Vorlesung 2

• software that creates a persistent, unified customer database that is accessible to other systems

• Basically, a prebuilt system that centralizes customer data from all sources and then makes this data available to other systems for marketing campaigns, customer service and all customer experience initiatives

extrem große Excel, kein Interface

Not a CRM System

Not a Data Management Platform (Cookies)

• mostly store customer transaction data.

• no insight into anonymous user behaviour (often requiring a form fill or purchase),

• typically are focused on sales data

• only limited integrations to other systems

Data Management Platform -> Cookies

• DMPs are cookie-based,

• No creation of a persistent customer profile and

• integrations tend to be limited to advertising (not the full customer journey)

DMPs are focused on 3rd-party data, with some limited ability to integrate 1st-party data, whereas CDPs have a much heavier focus on 1st-party data

• Web Activities

• Paid advertising

• Email Campaigns

• Live Events

• Social interactions

• Mobile App Data

• CRM Data

• Other Data

• Demographic and Personal Data

• Engagement Data

• Behavioral Data

• IOT and Device Data

• Transactional and POS Data

• Clean Data

• Transform Data

• Unify Data

• Enrich Data

• Segment Users

(werden quasi verbessert)

• Website Personalization

• Ad Campaigns

• Email Campaigns

• Push Messaging

• Social Campaigns

• Direct Mail

1. Single view of the Customer

2. Agility

3. Democratization of Data

4. More Effective Customer Experience and Marketing

5. Operational Efficiency

Das einzigartige und quasi allumfassendes Bild, was man von dem Customer generiert hat, kann mit dem Business weiterbewegt werden.

(es gibt einen zentralen Punkt um Daten zu sammeln und drauf zuzugreifen)

Flexibilität

kann sich gut an changing consumer behaviour und changing technology trends anpassen

Die Daten können überall gesammelt und überall genutzt werden um Customer Experience zu verbessern.

• hohen Value von Customer Data

  alle Abteilungen brauchen Zugriff auf diese Daten um das Business voranzutreiben

• das ist mit CDP möglich

• (alle Daten und jede Abteilung hat Zugriff)

Kunden benutzen heutzutage extrem viele verschiedene Channel/Devices und haben hohe Erwartungen bzgl Customer Experience

CDP macht das möglich (full view of customer independent of channel or device they use) -> most comprehensive customer experience possible without blind spots

nicht ressourcen intensiv

CDPs centralize customer data with maintained turnkey integrations

(CDP läuft quasi im Hintergrund und es muss nicht aktiv Daten gesammelt werden)

A tracking pixel is a 1x1 image created with a small piece of HTML coding, used to track behaviour when a user lands a website page or clicks into an email

zB zalando.de hat einen Pixel von Facebook Pixel integriert

HTTP cookies are:

• small blocks of data created by a web server

• while a user is browsing a website

• placed on the device used to access a website and more than one cookie may be placed on a users device during a session

1. The internet browser sends request to website server to access site

2. The server generates cookies with data packats and sends it back

3. The page loads in the browser and the browser receives the cookies and stores them on user device

1. user visits Website A

2. Website A sends back cookies with unique ID

3. user exits Website A and visits Website B

4. Cookies from A stored on user browser place personalized ad on Website B

5. When user clicks on the ad, he returns to A

Info, a consumer actively and freely shares with a brand

Info a company directly collects about consumers as the consumer interacts with their brands

Another company´s first-party data that your company has the permission to use, enforced by contractual agreements

Info aggreggated from a number of public and non-public sources that may not be given explicitly by the consumer

a free tag management system that allows you to manage and deploy marketing tags (snippets of codes or tracking pixels) on your website (or mobile app) without having to modify the code

• method of comparing two versions of a webpage or app against each other to determine which one performs better

• experiment where 2 or more variants of a page are shown to users at random

• statisitcal analysis is used to determine which variation performs better for given conversion goal