Analytics & Marketing 4.0 Wie die Anwendung von BigData die Customer Loyalty von morgen schafft

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1 Analytics & Marketing 4.0 Wie die Anwendung von BigData die Customer Loyalty von morgen schafft Oliver Börner Thomas Thalhammer 1 / digital business by

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23 Die Customer Journey AUF DIREKTEM WEG ZUM KUNDEN Mobile-App Geo-Location Produkt- Empfehlungen & Shoppinglist Real-Time Entscheidungen Social Media 23 / digital business by

24 Marketing heute KUNDEN KENNEN KEINE KANÄLE 24 / digital business by

25 Marketing heute DIGITAL TRANSFORMATION Digital is transforming our job as an insurer and we are convinced that this is a tremendous opportunity to do our job better: protecting people, their goods and their projects on the long term.. "It is the customer who will decide the speed of adoption. The important thing is to be ready. Véronique Weill, Chief Operating Officer of the AXA Group Each of our customers should reach us on the way he wants to. We see ourselves as service providers and as you should provide access via all channels, without judging them. Some things are done today preferably by the mobile phone, for others you need the agent in the branch. Peter Bosek, Member of the Management Board of ERSTE Bank We also need to be online - because we want to be where our customers are... And because we furthermore also want to give the service that they expect from us. Timo Sillober, Director Transformation & Digital Vodafone Deutschland 25 / digital business by

26 Marketing heute GERÄTE SIND MEHR ALS NUR EIN KANAL 26 / digital business by

27 Marketing heute GERÄTE SIND MEHR ALS NUR EIN KANAL 27 / digital business by

28 Marketing heute KEINE KONSISTENZ OHNE KONSISTENTE DATEN Skype ID: OliBoe410 Fixed Line: Login: Apple ID: Twitter ID: gummybear33 Mobile: Facebook Token: AAACNg1ulZCUYBAHEZCxbJTSO 28 / digital business by

29 SAS Customer Decision Hub KOMPLEXITÄT WIRD DURCH ANALYTIK BEHERRSCHBAR 12 Bill. Decisions 600 Mio. Decisions 10 Mio. Decisions 29 / digital business by

30 SAS Customer Decision Hub DIE ZENTRALE ENTSCHEIDUNGSLOGIK ÜBER ALLE KANÄLE CUSTOMER DECISION HUB 30 / digital business by

31 SAS Customer Decision Hub DAS CUSTOMER DECISION HUB CONCEPT CUSTOMER DECISION HUB 31 / digital business by

32 SAS Customer Decision Hub DAS CUSTOMER DECISION HUB CONCEPT Marketing campaigns Service-Activities Sales programs Regular communications Contact strategies CUSTOMER DECISION HUB Priorities Strategic decisions Contact rules Constraints Channel/Budget restrictions Analytical models Events, Trigger Transactional data Potentials, Risk History 32 / digital business by

33 SAS Customer Decision Hub DAS CUSTOMER DECISION HUB CONCEPT CUSTOMER DECISION HUB 33 / digital business by

34 SAS Customer Decision Hub DAS CUSTOMER DECISION HUB CONCEPT CUSTOMER DECISION HUB 34 / digital business by

35 SAS Customer Decision Hub DAS CUSTOMER DECISION HUB CONCEPT CUSTOMER DECISION HUB 35 / digital business by

36 Omni-Channel Marketing DAS CUSTOMER DECISION HUB CONCEPT CUSTOMER DECISION HUB 36 / digital business by

37 Die Customer Journey WAS IST HEUTE SCHON ALLES MÖGLICH? Mobile-App Geo-Location Produkt- Empfehlungen & Shoppinglist Real-Time Entscheidungen Social Media 37 / digital business by

38 Technologiebewertung SOLUTION COVERAGE FOR DIGITAL RETAIL 38 / digital business by

39 Technologiebewertung SOLUTION COVERAGE FOR DIGITAL RETAIL Mobile Platform 39 / digital business by

40 Technologiebewertung SOLUTION COVERAGE FOR DIGITAL RETAIL Identification Barcode: Standard-Technologie verfügbar und im Einsatz QR-Code: Standard-Technologie verfügbar und im Einsatz Bilderkennung: Technologisch machbar und bei ersten kommerziellen Smartphones (Amazon Phone) im Einsatz 40 / digital business by

41 Technologiebewertung SOLUTION COVERAGE FOR DIGITAL RETAIL Localization 41 / digital business by

42 Technologiebewertung SOLUTION COVERAGE FOR DIGITAL RETAIL Digital Basket 42 / digital business by

43 Technologiebewertung SOLUTION COVERAGE FOR DIGITAL RETAIL Real-time orchestration 43 / digital business by

44 Customer Decision Hub THE SAS CUSTOMER DECISION HUB For the first time the CUSTOMER DECISION HUB enables Organizations to establish value driven marketing with a true contextual Omni-Channel-Communication across all channels 44 / digital business by

45 Questions? SAS SOLUTIONS FOR INTEGRATED MARKETING MANAGEMENT Oliver Börner Principal Business Advisor / digital business by

46 46 / digital business by

CONTEXT-BASED MARKETING

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