etailment WIEN 2016 – Christian Sauer – Webtrekk – May the user be with you
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May the user be with you Mit einer nutzerzentrierten Strategie zum Erfolg Die Ära der Nutzerzentriertheit hat begonnen und geht mit einem neuen Verständnis des Users einher. Bisher wurde der einzelne Nutzer nicht als Ganzes, sondern auf den jeweiligen Kanal bezogen betrachtet und dadurch auf anderen Geräten nicht „wiedererkannt“. Mit einer kanalübergreifenden, Cross-Device-Betrachtung können nutzerbezogene Daten nun zu einer „Digital Identity“ gebündelt werden, die eine präzisere Analyse des Nutzerverhaltens und Vorhersagen auf der Basis von Präferenzen und Interessen des einzelnen Users ermöglicht. Viele Unternehmen sammeln jedoch nach wie vor Daten in verschiedenen, nicht miteinander verknüpften Datensilos, die diesem Wandel im Weg stehen. Wie Sie mit der „Digital Identity“ den Kunden ein stimmiges digitales Erlebnis bieten und zugleich Ihren Gewinn steigern können.
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etailment WIEN 2016 – Christian Sauer – Webtrekk – May the user be with you
- 1. May the user be with you ! Mit einer nutzerzentrierten Strategie zum Erfolg ! Christian Sauer, CEO! ! User Centric/ Programatic / DMP / DSP / Customer Journeys for TV, Mobile & Web!
- 2. Webtrekk by numbers (we data)! 79 Billion! Server calls WT processed last month! 25 Mio.! funding in 2014! Countries with Webtrekk clients! 27! Years since we won our first client – Esprit (who are still with us)! 11! of top 10 E-Commerce sites use Webtrekk! 140+! Consultants and developers dedicated to client success! €7,8 Billion! Revenue our Ecom clients generate on platforms we manage! 723! Servers in our infrastructure! 2015! Suite recognised as global ‘New Digital Technology of the Year’! 6! € 500+! Blue Chip! Customers!
- 3. 3 23.02.2016 If a service is free, you are the product.! !
- 4. Analysts are! Marketeers are!
- 5. Intent Data: ! The Oil of Online Marketing!
- 6. ! ! ! ! Intransparent Third Parties Optimize Your Business! 6 23.02.2016 „!! Put our tag on your website and we will find the right customers for you in our cookie pool.! !“!
- 7. ! ! ! ! The Same People Will Tell You! 7 23.02.2016 „! ! Algorithms will find lookalike customers based on their behaviour. Maybe someone who likes duplo, might also like your product…! !!“!+ ?!
- 8. 8 23.02.2016 Third Party Adnetworks on Websites vs. Adnetworks on Big Three Sites! Adidas! Amazon!E-Commerce 1! E-Commerce 2! Facebook! Google! keine! Don´t use vendors, which do not give you transparency about data handling in a contract!! ! VS!
- 9. 9 23.02.2016 Data Takers win,! Data Givers loose.! !
- 10. New competitors arise through digital dispruption.! The world‘s largest taxi company owns no cars.!Data is (y)our future!! ! ! ! ! ! ! ! ! ! ! ! ! ! The companies of tomorrow will understand the needs of the individual customer at every time and every touchpoint and act on them in realtime! The world‘s largest accommodation provider owns no real estate.! The world‘s most popular media owner creates no content.!
- 11. 11 23.02.2016 Data Leakage, an Example! 1.! New Computer,! No history! 2.! We put the following products in a basket at Adidas,! but we are not buying them.!
- 12. 12 23.02.2016 The first 12 days we only see Adidas commercials!
- 13. 13 23.02.2016 On the 13th day we see commercials of the competition!
- 14. 14 23.02.2016 The 17th Adnetwork Will Not Help You as Much as the First! Your target market! Your newest adnetwork! New Audience!
- 15. 15 23.02.2016 Imagine These Networks as Bidders in an Auction for Your Ads! 1,23 EUR! 1,35 EUR! 1,65 EUR! 1,82 EUR! 0,52 EUR! 1,12 EUR! Would you send more than one agent to an auction?!
- 16. 16 23.02.2016 DON‘T! make your competition smarter!
- 18. 18 23.02.2016 1. Data Leakage To The Competition! Four Challenges ! Impact: You empower your competition!
- 19. 2. Google & Facebook dominate media! 19 23.02.2016 Four Challenges! Impact: Dependency + Increasing Cost!
- 20. 20 23.02.2016 Four Challenges! 3. EU data privacy regulation stricter! Impact: Loss of Customer Data. Opt-in needed.!
- 21. 21 23.02.2016 Four Challenges! 4. Your personal liability due to data transfer to US! Impact: Data scandals and law suits!
- 22. 22 23.02.2016 1. Get a European based Analytics solution! 2. Consolidate your own data and build up own expertise! 3. Store it in a European based transparent DMP! 4. Reduce your 3rd party and US exposure! What do you have to do now?!
- 23. How to Consolidate Your Data and Start User Centric !
- 24. ! ! ! Too Many Data Sources Bring Confusion! 24 23.02.2016 SEM ! Retargeting!Display! App! Devices:! Channels:! Tools:! CRM! Conversions! The more tools you use, the more successful you become (It´s a joke).!
- 25. Fully Integrate Your Mobile Data in a Single Data Silo! 25 23.02.2016Webtrekk Statistik Q4 2015. Die komplette Statistik hier! ! ! 62%!27%! 11%! Desktop!Mobil! Tablet! Devices Order value 139 € 284 €
- 26. Webtrekk Cross Device Bridge Helps You To Improve Data Quality! 1 User! VS ! =! 3 User!
- 27. ! ! How Do your Users Behave in the Future?! 27 23.02.2016 ?! today! tomorrow! €! Predictions have a higher quality with cross device data ! !
- 28. Why Predictions Only Make Sense User Centric! 28 23.02.2016 Single predictions per user journey!Different predictions per device! Without user centric data:! with user centric data:!
- 29. today! tomorrow! Channel Centric! Data Silos! Multiple Complex Reports! Static Analysis! User Centric! Unified Data (& Transparency)! Quality! Real-time Action! One Live Dashboard! Quantity! The Paradigm Shift required!
- 30. We power the data that powers your marketing Digital Intelligence by Webtrekk ! Webanalytics! App/Mobil Analytics! Customer Journey! Multi Campaign Controlling! Cohorts! Reporting & Dashboard! ROI View + Cost integration! Funnel analysis! Rawdata + Alerts! Integrated Audience Manager! Predictions & Lookalikes! RFM/RFE Modelling! Churn/Conversion Probab.! Integr. of 1+2+3rd Party data! Cross Device Bridge! Data Exchange! Interfaces! Onsite Marketing! A/B n Testing! Exit Intent! Recommendations! Offsite Marketing! RTA + Retargeting! Search Remarketing! Behavioral/CRM Targeting! Adserving! Tag Management! Analytics! Data Management Platform! Marketing Automation! Hosted in Germany! No Data Leakage!
- 31. ! ! ! Checklist 2016! 31 23.02.2016 We recommend…! ! § …user centric data in a single data silo! § …using Predictions cross device! § …without sharing your information with others! !
- 32. ! ! ! And Remember:! 32 23.02.2016 ! 1. Data Takers win, Data givers loose! 2. If a service is free, you are the product!
- 33. Christian Sauer ! !christian.sauer@webtrekk.com! CEO / Founder! www.webtrekk.com! ! ! ! ! ! Amsterdam | Beijing | Berlin | Frankfurt | Madrid | Milan | Shanghai! Thank You!!
- 34. Webtrekk Customers: 500+ Advertisers and 100+ Publishers ! Travel/Service! E-Commerce! Multi Channel Retail! Financial Services! Automotive! Entertainment! Media & Publishing! Telecommunication!