EASY-M X BORUSSIA MÖNCHENGLADBACH
A single point of truth for the FohlenElf
EASY.TRACKING CASE STUDY
Data ownership on the Lower Rhine
In professional football, reliable analysis of digital fan interactions has long been a cornerstone of marketing controlling. For Borussia Mönchengladbach, a clean data foundation is the strategic basis for evaluating campaign success across all channels.
With easy.TRACKING, the club closes the technology gap between the first ad click on social media and the final report in its BI software, Tableau. The automatically processed raw data acts as a platform-independent reference that resolves discrepancies between ad managers and delivers validated attribution data instead.
These insights flow straight into the club's marketing BI without any manual effort. This gives the online marketing team full control over budget allocation again, so it can direct investment precisely where it demonstrably creates the most value.
With easy.TRACKING, the club closes the technology gap between the first ad click on social media and the final report in its BI software, Tableau. The automatically processed raw data acts as a platform-independent reference that resolves discrepancies between ad managers and delivers validated attribution data instead.
These insights flow straight into the club's marketing BI without any manual effort. This gives the online marketing team full control over budget allocation again, so it can direct investment precisely where it demonstrably creates the most value.
Cross-channel journey
Complete attribution of every touchpoint through to conversion
ROAS validation
Better data through signal enrichment
Signal health
Data completeness after browser & ad blocker filtering.
Maximum efficiency for online marketing
Signal recovery
> 25 %
No more data loss. Switching to first-party tracking significantly increased the measurable volume of fan interaction data. EASY-M closes the gaps caused by ad blockers and browser settings and delivers a complete picture of the customer journey.
Manual effort
0 minutes
Maximum reporting efficiency. Fully automated consolidation of all data streams cuts the manual effort for data preparation to zero. The team now manages campaigns based on validated real-time data instead of tedious manual comparisons.
Data ownership & GDPR compliance
100 %
With EASY-M, Borussia stays in control of its most valuable asset at all times: its own data. The local server-side solution makes the club 100% independent of third-party cookies and global platform restrictions.
BRAND EXPERIENCE
Your platform. Your look.
Data ownership also means visual ownership. EASY-M's flexible white-label interface blends seamlessly into Borussia Mönchengladbach's corporate identity. The result is a working environment that not only builds trust but also drives lasting, team-wide acceptance of validated data.
DEEP DIVE
The highest level of data quality
Better data. Better decisions. Better scaling.
// 01 - SIGNAL QUALITY
Maximum signal quality for VfL 1900
Conventional browser pixels lose up to 30% of relevant data due to ad blockers and restrictive privacy settings. Borussia Mönchengladbach eliminates this uncertainty with complete first-party data collection.
The server-side logic of easy.TRACKING stabilises the signal right at the source. The result is a near 1:1 representation of all fan interactions, with an accuracy of over 98% and completely independent of third-party cookies.
The server-side logic of easy.TRACKING stabilises the signal right at the source. The result is a near 1:1 representation of all fan interactions, with an accuracy of over 98% and completely independent of third-party cookies.
// 02 - DATA HUB
A central hub for marketing
Data is only valuable if it is available where decisions are made. EASY-M acts as a central connector that automatically feeds the cleansed raw data into the club's own Tableau system.
Instead of isolated data silos in Google or Meta, the club works with a consolidated data foundation. This enables in-depth analysis across all touchpoints, entirely in real time and without manual exports.
Instead of isolated data silos in Google or Meta, the club works with a consolidated data foundation. This enables in-depth analysis across all touchpoints, entirely in real time and without manual exports.
// 03 - SPEED
Real-time data for instant decision-making
In professional sports marketing, there are moments when waiting until tomorrow for data is not an option. Whether it's a jersey launch, a matchday or a limited-time ticket offer: when thousands of fans are buying at the same time, the marketing team needs instant visibility into conversion performance.
While conventional tracking methods often come with a system-related delay of many hours, easy.TRACKING delivers data directly and in real time to Borussia's analytics systems.
While conventional tracking methods often come with a system-related delay of many hours, easy.TRACKING delivers data directly and in real time to Borussia's analytics systems.
// 04 - LEGAL CERTAINTY
Privacy by design:
full data sovereignty
Data protection is the top priority. EASY-M enables 100% GDPR-compliant data collection by running the entire data infrastructure on server instances within the European Union.
With this first-party approach, the club retains full ownership of every data point collected. Borussia thus meets the highest European data protection standards (GDPR & TDDDG) and builds a reliable foundation for precise marketing insights without compromising fans' privacy.
With this first-party approach, the club retains full ownership of every data point collected. Borussia thus meets the highest European data protection standards (GDPR & TDDDG) and builds a reliable foundation for precise marketing insights without compromising fans' privacy.
The foundation for digital growth
How Borussia Mönchengladbach turns technical hurdles into competitive advantages.
Data consolidation
No more data silos. We connect data from multiple platforms. This shows precisely which digital touchpoints actually lead to conversions and enables complete measurement across all portals.
Validated data foundation
Facts, not estimates. All digital interactions are captured server-side and provide hard data for internal performance evaluation. This maximises measurability and objectively proves the actual performance of the club's digital assets.
Full data sovereignty
Full control through first-party infrastructure. The club's conversion tracking is independent of restrictive browser settings and ad blockers, and the club retains sole ownership of all measurement points.
Precise performance measurement
The highest possible conversion capture for maximum transparency. Server-side tracking means marketing investments are evaluated on validated data. The team sees exactly which campaigns actually convert, noticeably improving budget efficiency.
GDPR & compliance
Data ownership "Made in Germany". Because tracking runs entirely server-side, with no unfiltered data flowing outside the EU, the solution meets the highest data protection standards.
Maximum data stability during traffic peaks
Performance when it matters. Our infrastructure processes millions of signals without latency, whether on matchday or during Black Friday sales. This guarantees complete data capture even under extreme traffic.
Data delivered in seconds
No more manual exports. The cleansed data flows automatically via APIs straight into the club's own Tableau system, where it can be used for a range of reports. Measurable performance in real time, instead of losing time merging CSV lists.
Ready for the cookieless era
Technological leadership as standard. While other organisations are still struggling to move away from third-party data, Borussia Mönchengladbach is already using the solution of the future and securing its digital business for the long term.
"Together with EASY-M, we developed a linear attribution model tailored to our use case and implemented it in our system. We were able to bring all our individual requirements into the setup process, and the way they were handled was excellent. All the channels we use are integrated into the platform, which is a huge help in our day-to-day work."
Felix Laufer, Online Marketing Manager,
Borussia VfL 1900 Mönchengladbach GmbH
Borussia VfL 1900 Mönchengladbach GmbH
Seamless integration into the
marketing setup
Whether it's social media or SEA on Google and Bing, you can connect the platform to your existing tools in a single click.
That way, all your marketing insights flow automatically to where decisions are made.
That way, all your marketing insights flow automatically to where decisions are made.
"As an analyst, I know the quality of the input data determines how meaningful my Tableau reports are. With easy.TRACKING, we've created a data source that delivers granular raw data to us directly via Microsoft Fabric. This lets us model complex attribution models and fan journeys in Tableau so that they accurately reflect reality. Instead of wasting time exporting CSV files from different platforms, we now focus entirely on deriving strategic insights."
Karina Hasler, Data Analyst,
Borussia VfL 1900 Mönchengladbach GmbH
Borussia VfL 1900 Mönchengladbach GmbH
/ HOW TO GET STARTED WITH EASY-M
Data sovereignty in just a few steps
We make switching to EASY-M simple, secure and fast. Our team of experts supports you with the integration, so you can focus on your business without any friction.
/ 01 - Introduction & analysis
Free initial consultation
In an initial video call, we analyze your use case together and discuss where you might need support.
/ 02 - Deep dive & strategy
Personalized platform tour & free demo
We set up a demo platform for you with realistic demo data and the features that will move your business forward. We walk through the demo together, and afterwards we send you your personalized demo access.
/ 03 - Full-service integration
Setup & launch
Our experts support you throughout the entire technical setup and guide you all the way to a successful go-live.
/ 04 - Ongoing support
Service support & optimization
We stay by your side after go-live, too. We proactively monitor your data flows and adapt the setup whenever your tech stack or the legal situation changes.