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07 09-2016 mid-gentsch

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NEW DATA – NEW ANALYTICS – NEW CUSTOMER!
Systematische Nutzung digitaler Daten zur Kundenbindung und –gewinnung

Published in: Business
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07 09-2016 mid-gentsch

  1. 1. NEW DATA – NEW ANALYTICS – NEW CUSTOMER! Systematische Nutzung digitaler Daten zur Kundenbindung und –gewinnung Peter Gentsch - Berlin, 07. September 2016 1
  2. 2. DATAlovers SEITE 2 1. Big Data 2. Sales / Marketing 3. Artificial Intelligence 4. Veranstaltungen 5. Digital Index 6. Unternehmensneuigkeiten fremde Veröffentlichungen über uns, Pressenachrichten, interne Dinge wie Umzug)
  3. 3. What makes the difference…. DATAlovers SEITE 3  Born 1948; grew up in England  Married the second time  2 children  successful in business  Wealthy  Spend their winter holidays in the Alps  Likes dogs  Born 1948; grew up in England  Married the second time  2 children  successful in business  Wealthy  Spend their winter holidays in the Alps  Likes dogs Person 1 Person 2
  4. 4. What makes the difference…. DATAlovers SEITE 4 Prince Charles  Born 1948; grew up in England  Married the second time  2 children  successful in business  Wealthy  Spend their winter holidays in the Alps  Likes dogs  Born 1948; grew up in England  Married the second time  2 children  successful in business  Wealthy  Spend their winter holidays in the Alps  Likes dogs Ozzy Osbourne Person 1 Person 2
  5. 5. What makes the difference…. DATAlovers SEITE 5 Prince Charles  Born 1948; grew up in England  Married the second time  2 children  successful in business  Wealthy  Spend their winter holidays in the Alps  Likes dogs  Born 1948; grew up in England  Married the second time  2 children  successful in business  Wealthy  Spend their winter holidays in the Alps  Likes dogs Ozzy Osbourne Person 1 Person 2
  6. 6. Auch im B2B-Bereich gibt es scheinbare Lookalikes DATAlovers SEITE 6  > 10 Jahre aktiv  Branche: Erbringung von Dienstleistungen der Informationstechnologie  Sitz in Berlin  > 50 Mitarbeiter  > 5 € Mio Umsatz Unternehmen 1 Unternehmen 2  > 10 Jahre aktiv  Branche: Erbringung von Dienstleistungen der Informationstechnologie  Sitz in Berlin  > 50 Mitarbeiter  > 5 € Mio Umsatz
  7. 7. Big Data-Value Matrix: Smart Analytics leveraging Smart Data Data Analytics $ $ $ $ Traditional New Firmographics, Stammdaten, Web Controlling Data, … Digital Footprint, Social, Linked Data… + Traditional New Deep/ Active and Transfer Learning ; Data Mapping/ Fusion, SNA, Semantics, .. + New forms of data acquisition: Crawling, Scraping, Parsing, ….. + Statistic, OLAP, Data Mining, …. Standard BI-Business New Analytics New Data Smart Data + Smart Analytics = Smart Business New Insights: Leads, markets, .. New Efficiency Cost, time.. SEITE 7
  8. 8. DATAlovers SEITE 8 Aufwand DatenakquiseHigh Low BusinessImpact LowHigh Sales/ Customer Alert Kundenbefragung Social CRM Lookalikes Rating & Review Management Mailings/ Newsletter Targeting SEO/SEM Customer Journey Marketing Cloud Campaigns
  9. 9. BEST PRACTICE: BERNER GROUP Lookalikes als neue Kunden im B-to-B! 9
  10. 10. Berner hat für die Lead Generation langjähriges und fundiertes Marktwissen in den Stammmärkten Bau und KFZ „Alines“: Es gibt Märkte, die nicht zu den Stamm- märkten gehören, aber in denen Unternehmen potentielle Kunden sind. Hier gibt ist kein systema- tisches Lead Management. Ziel des Projektes Lead Intelligence ist die Untersuchung des Potentials automatisiert durch innovative Big Data-Methoden „Aliens“ zu identi-fizieren und profilieren. Zudem soll untersucht werden, inwieweit mit diesem Ansatz auch Online-affine Unternehmen identifiziert und profiliert werden können. Dieser Ansatz kann zur systematischen Gewinnung von Leads/ Kunden für den E-Shop genutzt werden. KFZ BAU ALIENS E-SHOP SEITE 10
  11. 11. DATAlovers SEITE 11 Lead- Prediction Firmographics Traffic Technology Social Web BEARCHDIGITAL Profiling der Companies DATAlovers @ Deutsche Bank Labs
  12. 12. DATAlovers SEITE 12 Profiling der Companies Firmographics Traffic Technology Social Web BEARCHDIGITAL Lead- Prediction DATAlovers @ Deutsche Bank Labs
  13. 13. Comp.A Comp.C Comp.A Comp.A Comp.B Comp.C Comp.B Comp.C Comp.B Comp.A Comp.B open-source Web-Technology low-tech paid, high-end Social Media Engagement leverage, all chanels ignore small Firmographics big, international one chanel Topics (Web-Content, Social) react national SEITE 13
  14. 14. • 22% Verbesserung Conversion Rate • Interessante, unerwartete Leads • Spielwarenhändler • Autovermietungen • …. • Signifikante Verbesserung von Priorisierung und Targeting • Weniger Aufwand Lead zu generieren und zu konvertieren • Closed-Loop: train & learn! • Business Alerts: Trigger für Marketing & Sales SEITE 14
  15. 15. BEST PRACTICE: FACEBOOK Lookalikes als neue Kunden im B-to-C! 15
  16. 16. SEITE 16
  17. 17. SEITE 17
  18. 18. BEST PRACTICE: BOSCH SIEMENS HAUSHALTSGERÄTE (BSH) Rating & Review Management 18
  19. 19. User-Meinungen & Customer Journey - Kaufentscheidungen mit Social Media unterstützen I BSH I 25 Juni 2015 I Slide: 19B S H H O M E A P P L I A N C E S G R O U P
  20. 20. User-Meinungen & Customer Journey - Kaufentscheidungen mit Social Media unterstützen I BSH I 25 Juni 2015 I Slide: 20B S H H O M E A P P L I A N C E S G R O U P 1 2 3 © gfpeck | CC BY-ND 2.0
  21. 21. User-Meinungen & Customer Journey - Kaufentscheidungen mit Social Media unterstützen I BSH I 25 Juni 2015 I Slide: 21B S H H O M E A P P L I A N C E S G R O U P Consumer buy what other consumers love … and we have to develop what they love
  22. 22. User-Meinungen & Customer Journey - Kaufentscheidungen mit Social Media unterstützen I BSH I 25 Juni 2015 I Slide: 22B S H H O M E A P P L I A N C E S G R O U P Fortunately they told us what they love
  23. 23. User-Meinungen & Customer Journey - Kaufentscheidungen mit Social Media unterstützen I BSH I 25 Juni 2015 I Slide: 23B S H H O M E A P P L I A N C E S G R O U P © gfpeck | CC BY-ND 2.0 Consumer reviews are one of the most powerful sources of information in the buying process 0 50 100 150 200 250 300 350 400 450 0 0,5 1 1,5 2 2,5 3 3,5 4 4,5 5 Average Rating Rounded Sales per Product Average Sales per Product by Rating Group
  24. 24. DATAlovers SEITE 24 INCENTIVIEREN/ INITIIEREN AUSSPIELEN LERNEN & VERWERTEN ANALYSIEREN
  25. 25. • Verbesserte Kundenbindung • Erhöhte Conversion Rate • Umsatz Boosting • Deep Customer Insights • Input für Produktverbesserungen SEITE 25
  26. 26. DATAlovers SEITE 26
  27. 27. DATAlovers SEITE 27
  28. 28. DATAlovers SEITE 28
  29. 29. BEST PRACTICE: TELEKOM/ CONCARDIS Customer/ Lead Alert 29
  30. 30. DATAlovers SEITE 30
  31. 31. DATAlovers SEITE 31 http://www.touristik- aktuell.de/index.php?id=84&tx_ttnews%5Byear%5D=2016&tx_ttnews%5Bmonth%5D=08&tx_t tnews%5Bday%5D=08&tx_ttnews%5Btt_news%5D=89298&cHash=51c6f945149bd62345efe de64541b07c Suntrips in Zahlungsschwierigkeiten Der Berliner Asien- und Türkei-Spezialist scheint in eine finanzielle Schieflage geraten zu sein. Offenbar wurden von Kunden getätigte Zahlungen nicht an die Leistungsträger weitergeleitet. In den Sozialen Medien berichten zahlreiche Kunden, dass sie vor Ort vom Hotel vor die Wahl gestellt wurden, entweder die Kosten erneut zu bezahlen oder wieder abzureisen. Auch Reisebüros haben entsprechende Rückmeldungen erhalten. Suntrips-Geschäftsführer Serdar Yilmaz war für eine Stellungnahme heute Vormittag weder telefonisch noch schriftlich zu erreichen. Bei der Service-Nummer des Veranstalters bleibt man in der Warteschleife hängen. Beim Amtsgericht Berlin liegt bislang kein Insolvenzantrag vor. 1) New Executives 2) New Job/Role for Current Contact 3) Large Customer Announcement 4) Company Expansion 5) Company Relocation 6) New Product/Service Announcement 7) Competitive Product/Service Announcement 8) Major Competitive Move 9) Dissatisfaction with Current Vendor 10) Bad Quarter 11) Good Quarter 12) Mergers and Acquisitions 13) Legal Problems 14) Significant Changes in Hiring Velocity 15) New Advertising Strategy 16) Major Industry Development Track this event with: Industry news 17) New Organizational Strategy/Initiatives 18) Buyer Opens Your Email 19) New Legislation 20) Increase in Expenses 21) Change in Price/Availability of Essential Resources/Materials 22) Awards 23) Evidence of Interest 24) Analyst Report 25) Entering Into a New Market 26) Additional Funding/IPO 27) Event Announcement 28) New Critical Positions Created 29) Press Coverage 30) Custom to Buyer's Industry
  32. 32. BENCHMARKING Wo stehen Sie im Bereich Data Driven Marketing?! 32
  33. 33. DATAlovers SEITE 33
  34. 34. DATAlovers SEITE 34
  35. 35. Vielen Dank für ihre Aufmerksamkeit BDVM | 22.10.2015 DATAlovers SEITE 35 Kontakt: Peter Gentsch +49 151 11 101 101 peter.gentsch@datalovers.com

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