It´s me - your user! Creating Consistent Customer Experience with cross-device tracking

Christian Sauer, CEO

User Centric/ Programmatic / DMP / DSP / Customer Journeys for TV, Mobile & Web

Webtrekk by numbers (we data) 79 BillionServer calls WT processed

last month25 Mio.funding

in 2014

Countries with

Webtrekk clients

27

Years since we won our

first client – Esprit

(who are still with us)

11of top 10 E-Commerce

sites use Webtrekk

140+Consultants and

developers dedicated

to client success

€7,8 BillionRevenue our Ecom clients

generate on platforms we manage

723Servers in our

infrastructure

2015Suite recognised as global

‘New Digital Technology of the Year’

6

€ 500+Blue Chip

Customers

Analysts are Marketeers are

Intent Data:

The Oil of Online Marketing

If a service is free,

you are the product.

Intransparent Third Parties Optimize Your Business

„

“

The Same People Will Tell You„

“+ ?

Third Party Adnetworks on Websites vs. Adnetworks on Big Three Sites

Adidas AmazonE-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

Data Takers win,

Data Givers lose.

New competitors arisethrough digital disruption.

The world‘s largest taxicompany 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 popularmedia owner creates

no content.

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.

The first 12 days we only see Adidas commercials

On the 13th day we see commercials of the competition

The 17th Adnetwork Will Not Help You as Much as the First

Your target

market

Your newest

adnetwork

New Audience

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?

DON‘Tmake your competition smarter

Current Challenges forMarketeers

1. Data Leakage To The Competition

Four Challenges

Impact: You empower your competition

2. Google & Facebook dominate media

Four Challenges

Impact: Dependency + Increasing Cost

Four Challenges

3. EU data privacy regulation stricter

Impact: Loss of Customer Data. Opt-in needed.

Four Challenges

4. Your personal liability due to data transfer to US

Impact: Data scandals and law suits

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?

How to Consolidate Your Data and Start User Centric

Too Many Data Sources Bring Confusion

SEM RetargetingDisplay App

Devices:

Channels:

Tools:

CRM

Conversions

The more tools you use, the more successful you become (It´s a joke).

Fully Integrate Your Mobile Data in a Single Data Silo

Webtrekk Statistik Q4 2015. Die komplette Statistik hier

62%27% 11%

DesktopMobil Tablet

Devices Order value

139 €

284 €

Webtrekk Cross Device Bridge Helps You To Improve Data Quality

1 User

VS

=

3 User

How Do your Users Behave in the Future?

?

today tomorrow

€

Predictions have a higher quality with cross device data

Why Predictions Only Make Sense User Centric

Single predictions per user journeyDifferent predictions per

device

user centric data: user centric data:

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

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 AutomationHosted in

Germany

No Data

Leakage

Checklist 2016

We recommend…

…user centric data in a single data silo

…using Predictions cross device

…without sharing your information with others

And Remember:

1. Data Takers win, Data givers lose

2. If a service is free, you are the product

Christian Sauer christian.sauer@webtrekk.com

CEO / Founder

www.webtrekk.com

Amsterdam | Beijing | Berlin | Frankfurt | Madrid | Milan | Shanghai

Thank You!

Webtrekk Customers: 500+ Advertisers and 100+ Publishers

Travel/Service

E-Commerce Multi Channel Retail Financial Services

Automotive Entertainment

Media & Publishing

Telecommunication