Content at Tirol Advertising: “The adequate presentation of Tirol’s content is the logical next step in the further development of our online presence. We are very glad to have found a technology partner like which created the necessary premises.” The cooperation with the Sinus-Institute is an additional highlight. “To classify the audience into Digital Sinus-Milieus® leads to a validation and a recalibration of our target group approach based on our own measurement in our own environment for the first time.” According to Speckbacher, this outcome provides the basis for an innovative, facts-based communication concept for Tirol Advertising.

Anna Cremers, Director Data Science at, emphasises the added value contributes to the partnership through its detailed target group reports. “Among others, we have been analysing the website sections tourist attractions, family, hiking as well as skiing / snowboarding, and we gained relevant results. We discovered that, for instance, across all categories the users were represented by an above-average number of women. Similarly, the share of households with children of both pre-school and school age was remarkably high.”


About Tirol Advertising:

With more than 10 million visitors from over 50 countries and nearly 45 million overnight stays, Tirol is one of the leading holiday destinations in the Alps. Based in Innsbruck, Tirol Advertising GmbH is the tourism marketing organization in the country. Among their main responsibilities are the management of the brand Tirol, further development of its image and international reputation, as well as Tirol’s positioning as the most attractive location of power and sports in the Alpine world. In addition, tourism marketing, visitor’s information and basic tasks such as market research are included in their core functions. In 2014, Tirol’s tourism advertising celebrated their 125th anniversary.


About – Europe’s Audience Experts: was founded in 2006 and is Europe's largest targeting platform with cutting edge real-time technology for audience targeting, efficient brand advertising and data management. Powered by machine learning, the company enables its partners to deliver highly target group-specific digital advertising for display, video and mobile advertising - on direct sales or programmatic platforms. Furthermore, advertisers and website operators benefit from a substantiated analysis of their user groups, as well as targeting of relevant content. For its unique data protection approach, has been awarded several privacy certificates such as the EDAA Trust Seal and the ePrivacyseal by ePrivacyconsult GmbH in recognition of its exemplary Online Behavioral Advertising. is a company of Deutsche Post DHL since 2010 and has a number of strategic partnerships with global players including VivaKi, Carat & OMG on the agency side, publishers such as Axel Springer Media Impact, OMS and Bauer Media as well as advertisers like Burger King, bwin, L'Oréal, Kellogg's & Hewlett Packard. has offices across Europe including Berlin, Warsaw, Paris, Copenhagen, Oslo and Milan.

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