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

THE MARKETING OF THE
FUTURE
Gaining New Business with New Data and
New Analytics
PETER GENTSCH
22-06-2016 / LONDON

What makes the difference….
SEITE 2| 22.06.2016GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS
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
SEITE 4
 > 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
| 22.06.2016GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS

Big Data-Value Matrix: Smart Analytics leveraging Smart Data
SEITE 5
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..
| 22.06.2016GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS

Artificial Intelligence
SEITE 6GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016
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

PROFILING
Feature extraction/
Digital footprint
STEP: PROFILING
PREDICTION
GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016

SEITE 14
Lead/
Audience
Prediction
Firmographics
Traffic
Technology
Social
Web
BEARCHDIGITAL
Company
Profiling

Online Dating in der PostProcessing Phase
SEITE 15
Category Attributes Type
Tech
Hosting, CMS, Server, Frameworks,
Widgets, JavaScript, CND, Analytics, …
Categorial
Firmographics
Revenue, # employees, balance sheet
figures, 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
SEITE 16
Technology
Traffic
Reach
Mobile
SearchSocial Media
Connectivity
Quality
Digital
Topics
Digital
Index

PROFILING
Feature
extraction/
Digital footprint
STEP: PREDICITON
PREDICTION
Per generischen
Customer-DNA
werden neue
Leads predicted
LEAD/
Audience
PREDICTION

SEITE 18
Company
Profiling
Firmographics
Traffic
Technology
Social
Web
BEARCHDIGITAL
Lead/
Audience
Prediction

SEITE 19
Comp.A
Comp.C
Comp.A
Comp.A
Comp.B
Comp.C
Comp.B
Comp.C
Comp.B
Comp.A
Comp.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

peter.gentsch@datalovers.com
0049 (0) 151 11 101 101
Thank you
very much!
SEITE 33

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

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