data is your new oil, identity your faster – webinar part 1

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Data is your New Oil, Identity is your Faster Horse Spencer Altman, Head of Business Consulting

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

Data is your New Oil, Identity is your Faster Horse

Spencer Altman, Head of Business Consulting

Page 2: Data is Your New Oil, Identity Your Faster – Webinar Part 1

“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/

Page 4: Data is Your New Oil, Identity Your Faster – Webinar Part 1

Source : http://www.internetworld.de/technik/database-marketing/telekom-gruendet-tochterfirma-emetriq-1002483.htmlTelekom launches daughter

company emetriqThe 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

Page 5: Data is Your New Oil, Identity Your Faster – Webinar Part 1

Quelle : https://www.cafe-capital.com/

Page 6: Data is Your New Oil, Identity Your Faster – Webinar Part 1

Media Company attempts to buy Price Comparison

Source : http://www.sueddeutsche.de/wirtschaft/medienkonzern-pro-sieben-sat-erwaegt-verivox-uebernahme-1.2357147

Page 9: Data is Your New Oil, Identity Your Faster – Webinar Part 1

“If I had asked my customers what they wanted, they would have said a faster horse.”

-- Henry Ford

Page 10: Data is Your New Oil, Identity Your Faster – Webinar Part 1

What is yourfaster horse?

Page 11: Data is Your New Oil, Identity Your Faster – Webinar Part 1
Page 12: Data is Your New Oil, Identity Your Faster – Webinar Part 1

What customers do…

One Customer

Single CustomerProfileCoordinated Approach

What we want…

Page 13: Data is Your New Oil, Identity Your Faster – Webinar Part 1

We want to avoid silo‘d customer communications

Each channel acts

independently

Treats a single customer like many different

people with uncoordinated,

irrelevant contactX

Page 14: Data is Your New Oil, Identity Your Faster – Webinar Part 1

Consumer Value Creation Chain

EntertainWant/

Problem Recognition

Information Search

PriceAlternatives Conversion Post-

Purchase

Derived from : Michael Porter and Marcel Martschausky

Page 15: Data is Your New Oil, Identity Your Faster – Webinar Part 1

Consumer Value Creation Chain

EntertainWant/

Problem Recognition

Information Search

PriceAlternatives Conversion Post-

Purchase

Media Companies

e-commerce

Finance

TravelPrice Comparison

Derived from : Michael Porter and Marcel Martschausky

Page 16: Data is Your New Oil, Identity Your Faster – Webinar Part 1

Consumer Value Creation Chain – Conversion Sites

EntertainWant/

Problem Recognition

Information Search

Price Alternatives Conversion Post-

Purchase

Since 2000 Since 201X

20151-Click Mobile Payments

Direct Competition

CompaniesFocused on Conversion

Model

Derived from : Michael Porter and Marcel Martschausky

Page 17: Data is Your New Oil, Identity Your Faster – Webinar Part 1

Source : http://etailment.de/thema/player/Google-Shopping-und-der-Buy-Button-Was-passiert-mit-dem-Online-Versandhandel-3327

‚…Online-Retailersare threatened to be downgraded to pure

logistics companies…‘

Google Shopping and the Buy Button: What is happening with online retailers?

Page 18: Data is Your New Oil, Identity Your Faster – Webinar Part 1

Consumer Value Creation Chain – Conversion Sites

EntertainWant/

Problem Recognition

Information Search

Price Alternatives Conversion Post-

Purchase

Since 2000 Since 201X

20151-Click Mobile Payments

Direct Competition

Branding enables ‚jump‘to minimise Google/Facebook/others sending your

customers somewhere else

CompaniesFocused on Conversion

Model

Derived from : Michael Porter and Marcel Martschausky

Page 19: Data is Your New Oil, Identity Your Faster – Webinar Part 1

Controlling your Value Chain - An e-commerce example

EntertainWant/

Problem Recognition

Information Search

PriceAlternatives Conversion Post-

Purchase

Since 2000 Since 201X

20151-Click Mobile Payments

Core BusinessWith Bread &

Butter

Derived from : Michael Porter and Marcel Martschausky

Page 20: Data is Your New Oil, Identity Your Faster – Webinar Part 1

Controlling your Value Chain – An Insurance Example

Derived from : Michael Porter and Marcel Martschausky

EntertainWant/

Problem Recognition

Information Search

PriceAlternatives Conversion Post-

Purchase

*Source : http://www.zeit.de/2015/15/preisvergleich-check-24-portal/

€100 of an auto policy goes tocheck24*

€80 - €90 to Google*

€10 - €20 to check24*

Insurer

Page 21: Data is Your New Oil, Identity Your Faster – Webinar Part 1

Example of Company who ‚Jumps‘ Google and Facebook

Page 22: Data is Your New Oil, Identity Your Faster – Webinar Part 1

Example of Company who ‚Jumps‘ Google and Facebook

Page 23: Data is Your New Oil, Identity Your Faster – Webinar Part 1

Choice for Future Success

Compete on price

Future Success

Branding/Best of Breed

Expand Value Chainor

Branding/Best of Breed

Expand Value Chainand

Page 24: Data is Your New Oil, Identity Your Faster – Webinar Part 1

A Key to Customer Retention and Upsells

Entertain

Problem / Need

Info Search

Price Alternative

s

Conversion

Post-Purchase

Other

OwnedChannels

More

Less

Channel Strategy Own the Contact Points

X

Minimise Customers‘‚need‘ to go

somewhere else

YourCompany

Derived from : Michael Porter and Marcel Martschausky

Page 25: Data is Your New Oil, Identity Your Faster – Webinar Part 1

Entertain

Problem / Need

Info Search

Price Alternative

s

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

projectsDerived from : Michael Porter and Marcel Martschausky

Page 26: Data is Your New Oil, Identity Your Faster – Webinar Part 1

Source : https://econsultancy.com/reports/customer-experience-optimization/

At least 82% of companies do not

work with aSingle Customer

Profile

Page 27: Data is Your New Oil, Identity Your Faster – Webinar Part 1

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.

Page 28: Data is Your New Oil, Identity Your Faster – Webinar Part 1

That is a challenge for 2016.

What will you do about it?

Page 29: Data is Your New Oil, Identity Your Faster – Webinar Part 1

Thank you !

Spencer Altman [email protected] @spenceraltman Head of Business Consulting Berlin, Germany