Vortrag der ProgrammatiCon 2016: Mit Realtime Data zu einer besseren Customer Experience (Marcel Martschausky, Webtrekk)

1. Mit Realtime Data zu einer besseren Customer Experience
Marcel Martschausky

2. Challenge #1
Customer Experience will be Key Differentiator

3. US $239bn
Global total Internet
Advertising Revenue
in 2019*
US $70bn
growth from 2016 to
2019*
“Using personalization
and customer journey
analytics technologies
to enrich customers’
experiences will be key
in the future customer
journey and
experience.”**
*IAB Internet Advertising Revenue Full Year 2015 [PWC] **The Customer Experience in 2020 [Gartner]

5. Challenge #2
Disruption by Competitors

7. ! 425bn
Win
until 2025*
!
220bn
Loss
Until 2025*
! 2.722,66
bn
Bruttowertschöpfung in
2015 in Deutschland **
*DIE DIGITALE TRANSFORMATION DER INDUSTRIE - Roland Berger Strategy Consultants und Bundesverband der Deutschen Industrie e.V. (BDI)
**http://de.statista.com/statistik/daten/studie/161199/umfrage/entwicklung-der-bruttowertschoepfung-der-wirtschaft-in-deutschland/

8. Challenge #3
Machines on the Battlefield

9. Challenge #4
Embrace the Power of Now

10. Input
Data Collection
Output
Marketing Action
Transformation
in realtime

11. TRANSFORMATION
Decision Preparation
Analogue Company
OUTPUT
Marketing Actions
INPUT
Data Collection
Website
Mobile
Apps
Offsite
CRM
SCM/ERP
Payment
3rd Party
Market
Research
Marketing
Teams
Onsite
Mobile
Apps
Display
SEM/SEO
TV
Email
Social
Media

12. TRANSFORMATION
Decision Preparation
Digital Company Tier 1
OUTPUT
Marketing Actions
INPUT
Data Collection
Website
Mobile
Apps
Offsite
CRM
SCM/ERP
Payment
3rd Party
Data
Warehouse
Business
Intelligence
Marketing
Teams
Onsite
Mobile
Apps
Display
SEM/SEO
TV
Email
Social
Media

13. TRANSFORMATION
Decision Preparation
Digital Company Tier 2
OUTPUT
Marketing Actions
INPUT
Data Collection
Website
Mobile
Apps
Offsite
CRM
SCM/ERP
Payment
3rd Party
Data
Management
Platform
Marketing
Teams
Onsite
Mobile
Apps
Display
SEM/SEO
TV
Email
Social
Media

14. TRANSFORMATION
Decision Preparation
Digital Company Tier 3
OUTPUT
Marketing Actions
INPUT
Data Collection
Website
Mobile
Apps
Offsite
CRM
SCM/ERP
Payment
3rd Party
Marketing
Teams
Offline Data
Stores
Cars
…
Onsite
Mobile
Apps
Display
SEM/SEO
TV
Email
Social
Media
Offline
Retail
Callcenter
Cars
…
Data
Management
Platform

15. 15
Marcel Martschausky
Director Consulting
Berlin, Germany
marcel.martschausky@webtrekk.com
www.webtrekk.com
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