Thomas Brommund - Successful Data-Driven Management Through Data Streams

Successful Data-Driven Management Through Data Streams
thomas.brommund@webtrekk.com
Strategic Alliance Manager, Webtrekk GmbH

Webtrekk is one of the leading Premium Customer Analytics platforms in Europe since 2004
HQ in Berlin – 130 employees – subsidiaries in Italy and Spain
Webtrekk makes your data actionable!
We are data lovers!
Thomas Brommund – Strategic Alliance Manager
Since 2003 in the web analytics segment
Author, Consultant, Entrepreneur
data lover
Webtrekk – About us

The Customer Analytics Engine
Webtrekk – About us

Challenges
1. Data collection (subject to approval, data sources,…)
2. Data storage (data economy and data security )
3. Data processing and merging (merge user data from various sources)
4. Data exchange (technological and legal issues)
5. Data analysis (action items)
„Data Management“ – Success factor of the digital transformation

5
Tag-
Management
Data Lake
Data
Streams
Direct partner integration
Heterogeneous data acquisition
Data Management – The digital transformation success factor

6
Tag-
Management
Data Lake
Data
Streams
Direct partner integration
Downstream
data-management
(BI-Solutions, DWH, DMP)

7
Tag-
Management
Data Lake
Data
Streams
Realtime Data-
Management
(raw data streams or audience streams)
Direct integration of partners
Downstream data managemen
(BI-Solutions, DWH, DMP)

In co-operation with Management Value (MAVA), a Copenhagen based agency
http://www.management-value.com &
https://www.danskernesdigitalebibliotek.dk/english/
Use Case

THE DANISH PUBLIC LIBRARIES’ DIGITAL SERVICES TO RESIDENTS
DDB CMS is the libraries’
common online platform,
which is maintained by DDL
and further developed in
collaboration with public
libraries.
DDB CMS is an optional
choice with the DDL basic
package.
At the present time, 80
municipal public libraries have
registered.
DDL supports eReolen (public
libraries’ e-books and online audio
books website) with negotiations
of Danish audio books and
e-books.
DDL operates the Litteratursiden
(literature website) and Biblo
(platform for children under 14).
DDL provides operation support
to Biblioteksvagten (Danish public
libraries’ national query service),
Bibzoom (public libraries’ music
website) and eKurser.nu (a portal
offering short online courses in
everyday IT use).
DDL negotiates
digital licences for:
English audio books
and e-books.
Digital magazines
International
periodicals
Streaming services
for concerts
and much more...
The app ‘Biblioteket’
is the public libraries’
common app with
content that is
tailored for the local
library and with the
possibility of local
expansion.
.

THE DANISH PUBLIC LIBRARIES’ COMMON DIGITAL SOLUTIONS
DDL provides statistical
solutions, where public
libraries can follow
statistics from their local
websites and the use of
digital licences. The
solutions provide a better
decision basis for
developing the digital
aspect of the public
libraries.
DDL provides a platform
for sharing articles,
instructions and other
editable content across
public libraries.
DDL provides the public libraries with common digital solutions for managing digital resources.
DDL provides easy access to
the administration of digital
licences through a licence
management system.

Requirements
1. Structured data collection & central administration of all libraries and digital media assets
2. Legal obligation to provide transparency (KPI Reporting for the Public - KPI Index)
3. Making public library services stronger, more visible and more eﬃcient
4. Mapping of KPIs in compliance with data privacy requirements
5. Fast and granular data supply for further processing in KPI Index
6. Possible scaling of the project - Performance and connections according to requirements
http://www.management-value.com &

http://www.kpiindex.com/index2/libraryslist.ph
p

Data Streams en detail
“Data Streams” for developing a data transparency strategy
Monitoring HQ Berlin – Webtrekk GmbH

1. Structured data collection and central administration of data supply
2. Data streams capture and organize data
3. Single source of truth for all authorized users and smooth integration of AI support into processes
4. Raw Data Exports and Audience Stream – 1st Party Data Management
5. Reduction of uncontrolled data storage at service providers
6. Scalable performance and connectivity

Structured data collection and central administration of data supply (see DDB Case)
Data
Science
Web
Mobile
CRM
Data
Lake
Production
Source / Recipient Apps / Stakeholder
Marketing
ERP
IoT
BI /
DWH
Controlling
Data
Science
Web
Mobile
CRM
Data
Lake
Production
Source / Recipient Apps / Stakeholder
Marketing
ERP
IoT
BI / DWH
Controlling
DataStreams
Organization w/o data strategy Organization with data strategy

Data Activation &
Harmonization
The ultimate format for every use case
Provides multiple APIs for different
real-time use cases
Analytics API: analytics data such as
best performing articles, products,
campaigns
Audience API: user-based information
and real-time segmentation & ML / AI
DataStreams
Web & Mobile Web
iOS & Android
X-Device Data
Email
Marketing Costs
ERP
CRM
Offline
Reco API: item-based information such
as next best offers, cross/upselling
Raw Data API: event-based and
processed data, basis for all other APIsReal-time
Audience API
Reco API
Analytics API
CMS / Shop
CMS / Shop
CRM
Adserver
Callcenter
Email
Category
Management
Personalization
Data Science
Real-time
Callcenter
Adserver
CMS / Shop
Data Lake
BI
DWH
Raw Data API
ML/AI
WT Analytics
…event-based and user-based data in real-time

AI speeds up the processes
Acquisition Phase
• Easy and hand made
• Focus on the past
• Focus on acquisition
Consolidation Phase
• Semi-automatic
• Focus on the past with some
predictive analysis
• Focus on CRM and business
model
Self-Sustaining Growth
• Semi-automatic
• AI supported predictive
analytics
• Realtime data usage
• Covering all channels and
products
Data Management – AI supported KPIs
Based on: Dr. Florian Heinemann OMCap SES Berlin

1. AI support to identify the NEXT BEST ACTION
2. Algorithms automatically analyze the behavior of users
3. Data is not only collected, but also combined in a meaningful way
4. Few companies use AI so great opportunity to gain a competitive advantage
5. If you want to keep up, you have to be able to react quickly!
AI supported data

Based on user interests and predictive analytics
AI powered on-site personalization
Onsite Banner & Custom HTML

Smart cross-selling that matches client needs

On-site layer based on behaviour, oﬀer ﬁts to visitor

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25
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BERLIN | MADRID | MILAN
Data Lover
Thomas Brommund
Webtrekk GmbH
Robert-Koch-Platz 4
10115 Berlin
+49 30 755 415-0
thomas.brommund@webtrekk.com

Thomas Brommund - Successful Data-Driven Management Through Data Streams

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Thomas Brommund - Successful Data-Driven Management Through Data Streams