Franz Posch & Oliver Wolf - The 370° Customer View

© incuda GmbH
incuda BI for multi-channel business
The 370°Customer View

incuda & EXPERIFY
data-drive your business: One better Decision every day © incuda GmbH . 2
Our Partnership
▪ Provide maximum detail
level of data
▪ Maximum range of data
integrated & analyzed
▪ Closed loop results
measurements
▪ Fast implementation &
integration
empower Retailers with our BI
platform and industry expertise
to close the GAP and compete by
going from data insights to full
governance of strategy, tactics
and operations.
develops strategies for marketing
technology and analytics for
businesses in a digital and agile
culture.

The Challenges of Customer-Centric Marketing
© incuda GmbH . 3data-drive your business: One better Decision every day
increase
in Sales€
Iincrease
customer
satisfaction
Efficiency
and speed
increase
Consistent
omni-channel
communication
Internal Challenges
understanding
Cross Devices &
Channels
Non-integrated
Marketing data
Limited
Resources
External Challenges
High acquisition
costs and great
competitive
pressure
Data Privacy
Regulations,
DSGVO, E-Privacy
regulation
Increasing
mobile usage
& trafic
Marketing Goals

Can you achieve a 360° Customer View?
260°
160°
360°
Does not exist
Best practice like incuda BI
Traditional companies
Due to limited and disconnected data,
touchpoints, and data privacy limitations
Know everything about your customers and
prospects.
Integrated user view based on
comprehensive channel integration, device
consolidation and user profiles.

Data-driven Approach to Customer-Centric Marketing
Business Intelligence
Trust Center
1st Party Data
Inhouse data,
enhance with market
research etc.
2nd Party Data
In-house and in-group
details user data
3rd Party Data
Multiple Companies
C
More channels
Device integration
Detail behaviour insights
BI Platform
Detail UC, UJ &
Attribution
Channels
Campaigns,
Social Media,
devices
Market
trends
BI Data Mall

Going from 160°to 370°
3rd Party
Multiple companies
Data silos
Stores, Call Center, Print, Online,
Email
Channel integration
Online, mobile, TV, Social media,
OoH, Print, Magazines
2nd Party
Corporate group, separate
brands or business lines
Data from independent companies, managed data sharing for a
wider and more precise view on customers, prospects and market
trends. On operational level: BI Data Mall
260°
370°
Traditional set-up where offline sales & marketing is
not completely integrated with new channels (online,
mobile, social, …)
Cross-channel + cross-device integration, user-
centric view, integrated journeys & attribution
Data from separate business units or brands, compliant with
data privacy + corporate policies. 1:1 or micro-segments for
analysis & targeting: “Trust Center”
160°
320°
370°

PART ONE
From traditional BI to
customer-centric BI
incuda BI - best practices for an
integrated customer view
260°

Pre-packaged support for multi-channel business
– Weekly/daily KPI routine with
actuals, target, year-to-date and
year-over year. 100 + custom KPIs.
– Financial forecast for daily orders,
revenue and profit.
Management & Controlling
– User Profile history: 40+ attributes
per user and month.
– Score Book with daily user scores
and segments.
– Sandbox environment for
prototyping & mining.
Research & Data mining
– SEM, PSM, Affiliate (cpc, cpo), print, customer service,
TV, etc., based on detail data and profit contribution.
– New Customer Cohorts, based on acquisition channel,
ad media, net revenue and CLTV.
Traffic acquisition & Marketing
– User Profile export, e.g. for personalized
CRM, Lifecycle management and
transaction mails.
– User Segment Alerts, e.g. for Lifecycle &
Churn management.
– User Address/Device Map for consistent
cross-device customer communication.
CRM activation &
conversion
– Product Performance on sales, returns,
stock level and profit margin.
– Return rates by customers and products.
Return forecasting.
Product sourcing & pricing– External sales channels, stores, affiliates;
selling on own or external marketplaces
– External manufacturers and vendors
– Online-Store score for cross effects
Business partners

How we approach the integrated user view
© incuda GmbH . 9
data-drive your business: One better Decision every day
Create Persons out of Data
• Channel and Device Interaction
• Marketing Calendar for campaign
management, meta data and cost
• Cross-Device, cross-channel User
Consolidation
• Journeys and Attribution

Fast & Agile with plug-and-play connectors
CHANNELS
REVENUE & PROFIT
Campaigns & CRM
DEVICES

Cross-channel & cross-device User view
Deterministic dynamic matching process, based on master data and behaviour.
Transparent consolidation with DQ-assurance. Allows for quality-approved modelling
& outbound activities.
Flexible configuration of consolidation & QA rules (e.g. person, household, …).
Case Study: international Online Retailer, comparison for German shop
− A: modelling by leading Journey agency, based on online data
− B: modelling based on online & inhouse data (incuda BI)
Quantitative findings:
− 50% of Buyer Journeys in scenario A with only 1 or 2 contacts
(compared to 32% Journeys B)
− Scenario B shows over 2 times more Journeys with 7+ contacts
� Journeys show a more consistent approach to conversion (product
information before orders)
� Number of user interactions more in-line with experience of business
experts
� Validated responses from outbound communictaion confirmed
device usage

Marketing performance & Attribution
Measure financial success for single advertising
items and users to be actionable.
Define success metrics according to your
business model, e.g. net revenue or profit
contribution instead of KUR.
Make sure the figures add up: total revenue &
profit is consistent with controlling values.
Structural attribution logic is more relevant than
weighting (.e. separate logic for new/exising
customers, champion-challenger analysis).
Understand both time axes in the attribution:
click time vs. order time.

Customer understanding, profiles, segments
Out-of-the box profile reports combine all available
information for customers and prospects
−navigation patterns, channel and device usage
−product & category interest and buying patterns,
−financials: revenue, returns, profitability metrics
−channel, campaign and offer responses
−geography, gender, age, etc.
Elaborate segments and scorings can be cross-validated
against the selected segments.
Typical standard models include
−Customer lifecycle segments
−Contact and order scores
−Customer lifetime value
−Product affinity scores

Traditional BI: our learnings
- detail traffic & contact data is key for operational excellence
- allocate marketing cost to contacts, not to orders!
- good user consolidation is feasible with „in-house approach“ only
- channel & device integration is more important than a fancy attribution logic: if
you can‘t connect acquisition with conversion channels, performance metrics
are off!
- use Journeys for marketing, plus CRM, customer service & product
management (e.g. Renner Penner)
- build Journeys & Attribution properly: if you go „half way“ it wont work.

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PART TWO
TRUST CENTER
integrating data across brands,
business units and corporate legal
entities
320°

IMAGINE: Activate all your Customer Information
Imagine you could activate all customer information for Analytics and Budget
optimization in GDPR-compliant way.
This would allow for a more effective targeting of your customers‘ journeys across
the central touchpoints.

Scale your critical data with the Trust Center
The Trust Center helps to utilize mission critical data and to scale your business with
better decisions
− Integration of literally all marketing touchpoints and campaigns
− Best possible data quality and latency
− Enabling of holistic click paths
− Compliant with all relevant IT Security and Data Governance regulations
− Rapid implementation with standardised approach and out of the box connectors
− Seamless integration in existing BI and analytical environments

DSGVO/GDPRS – adressing the key challenges
The Trust Center ensures that all requirements from DSGVO and corporate policies
can be supported.
wider definition personal data and and limited options for
anonymisation
1
additional security and protection requirements2
Privacy by Design as a fundamental aspect for the design of
analytical and marketing solutions
3
additional data subject rights and enhanced documentation
obligations
4
Compliance evaluation considers the complete process and the
trade off between legitimate interests of all parties envolved
5
Flexibility to match upcoming privacy regulations and turn them
into an opportunity

Core functions of the Trust Center
The „Trust Center“ solution includes
- Organisation & processes: trusted & experienced partners, defined services
- Applications, data & technology: safe, scalable infrastructure, GDPRS compliant

Trust Center – Architecture overview
Data handling in a strict one-way mode, with enforced data encryption.
CRM & marketing activities through mapping to microsegments / audiences, or Trust
Center-based services.

PART TRHEE
The BI Data Space (BI-DS)
Maximising your view on your market
and on your customers
370°

Enhanced Customer- and Market-view
How to compete against the “big players” who are simply too big for you?, e.g.
Amazon with 50+ mln. in Germany
- strongly improve your reach on your relevant customers (fist step: analysis)
- enhance your customer understanding by sharing information with a peer group,
providing a wider view on activities per customer
- better understand multi-channel, multi-device usage for marketing
- get performance benchmarks, discover market trends
- focus on your own prospects & customers
Roadmap:
- remaining actionable, add capabilities on
top of inhouse & market research data
- Engagement, customer value & potential
scores for customers & prospects
- direct marketing support,
Audience services

BI-DS Architecture principles
Key requirements for sharing data
in a trusted environment:
- apply established standards:
International Data Space
- Data Privacy & Governance,
trusted & certified data
management
- Ttansparent processes for
“Data Sharing” with other
companies; double-sided opt-in
The dataspace build on top of the BI- and Trust Center capabilities
- Trusted & certified partners & processes
- Harmonised data KPI models
- Compliant with data privacy regulations (anonymization, micro-clustering), but
on single user level to preserve actionability
From: Whitepaper „Industrial Data Space, digital
sovereignity over data“,

Data Sharing process
Data Space repository:
- available companies in the Dataspace
- names of companies are never provided.
Members are described by metadata like size
, industry, categories, etc.
Two-sided “double opt-in” approach for data
sharing
- New company requests a connection with a
list of companies or clusters
- requested companies can confirm the
connection & data sharing with the new
company
- Connections can be revoked anytime

BI Data Space: status and next steps
Base modules are in place
- Standardised BI Platform & metrics model
- Trust Center service
- Privacy-compliant marketing services approach
Next steps are:
- Detail technical platform architecture & data privacy policies
- Define harmonized KPI landscape
- Define transparent data sharing rules
- Trial phase with first customers
We are open to onboard more interested parties in working on the topics!
Contact: Franz + Oliver
- franz.posch@incuda.com
- oliver@xperify.com

Contact us:
Franz Posch
franz.posch@incuda.com
+49 (0)152 / 3363 6683
Oliver Wolf
oliver@xperify.com
+43 (0)664 / 4029 521
incuda GmbH . Karlstr. 43/II . D–80333 Munich ..c
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Franz Posch & Oliver Wolf - The 370° Customer View

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