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Data is Your New Oil, Identity Your Faster – Webinar Part 1

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This webinar addresses some of the key challenges facing our businesses today, and is relevant for the CXO level, Marketing, BI/CI/CRM, Digital Analytics teams and more.

Veröffentlicht in: Daten & Analysen
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Data is Your New Oil, Identity Your Faster – Webinar Part 1

  1. 1. Data is your New Oil, Identity is your Faster Horse Spencer Altman, Head of Business Consulting
  2. 2. “A new research report on marketing analytics shows that brands plan to increase their spending on the category by a whopping 73 percent over the next three years. For big market cap B2C companies, it’s closer to a 100 percent increase.” Source : http://venturebeat.com/2015/08/21/new-research-companies-plan-to-massively-increase-spend-on-marketing-analytics/
  3. 3. Zalando buys Fashion Event Organiser ‚Bread & Butter‘ -- June 2015 Source : http://www.gala.de/beauty-fashion/fashion/fashion-week-berlin-die- highlights-der-modewoche_1279665_225720.html
  4. 4. Source : http://www.internetworld.de/technik/database-marketing/telekom- gruendet-tochterfirma-emetriq-1002483.html Telekom launches daughter company emetriq The new Telekom daughter company launches with an ambitious goal: Together with top AGOF marketers, emetriq wants to establish the largest data pool in the german advertising sector
  5. 5. Quelle : https://www.cafe-capital.com/
  6. 6. Media Company attempts to buy Price Comparison Source : http://www.sueddeutsche.de/wirtschaft/medienkonzern-pro-sieben-sat-erwaegt-verivox-uebernahme-1.2357147
  7. 7. Source : http://www.wsj.com/article_email/can-google-outsell-amazon-and-ebay-1431730741-lMyQjAxMTE1ODEwNTYxMTU2Wj
  8. 8. Source : http://www.retaildetail.eu/en/eur-europe/eur-general/item/17595-google-and-facebook-gain-access-to-bank-account-information
  9. 9. “If I had asked my customers what they wanted, they would have said a faster horse.” -- Henry Ford
  10. 10. What is your faster horse?
  11. 11. What customers do… One Customer Single Customer Profile Coordinated Approach What we want…
  12. 12. We want to avoid silo‘d customer communications Each channel acts independently Treats a single customer like many different people with uncoordinated, irrelevant contact
  13. 13. Consumer Value Creation Chain Entertain Want/ Problem Recognition Information Search Price Alternatives Conversion Post- Purchase Derived from : Michael Porter and Marcel Martschausky
  14. 14. Consumer Value Creation Chain Entertain Want/ Problem Recognition Information Search Price Alternatives Conversion Post- Purchase Media Companies e-commerce Finance TravelPrice Comparison Derived from : Michael Porter and Marcel Martschausky
  15. 15. Consumer Value Creation Chain – Conversion Sites Entertain Want/ Problem Recognition Information Search Price Alternatives Conversion Post- Purchase Since 2000 Since 201X 2015 1-Click Mobile Payments Direct Competition Companies Focused on Conversion Model Derived from : Michael Porter and Marcel Martschausky
  16. 16. Source : http://etailment.de/thema/player/Google-Shopping-und-der-Buy-Button-Was-passiert-mit-dem-Online-Versandhandel-3327 ‚…Online-Retailers are threatened to be downgraded to pure logistics companies…‘ Google Shopping and the Buy Button: What is happening with online retailers?
  17. 17. Consumer Value Creation Chain – Conversion Sites Entertain Want/ Problem Recognition Information Search Price Alternatives Conversion Post- Purchase Since 2000 Since 201X 2015 1-Click Mobile Payments Direct Competition Branding enables ‚jump‘ to minimise Google/Facebook/others sending your customers somewhere else Companies Focused on Conversion Model Derived from : Michael Porter and Marcel Martschausky
  18. 18. Controlling your Value Chain - An e-commerce example Entertain Want/ Problem Recognition Information Search Price Alternatives Conversion Post- Purchase Since 2000 Since 201X 2015 1-Click Mobile Payments Core Business With Bread & Butter Derived from : Michael Porter and Marcel Martschausky
  19. 19. Controlling your Value Chain – An Insurance Example Derived from : Michael Porter and Marcel Martschausky Entertain Want/ Problem Recognition Information Search Price Alternatives Conversion Post- Purchase *Source : http://www.zeit.de/2015/15/preisvergleich-check-24-portal/ €100 of an auto policy goes to check24* €80 - €90 to Google* €10 - €20 to check24* Insurer
  20. 20. Example of Company who ‚Jumps‘ Google and Facebook
  21. 21. Example of Company who ‚Jumps‘ Google and Facebook
  22. 22. Choice for Future Success Compete on price Future Success Branding/ Best of Breed Expand Value Chain or Branding/ Best of Breed Expand Value Chain and
  23. 23. A Key to Customer Retention and Upsells Entertain Problem / Need Info Search Price Alternatives Conversion Post- Purchase Other Owned Channels More Less Channel Strategy Own the Contact Points X Minimise Customers‘ ‚need‘ to go somewhere else Your Company Derived from : Michael Porter and Marcel Martschausky
  24. 24. Entertain Problem / Need Info Search Price Alternatives Conversion Post- Purchase Use Single Customer Profile to…  Anticipate next customer problems/needs  Anticipate next products  Provide relevant information  Provide price alternatives  Reduce desire to search for product alternatives elsewhere  Maximize profit per transaction Purpose of Data Warehouse & CRM projects Derived from : Michael Porter and Marcel Martschausky
  25. 25. Source : https://econsultancy.com/reports/customer-experience-optimization/ At least 82% of companies do not work with a Single Customer Profile
  26. 26. Source : http://www.criteo.com/media/2265/etail-trends-in-digital-retail.pdf All KPIs going up... Imagine how good they would be if the companies actually knew who they were talking to.
  27. 27. That is a challenge for 2016. What will you do about it?
  28. 28. Thank you ! Spencer Altman spencer.altman@webtrekk.com @spenceraltman Head of Business Consulting Berlin, Germany

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