The case study demonstrates how Playmobil improved its data quality and marketing efficiency through collaboration with JENTIS, Piwik PRO, and the implementation agency adesso. Precise data was especially critical during peak seasons like Black Friday and Christmas to allocate budgets effectively. An additional challenge was that the customer and the end consumer were often not the same person, making it more difficult to target the right audiences.
Server-side tracking with JENTIS and Essential Mode, first-party data could be collected anonymously and in compliance with regulations, even without user consent. Piwik PRO enabled detailed customer journey analyses, while integration with Salesforce increased data consistency to over 97%. The full case study highlights further results and how this collaboration supports Playmobil in the long term.
About Playmobil
Playmobil, part of the Horst Brandstätter Group, is a German toy brand known for imaginative playsets and quality craftsmanship. With a growing focus on e-commerce and D2C sales, the company aims to provide a seamless digital and physical retail experience globally.
Executive Summary
Playmobil implemented JENTIS server-side tracking to improve understanding of customer behavior and optimize marketing performance. The integration with Piwik PRO led to significant improvements in data accuracy and marketing efficiency.
Challenge
Playmobil faced critical issues with inconsistent data across its e-commerce and analytics systems, especially during high-sales periods like Black Friday and Christmas. Ad blockers and regulatory complexity (e.g., varying global privacy laws) hindered precise tracking and audience segmentation.
Results and Impact
Playmobil achieved over 97% data consistency between tracking systems, enabling:
- More accurate order and conversion tracking
- Better-informed, data-driven decisions
- Improved seasonal campaign efficiency
- Reduced advertising costs and better ad delivery accuracy
With JENTIS, we are now able to track over 97% of our orders. This success enables us to better understand customer journeys and address target groups more effectively.
