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Data and CreativityChristian Sauer, CEO Webtrekk
Source PWC 2016 http://www.pwc.com/gx/en/services/audit-assurance/publications/top100-market-capitalisation.html
Market Cap Top 100 Companies 2015 vs 2014 [Billion USD]
-200
0
200
400
600
800
1000
1200
United States China Germany
0
50
100
150
200
250
300
350
United States China Germany
Market Cap All (Private) Unicorns 2015 [Billion USD]
Source CBI: https://www.cbinsights.com/research-unicorn-companies
Stock Market Performance vs Unicorn Valuation USA/China/D
Digital blindness now also affects blue chips
+1000 Bln+600 Bln
-40 Bln
326 Bln
149 Bln
8 Bln
Forecast:
Online ad market
to grow by
$48bnin 2016
and 2017
together
Source: „The shifting dynamics in the online advertising market” Goldman Sachs May 17, 2016
% of forecasted
$48bn to
81%
+
Intent Data:The Oil of Online Marketing
Nontransparent Third Parties Optimise Your Business„
“
The Same People Will Tell You„
“+ ?
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
„Data Taker“ win!
„Data Giver“ lose!
Challenges for Your Business
Dependency
+
Increasing Cost
Goldman&Sachs:
„81% of digital advertisement
growth 2016/17 will be generated
by Google & Facebook“
1: Google & Facebook dominate media
VS
Empowering
competition
Your Biz
2: Data Leakage To Competition
Loss of
Customer Data.
Opt-in needed.
No replacement of Safe Harbour yet.
3: EU data privacy regulation
Did You Know: >1/3 of Marketing Spend is Influenced by Analytics
CMOsurvey.org 2015
0,00% 5,00% 10,00% 15,00% 20,00% 25,00% 30,00% 35,00% 40,00%
Customer Retention
Marketing Mix
Customer Acquisition
36%
32%
31%
Road to Digital Value
1.
Collectall data in one
user centric
database
2.
Build upinternal
ressources
4.
Personaliseall user experiences
5.
Visualiseand act on
your success
3.
Makecustomer data
available accross
the enterprise
transparently
Digital
Value
How Can You Become a ‘Data Taker‘?
Internal know-how
Transparency
Less surprises
Data security
Time to market
3rd party interfaces
MAKE BUY
Time to market
3rd party interfaces
Less know-how
No transparency
‘Surprise‘ costs
Data leakage
Data must belong to you!
Integrate mobile/app/web
Single technology to execute
+ +- -
vs
How to
Consolidate Your Data
and Start User Centric
Fully Integrate Your Mobile + Web Data in a Single Data Silo
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
Give Marketing the Keys to the Datawarehouse
Analytics for App+Web
Customer Journey
Dashboards+Cohorts
Cost integration
NPS Module
Raw Data Exports
Data Warehouse
Audience Manager
Predictions
RFM/RFE Modelling
Conversion Probability
Integr. of 1+2+3rd Party data
Cross Device Bridge
Interfaces with
Onsite Marketing
Exit Intent
Recommendations
RTA + Retargeting
Search Remarketing
Testing
Tag Management
Analytics DMP Marketing Automation
Hosted in
Germany
No Data
Leakage
Become a Data Taker with Webtrekk
Storytelling Through Native Advertisement
„Data Taker“ win,
„Data Giver“ lose.
Thank you for your attention.
Christian Sauer
CEO / Founder
Berlin, Germany
+49 (0)30 755 415 415
www.webtrekk.com