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

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THE MARKETING OF THE FUTURE
Gaining New Business with New Data and New Analytics

Publicada em: Negócios
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Marketing of the future cloud london_22-06-2016_4.0

  1. 1. THE MARKETING OF THE FUTURE Gaining New Business with New Data and New Analytics PETER GENTSCH 22-06-2016 / LONDON
  2. 2. 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
  3. 3. Lookalikes – it also works for the B-to-B-Business!
  4. 4. 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
  5. 5. 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
  6. 6. Artificial Intelligence SEITE 6GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016 1996 2011 2016
  7. 7. Artificial Intelligence SEITE 7GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016
  8. 8. Artificial Intelligence SEITE 8GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016 • Artificial Narrow Intelligence (ANI) (Weak AI, specializes in one area) • Artificial General Intelligence (AGI) (Strong AI, human level) • Artificial Super Intelligence (ASI) (beyond human)
  9. 9. Artificial Intelligence SEITE 9GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016
  10. 10. Artificial Intelligence SEITE 10GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016
  11. 11. Kurz Predictive Analytics vorstellung DATAlovers SEITE 11 We know your next 1000 Customers!
  12. 12. Best Practice SEITE 12GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016 • Getting deep market insights • Win new customers • Identify and profile audiences • Attract user to use the E- Shop AUTOMOTIVE CONSTRUCTION ALIENS E-SHOP
  13. 13. PROFILING Feature extraction/ Digital footprint STEP: PROFILING PREDICTION GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016
  14. 14. SEITE 14 Lead/ Audience Prediction Firmographics Traffic Technology Social Web BEARCHDIGITAL Company Profiling GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016
  15. 15. 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 GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016
  16. 16. Online Dating in der PostProcessing Phase SEITE 16 Technology Traffic Reach Mobile SearchSocial Media Connectivity Quality Digital Topics Digital Index GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016
  17. 17. PROFILING Feature extraction/ Digital footprint STEP: PREDICITON PREDICTION Per generischen Customer-DNA werden neue Leads predicted LEAD/ Audience PREDICTION GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016
  18. 18. SEITE 18 Company Profiling Firmographics Traffic Technology Social Web BEARCHDIGITAL Lead/ Audience Prediction GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016
  19. 19. 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 GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016
  20. 20. 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 SEITE 20GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016
  21. 21. • 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 SEITE 21GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016
  22. 22. SEITE 22GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016 “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
  23. 23. • 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 SEITE 24GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016
  24. 24. SEITE 25GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016 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
  25. 25. SEITE 26GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016 Amelia Tay
  26. 26. SEITE 27GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016
  27. 27. SEITE 28GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016
  28. 28. SEITE 29GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016
  29. 29. SEITE 30GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016 Company AI Customer AI
  30. 30. SEITE 31GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016 “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
  31. 31. SEITE 32GAINING NEW BUSINESS WITH NEW DATA AND NEW ANALYTICS| 22.06.2016
  32. 32. peter.gentsch@datalovers.com 0049 (0) 151 11 101 101 Thank you very much! SEITE 33

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