Marketing of the future cloud london_22-06-2016_4.0

THE MARKETING OF THE FUTUREGaining New Business with New Data and New AnalyticsPETER GENTSCH22-06-2016 / LONDON

What makes the difference….

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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

Lookalikes – it also works for the B-to-B-Business!

Also in the B-to-B area there seem to be apparent Lookalikes

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> 10 years Industry: IT Services Located in Berlin > 50 employees > 5 € Mio revenue

Company 1 Company 2

> 10 years Industry: IT Services Located in Berlin > 50 employees > 5 € Mio revenue

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Big Data-Value Matrix: Smart Analytics leveraging Smart Data

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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 Cos, time..

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Artificial Intelligence

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1996 2011 2016





• Artificial Narrow Intelligence (ANI)(Weak AI, specializes in one area)

• Artificial General Intelligence (AGI)(Strong AI, human level)

• Artificial Super Intelligence (ASI)(beyond human)





Kurz Predictive Analytics vorstellung

DATAlovers SEITE 11

We know your next 1000 Customers!

Best Practice


• Getting deep market insights

• Win new customers• Identify and profile

audiences• Attract user to use the E-

Shop

AUTOMOTIVE

CONSTRUCTION

ALIENS

E-SHOP

PROFILINGFeature extraction/ Digital footprint

STEP: PROFILING

PREDICTION

GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016

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Lead/ AudiencePrediction

Firmographics

Traffic

Technology

Social

Web

BEAR

CHD

IGIT

AL

Company Profiling


Online Dating in der PostProcessing Phase

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Category Attributes Type

Tech Hosting, CMS, Server, Frameworks,Widgets, JavaScript, CND, Analytics, …

Categorial

Firmographics Revenue, # employees, balance sheetfigures, creditworthiness, industry, …

Scalar, Categorial

Social Channels, # Channels, # Interactions, … Categorial, Scalar

Traffic / Reach Unique Visitors, Page Views, … Scalar

Mobile Mobile Readiness, Mobile Apps, … Categorial


Online Dating in der PostProcessing Phase

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Technology

Traffic Reach

Mobile

SearchSocial Media

Connectivity

Quality

Digital Topics

DigitalIndex


PROFILINGFeature extraction/ Digital footprint

STEP: PREDICITON

PREDICTIONPer generischen Customer-DNA werden neue Leads predicted

LEAD/ AudiencePREDICTION


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Company Profiling

Firmographics

Traffic

Technology

Social

Web

BEAR

CHD

IGIT

AL

Lead/ AudiencePrediction


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Comp.A

Comp.C

Comp.A

Comp.A

Comp.B

Comp.C

Comp.B

Comp.CComp.B

Comp.AComp.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


What are the discriminating indicators?

• Topics do have high impact• They differentiate strongly• They are partially orthogonal to industry sectors

• Digital Index has high discriminatory power• Profile and segment companies properly • Reflects modernity and digital maturity of

companies• Applied technology correlates with IT budgets and

revenue/ seize


• 6 x Increase in opportunities generated• 22% conversion rate improvement • Unexpected Audiences/ Leads

• Toys wholesaler • Rental car• ….

• Significant improvement of targeting and priorization• Less effort to win and convert leads• Closed-Loop: train and learn • Communication signals as marketing alerts



“Companies that have pioneered the use of AI in sales rave about the impact, which includes an increase in leads and appointments of more than 50%, cost reductions of 40%–60%, and call time reductions of 60%–70%.

Thomas BaumgartnerHomayoun Hatami, Maria Valdivieso – Mckinsey June 10, 2016

• New data – new analytics new business must be part of the overall digital transformation process

• Change management towards an agile and customer centric organization

• The Marketing/ Sales Role is going to change completely

• Digital DNA has to be established: Digital first/ only• Data Science Team as linking pin and enabler



Lead/ Audience Identification

Lead/ Audience

Qualification

Lead/ Audience

Intelligence

Next Best Marketing Action

Recommendation for Marketing Executives

Engagement with Audience

Degree of automation today In the future


Amelia

Tay





Company AI Customer AI


“By 2020, customers will manage 85 percent of their relationship with an enterprise without interacting with a human.”

Thomas BaumgartnerHomayoun Hatami, Maria Valdivieso – Mckinsey June 10, 2016


[email protected] (0) 151 11 101 101

Thank you very much!

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