High data quality in the German Soccer League

GOOD DATA HAPPY FANS

“Turning customers into fans” – this claim is often the guiding principle when companies actively look after their existing customers. But what if the customers are soccer fans and the objective is to turn these fans into customers? We provide a brief insight into our collaboration on the topic of data quality with one of the top clubs in the German Football League.

Datenqualität

Challenge: Data in front, one more goal

When the members’ magazine is sent out twice a year, fans rejoice. Unless the booklet doesn’t arrive. Then the faces are long. This happens when addresses become outdated, recipients move, or even incorrect names are recorded in the CRM system. The challenge: data quality. And this plays a prominent role not only in the mailing of member magazines.

Fan campaigns, member analysis, fan support and much more also come to nothing or are simply not feasible without good data. Together with the Schober Information Group, a Bundesliga club has therefore vigorously tackled the issue of data quality. The goal: to increase data quality, expand the depth of information through data enrichment, and create a solid data foundation for the use of analytics and artificial intelligence (AI) in direct and digital marketing.

Solution: Data quality check and data depth enrichment

Analytics BundesligaThe Data Quality Check project was launched. This compares the CRM data of the association with the current data from the Schober data universe. The comparison shows: gaps in the data, outdated data, incorrect data or duplicates. As a rule, according to Schober’s practical experience, about 15% of the master data in CRM systems must be updated within a year. The younger the target group, the more mobile and the more frequent the need for updates.

After the check, the need for action is determined and the association decides to update and populate its own data (First Data) with Schober third-party data. Additionally, one uses the option to increase the data depth. This means that Schober offers additional information beyond current address data. Socio-demographic data, development at the place of residence, purchasing power information and many more details can be added.

Outlook: Analyses, but please automated and secure

The association has gained a solid data foundation for more in-depth analyses. After all, you don’t gain any insights from false data. Only those who can create added value for their fans and members thanks to good data can take the lead. And this is exactly where it should go: from data by means of analysis, information about fans, their joys and requirements is obtained.

The methods and analysis strategies can be diverse. Typically, cluster analysis, AI, and self-learning algorithms are used in such scenarios in addition to simple data mining with pattern recognition. Of course, all of this is done in compliance with DSGVO – security and data protection have the highest priority for us. Our membership in DDV as well as certifications by CSA and IABEurope underline our claim to secure and DSGVO-compliant data handling.

In the next step, the Bundesliga club plans to derive targeted marketing measures from the analyzed data. Who is a casual fan and only comes to the stadium in good weather? Which fans don’t need advertising because they are in the stadium for every home game anyway? Which fans have a pet and would be delighted with the original feeding bowl with club logo? These are just a few examples of questions that can be answered easily and automatically with the right methodology.

If you also want to play in the premier league with your data…

If you want to follow our customer’s example and play in the first league with data-based marketing, please contact us. At Schober, we have been shaping the future of sales and marketing for over 75 years. Soccer AnalyticsAnd the method described above has long since given rise to a cloud-based out-of-the-box platform for managing customer data (Customer Data Platform – CDP). We call the solution udo and think you should get to know udo. We would be happy to show you how easy udo can also turn your fans into customers or even happier fans.

Simply play in the premier league with your data.

Contact

You would like to know more? We are looking forward to your inquiry.

Simply fill out the form with your data and your request. We will get back to you as soon as possible. Alternatively, you can also make an appointment directly via Calendly.

Make Calendly appointment directly
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Automotive industry
automates marketing & sales

DATA VALUE MANAGEMENT MEETS CUSTOMER DATA PLATFORM

UMSATZWACHSTUM LEICHT GEMACHT!

 

Sie möchten Ihren After-Sales ankurbeln, Ihr Leadmanagement automatisieren und neue Kunden gewinnen?
Am besten ohne eigene Ressourcen?
Dann sollten Sie jetzt Ihren digitalen Mitarbeiter udo kennenlernen!

udo steht für universal data orchestration und ist eine Kombination aus Data Value Management und Customer Data Plattform.

udo automatisiert Ihre Marketing- und Vertriebsprozesse. Sie sparen nicht nur wertvolle Ressourcen, sondern steigern gleichzeitig Ihren Umsatz.

Unser “Automotive udo” …

merges your data sources. cleans up your databases. expands your data with the Schober data universe. uses machine learning for modern analyses of your customers and prospects. qualifies your leads and handles your lead-nurturing process. automates your after-sales processes. offers you new potential for customer acquisition.

udo Logo

Erfahren Sie hier, wie Sie sich durch den Einsatz von udo echte Wettbewerbsvorteile verschaffen. 

What can udo do for you?

A few highlights in the automotive sector …

You keep your data clean!

A reliable database is the basis for all successful marketing and sales activities. udo cleanses your data and consolidates it from any source. This gives you a cleansed and consolidated marketing database (data lake) with a 360° view of your customers and prospects.

Get to know your customers!

udo’s integrated data universe with billions of attributes provides you with incomparable customer insights. Customers from your industry use, for example, customer lifetime value, customer segment analyses or voucher evaluations. udo already has a large number of valuable analyses, but we are happy to tailor analyses to your specific needs. In B2B, integrated website visitor recognition provides insights into potential fleet customers.

You will find new potential!

Use the full power of the Schober data universe with over 60 million pieces of data. Based on your existing customers, udo finds your previously untapped potential, which you can address directly and precisely via all channels.

udo processes your after-sales automatically!

udo automates your after-sales communication for e.g. AU/HU, tire changes, inspections and much more. You no longer have to worry about anything and still offer your customers first-class service. You decide whether your customers are contacted automatically by SMS, e-mail or letter.

Your customers remain satisfied!

Automate your general existing customer communication with udo (e.g. greeting, app download, birthday, general vehicle inspiration) to stay in constant contact with your customers.

You gain new customers!

Simply leave the acquisition of new customers to udo. It analyzes your current customers, finds new potential in the Schober data universe and manages the acquisition campaigns via various channels.

show more
No opt-in for advertising?

No problem!

We compare your CRM data with our data universe, which has over 20 million advertising consents. We select the hits and send your advertising content to your CRM database with our data protection-compliant e-mail or postal campaign.

Contact

Would you like to know more about our “Automotive udo”?
We are looking forward to your inquiry.

Füllen Sie einfach das Formular mit Ihren Daten und Ihrem Anliegen aus. Wir melden uns umgehend bei Ihnen. Alternativ können Sie auch direkt einen Termin via Calendly vereinbaren.

Arrange a Calendly appointment
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Sports industry
automates marketing & sales

DATA VALUE MANAGEMENT MEETS CUSTOMER DATA PLATFORM

UMSATZWACHSTUM LEICHT GEMACHT!

 

Sie möchten Ihre freien Tickets vermarkten, Ihre Merchandise-Umsätze erhöhen und Ihren Hospitality-Bereich besser auslasten?
Am besten ohne eigene Ressourcen?
Dann sollten Sie jetzt den digitalen Spieler udo kennenlernen!

udo steht für universal data orchestration und ist eine Kombination aus Data Value Management und Customer Data Plattform.

udo automatisiert Ihre Marketing- und Vertriebsprozesse. Sie sparen nicht nur wertvolle Ressourcen, sondern steigern gleichzeitig Ihren Umsatz.

Unser “Sport udo” …

merges your data sources. cleans up your databases. expands your data with the Schober data universe. uses machine learning for modern analysis of your fans and members. automates the expansion of your existing customer base. finds new sponsors for you.

udo Logo

Erfahren Sie hier, wie Sie sich durch den Einsatz von udo echte Wettbewerbsvorteile verschaffen. 

What can udo do for you?

A few highlights in the area of sport…

You keep your data clean!

A reliable database is the basis for all successful marketing and sales activities. udo cleanses your data and consolidates it from any source. This gives you a cleansed and consolidated marketing database (data lake) with a 360° view of member data, fan store data, ticketing, etc.

Get to know your fans and members!

udo’s integrated data universe with billions of attributes provides you with incomparable customer insights. Customers from your industry use customer lifetime value or customer segment analyses, for example. udo already has a large number of valuable analyses, but we are happy to tailor analyses to your specific needs.

You will find new members!

With targeted campaigns, udo converts your fans into members. In addition, udo can use geofencing at your sporting events to target campaigns to previously unregistered visitors.

udo processes your after-sales automatically!

udo automates your up-sell and cross-sell processes so that you can boost your merchandise sales or hospitality bookings, for example.

Your members remain satisfied!

Automate your general member communication with udo (e.g. greeting, app download, birthday, general information on games and special events) to stay in constant contact with your fans. A churn forecast integrated into udo helps you to take measures in good time to ensure that your members stay your members.

You gain new sponsors!

Simply leave the sponsor acquisition to udo. He will analyze your current sponsors, find new potential in the Schober data universe and manage the acquisition campaigns via various channels.

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Thanks to the partnership with Schober, VfB will be able to structure its data management much better and more efficiently in future. This is an important building block for further improving the quality of service at VfB. This further development should be noticeable for our fans and also make new offers possible.
Rouven Kasper, Vorstand Marketing und Vertrieb des VfB Stuttgart
Rouven Kasper, Chief Marketing and Sales Officer
VfB Stuttgart
VfB Stuttgart

Official Club Partner of VfB Stuttgart

Premium partner of TVB Stuttgart

No opt-in for advertising?

No problem!

We compare your CRM data with our data universe, which has over 20 million advertising consents. We select the hits and send your advertising content to your CRM database with our data protection-compliant e-mail or postal campaign.

Contact

Would you like to know more about our “Sport udo”?
We are looking forward to your inquiry.

Füllen Sie einfach das Formular mit Ihren Daten und Ihrem Anliegen aus. Wir melden uns umgehend bei Ihnen. Alternativ können Sie auch direkt einen Termin via Calendly vereinbaren.

Arrange a Calendly appointment
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* mandatory fields
* mandatory fields
Thank you very much! Just one more step … In order for us to process your request as quickly as possible, please confirm your request in your email inbox now. If necessary, please also check the spam folder.
ALWAYS UP TO DATE

Subscribe to our newsletter.

Entdecken Sie eine Welt voller Wissen und Chancen!
Um Ihr Business auf ein neues Level zu heben, erhalten Sie in unserem Newsletter

  • brandaktuelle Insights
  • bahnbrechende Trends
  • exklusiven Content und
  • Zugang zu wertvollen Rabatt-Aktionen

 

Melden Sie sich jetzt an und erleben Sie, wie Daten und Digitalisierung für Ihren Erfolg Hand in Hand gehen.

Travel industry
automates marketing & sales

DATA VALUE MANAGEMENT MEETS CUSTOMER DATA PLATFORM

Clever use of data: udo automates marketing & sales

AUTOMATED CUSTOMER ACQUISITION & INCREASED SALES!

Would you like to automatically generate new leads, gain more bookers and increase your existing customer saleswithout any additional effort?

Then get to know udo, your digital employee, now!

udo (universal data orchestration) combines data value management and a powerful customer data platform.

Automated marketing and sales processes save you valuable resources and increase your sales at the same time.

Rely on smart automation – with udo!

Our “Travel udo” …

merges your data sources. cleans up your databases. expands your data with the Schober data universe. uses machine learning for modern analyses of your books. qualifies your leads and handles your lead-nurturing process. automates the expansion of your existing customer base. offers you new potential for acquiring new customers.

udo logo

Find out here how you can gain a real competitive edge by using udo.

What can udo do for you?

A few highlights in the travel industry…

You keep your data clean!

A reliable database is the basis for all successful marketing and sales activities. udo cleanses your data and consolidates it from any source. This gives you a cleansed and consolidated marketing database (data lake) with a 360° view of your bookers and prospects.

Get to know your bookers!

udo’s integrated data universe with billions of attributes provides you with incomparable customer insights. Customers from your industry use, for example, customer lifetime value, customer segment analyses or voucher evaluations. udo already has a large number of valuable analyses, but we are happy to tailor analyses to your specific needs.

You will find new potential!

Use the full power of the Schober data universe with over 60 million pieces of data. Based on your existing bookers, udo finds your previously untapped potential, which you can address directly and precisely via all channels.

udo processes your after-sales automatically!

udo automates your up-sell & cross-sell processes so that you no longer have to worry about issues such as travel cancellation insurance, rental cars, excursion bookings, etc.

Your bookers remain satisfied!

Use udo to automate your general communication with existing customers (e.g. greetings, app downloads, birthdays, general travel inspiration) to stay in constant contact with your bookers. A churn forecast integrated into udo helps you to take timely measures to ensure that your customers remain your customers.

You expand your existing bookers!

Based on AI-based rebooking predictions, udo activates your customers in good time for a new travel booking. As soon as the defined conditions (in terms of content, time or analysis) are met, udo sends the corresponding communication to encourage the customer to make the next booking.

You poach bookers from your competitors!

With over 120 million mobile advertiser IDs, udo has the largest database of mobile transaction data in Germany. Use udo to target competitor bookers in order to increase your market share.

You win back former bookers!

Simply leave the booker reactivation to udo. They will send your communication with individualized content so that former bookers find their way back to you.

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With the help of udo, we are expanding our existing customer relationships and at the same time being supported in acquiring new bookers. This is because udo combines a first-class marketing database with versatile automation options in modern sales and marketing. Our result with udo: more sales, more qualified leads and our customers’ travel dreams come true.
Dr. Georg Welbers, Managing Director Marketing and Sales
alltours flugreisen gmbh
No opt-in for advertising?

No problem!

We compare your CRM data with our data universe, which has over 20 million advertising consents. We select the hits and send your advertising content to your CRM database with our data protection-compliant e-mail or postal campaign.

Contact

Would you like to know more about our “travel udo”?
We are looking forward to your inquiry.

Simply fill out the form with your data and your request. We will get back to you as soon as possible. Alternatively, you can also make an appointment directly via Calendly.

MAKE A CALENDLY APPOINTMENT
salutation
* mandatory fields
* mandatory fields
Thank you very much! Just one more step … In order for us to process your request as quickly as possible, please confirm your request in your email inbox now. If necessary, please also check the spam folder.
ALWAYS UP TO DATE

Subscribe to our newsletter.

Discover a world full of knowledge and opportunities!
To take your business to a new level, our newsletter will give you

  • up-to-the-minute insights
  • groundbreaking trends
  • exclusive content and
  • access to valuable discount promotions

 

Register now and experience how data and digitalization go hand in hand for your success.

Retail industry
Automated marketing & sales

DATA VALUE MANAGEMENT MEETS CUSTOMER DATA PLATFORM

SALES GROWTH MADE EASY!

 

Would you like to automatically generate leads, acquire new customers and increase your existing customer sales?
Preferably without your own resources?
Then you should get to know your digital employee udo now!

udo stands for universal data orchestrationand is a combination of data value management and customer data platform.

udo automates your marketing and sales processes. You not only save valuable resources, but also increase your turnover at the same time.

Our “Retail udo” …

merges your data sources. cleans up your databases. expands your data with the Schober data universe. uses machine learning for modern analyses of your customers. qualifies your leads and handles your lead-nurturing process. automates the expansion of your existing customer base. offers you new potential for acquiring new customers.

udo logo

Find out here how you can gain a real competitive edge by using udo.

What can udo do for you?

A few highlights for the trade …

You keep your data clean!

A reliable database is the basis for all successful marketing and sales activities. udo cleanses your data and consolidates it from any source. This gives you a cleansed and consolidated marketing database (data lake) with a 360° view of your customers and prospects.

You get to know your branch customers!

Even without a customer card, udo helps you get to know your customers better. The combination of mobile transaction data with the data universe integrated in udo with billions of features creates incomparable customer insights for you. This allows you to clearly define your catchment areas, profile your customers online and offline and create TOP target groups.

You will find new potential!

Use the full power of the Schober data universe with over 60 million pieces of data. Based on your existing customers, udo finds your previously untapped potential, which you can address directly and precisely via all channels.

udo processes your leads automatically!

udo separates the wheat from the chaff and sends the most promising leads(hot leads) directly to your sales department for personal contact. Warm leads are first automatically provided with further information and content until they are ready.

Your customers remain satisfied!

Use udo to automate your general communication with existing customers (e.g. greetings, app downloads, birthdays, general product inspiration) in order to stay in constant contact with your customers. A churn forecast integrated in udo helps you to take timely measures to ensure that your customers remain your customers.

You expand your existing customer base!

udo digitizes your up-sell & cross-sell processes so that you can get more out of your existing customers. With integrated analyses such as White Spot, Next Best Product or Multi-Buyer, udo automatically expands your existing customer base. As soon as the defined conditions (in terms of content, time or analysis) are met, udo sends the relevant communication to encourage customers to make their next purchase.

You poach customers from your competitors!

With over 120 million mobile advertiser IDs, udo has the largest database of mobile transaction data in Germany. Use udo to target competitive customers in order to increase your market share.

You win back former customers!

Simply leave the customer reactivation to udo. They will send your communication with individualized content so that former customers find their way back to you.

show more
Raja uses udo von Schober to get to know new customers better and to evaluate them. With the help of udo, we address new customers at the right time via the appropriate sales channel and thus offer them an outstanding customer experience.
Peter Blumenschein, RAJAPACK
Peter Blumenschein, Head of Business Development
RAJAPACK Ltd.
No opt-in for advertising?

No problem!

We compare your CRM data with our data universe, which has over 20 million advertising consents. We select the hits and send your advertising content to your CRM database with our data protection-compliant e-mail or postal campaign.

Contact

Would you like to know more about our “retail udo”?
We are looking forward to your inquiry.

Simply fill out the form with your data and your request. We will get back to you as soon as possible. Alternatively, you can also make an appointment directly via Calendly.

Arrange a Calendly appointment
salutation
* mandatory fields
* mandatory fields
Thank you very much! Just one more step … In order for us to process your request as quickly as possible, please confirm your request in your email inbox now. If necessary, please also check the spam folder.
ALWAYS UP TO DATE

Subscribe to our newsletter.

Discover a world full of knowledge and opportunities!
To take your business to a new level, our newsletter will give you

  • up-to-the-minute insights
  • groundbreaking trends
  • exclusive content and
  • access to valuable discount promotions

 

Register now and experience how data and digitalization go hand in hand for your success.

Gaming industry
automates marketing & sales

DATA VALUE MANAGEMENT MEETS CUSTOMER DATA PLATFORM

SALES GROWTH MADE EASY!

 

Would you like to automatically generate new gamers, increase the frequency of users and thereby increase existing customer sales?
Preferably without your own resources?
Then you should get to know your digital employee udo now!

udo stands for universal data orchestrationand is a combination of data value management and customer data platform.

udo automates your marketing and sales processes. You not only save valuable resources, but also increase your turnover at the same time.

Our “Gaming udo” …

merges your data sources. cleans up your databases. expands your data with the Schober data universe. uses machine learning for modern analysis of your gamers. qualifies potential gamers and completes your lead-nurturing process. automatically expands your gaming community. increases the users and user frequency of your games.

udo logo

Find out here how you can gain a real competitive edge by using udo.

What can udo do for you?

A few highlights in the gaming sector…

You keep your data clean!

A reliable database is the basis for all successful marketing and sales activities. udo cleanses your data at various levels (players, games, avatars) and merges it (from any source if necessary). This gives you a cleansed and consolidated database (data lake) with a 360° view of your active and inactive gamers.

Get to know your gamers!

udo’s integrated data universe with billions of attributes provides you with incomparable customer insights. Customers from your industry use, for example, customer lifetime value, customer segment analyses or voucher evaluations. udo already has a large number of valuable analyses, but we are happy to tailor analyses to your specific needs.

You increase users and user frequency!

Through automated activation campaigns, udo brings your inactive users back to the consoles. With the full power of the Schober data universe with over 60 million pieces of data, udo finds previously untapped potential and addresses it via all relevant channels.

udo processes your after-sales automatically!

udo automates your up-sell & cross-sell processes so that you can, for example, convert free gamers into paying users.

Your gamers remain satisfied!

Automate your general existing customer communication with udo (e.g. greetings, news from the industry, birthday goodies, general game inspiration) to stay in constant contact with your gamers. A churn forecast integrated in udo helps you to take timely measures to ensure that your users remain your users.

You win back former gamers!

Simply leave the user reactivation to udo. They will send your communication with individualized content so that former gamers find their way back to you.

show more
No opt-in for advertising?

No problem!

We compare your CRM data with our data universe, which has over 20 million advertising consents. We select the hits and send your advertising content to your CRM database with our data protection-compliant e-mail or postal campaign.

Contact

Would you like to know more about our “Gaming udo”?
We are looking forward to your inquiry.

Simply fill out the form with your data and your request. We will get back to you as soon as possible. Alternatively, you can also make an appointment directly via Calendly.

Arrange a Calendly appointment
salutation
* mandatory fields
* mandatory fields
Thank you very much! Just one more step … In order for us to process your request as quickly as possible, please confirm your request in your email inbox now. If necessary, please also check the spam folder.
ALWAYS UP TO DATE

Subscribe to our newsletter.

Discover a world full of knowledge and opportunities!
To take your business to a new level, our newsletter will give you

  • up-to-the-minute insights
  • groundbreaking trends
  • exclusive content and
  • access to valuable discount promotions

 

Register now and experience how data and digitalization go hand in hand for your success.

Insurance industry
automates marketing & sales

DATA VALUE MANAGEMENT MEETS CUSTOMER DATA PLATFORM

UMSATZWACHSTUM LEICHT GEMACHT!

 

Sie möchten automatisch Leads generieren, neue Abschlüsse generieren und Ihre Bestandskundenverträge ausbauen?
Am besten ohne eigene Ressourcen?
Dann sollten Sie jetzt Ihren digitalen Mitarbeiter udo kennenlernen!

udo steht für universal data orchestration und ist eine Kombination aus Data Value Management und Customer Data Plattform.

udo automatisiert Ihre Marketing- und Vertriebsprozesse. Sie sparen nicht nur wertvolle Ressourcen, sondern steigern gleichzeitig Ihren Umsatz.

Unser “Insurance udo” …

merges your data sources. cleans up your databases. expands your data with the Schober data universe. uses machine learning for modern analyses of your customers. qualifies your leads and handles your lead-nurturing process. automates the expansion of your existing customer base. offers you new potential for acquiring new customers.

udo Logo

Erfahren Sie hier, wie Sie sich durch den Einsatz von udo echte Wettbewerbsvorteile verschaffen. 

What can udo do for you?

A few highlights in the insurance sector …

You keep your data clean!

A reliable database is the basis for all successful marketing and sales activities. udo cleanses your data and consolidates it from any source. This gives you a cleansed and consolidated marketing database (data lake) with a 360° view of your customers and prospects.

Get to know your customers!

udo’s integrated data universe with billions of attributes provides you with incomparable customer insights. Customers from your industry use customer lifetime value or customer segment analyses, for example. udo already has a large number of valuable analyses, but we are happy to tailor analyses to your specific needs.

You will find new potential!

Use the full power of the Schober data universe with over 60 million pieces of data. Based on your existing customers, udo finds your previously untapped potential, which you can address directly and precisely via all channels.

Your customers remain satisfied!

Use udo to automate your general communication with existing customers (e.g. greetings, app downloads, birthday greetings, general insurance information) in order to stay in constant contact with your customers. A churn forecast integrated in udo helps you to take timely measures to ensure that your customers remain your customers.

You expand your existing customer base!

Life circumstances change over time and so do insurance needs. Based on AI-based predictions, udo activates your customers in good time to take out a new insurance policy by automatically suggesting the next best insurance policy based on their life situation. As soon as the defined conditions (in terms of content, time or analytics) are met, udo sends the relevant communication to encourage customers to take out the next policy.

You win back former customers!

Simply leave the customer reactivation to udo. They will send your communication with individualized content so that former customers find their way back to you.

show more
No opt-in for advertising?

No problem!

We compare your CRM data with our data universe, which has over 20 million advertising consents. We select the hits and send your advertising content to your CRM database with our data protection-compliant e-mail or postal campaign.

Contact

Would you like to know more about our “Insurance udo”?
We are looking forward to your inquiry.

Füllen Sie einfach das Formular mit Ihren Daten und Ihrem Anliegen aus. Wir melden uns umgehend bei Ihnen. Alternativ können Sie auch direkt einen Termin via Calendly vereinbaren.

MAKE A CALENDLY APPOINTMENT
salutation
* mandatory fields
* mandatory fields
Thank you very much! Just one more step … In order for us to process your request as quickly as possible, please confirm your request in your email inbox now. If necessary, please also check the spam folder.
ALWAYS UP TO DATE

Subscribe to our newsletter.

Entdecken Sie eine Welt voller Wissen und Chancen!
Um Ihr Business auf ein neues Level zu heben, erhalten Sie in unserem Newsletter

  • brandaktuelle Insights
  • bahnbrechende Trends
  • exklusiven Content und
  • Zugang zu wertvollen Rabatt-Aktionen

 

Melden Sie sich jetzt an und erleben Sie, wie Daten und Digitalisierung für Ihren Erfolg Hand in Hand gehen.

Good relations

Customer Data Platform – The Guide

Die Customer Data Platform der Zukunft. Hallo udo.

Customer data under control

Sprawling amounts of data, dissatisfied customers, no new customers in sight… then it’s time for a Customer Data Plaform. In the course of digitalization, companies are constantly generating and collecting large amounts of information. These often end up in different places, distributed across different systems with separate databases that may be physically networked, but not symbiotically. This leads to data silos, the scope of which is constantly increasing, but the benefits are sometimes reduced due to the immense administrative effort. This is where an application comes into play that links various data sources, combines and cleanses the data they contain in order to make meaningful use of this processed customer data. This application is the above-mentioned Customer Data Platform. But first things first:

What is a customer data platform?

In the past, the grocer around the corner knew exactly what his customers’ shopping habits were. Mrs. Müller, for example, always bought fresh yeast on Thursday for the yeast plait for the Sunday roast. That’s why the clever grocer always had flour clearly visible in the display on these days, so that Mrs. Müller could also take it away and bake it directly. The grocer memorized the buying habits of his customers and arranged the product range accordingly.

Today, information about customers comes from a variety of sources. Data is collected on websites, in apps, in social media and much more, or is stored in customer databases. There they either remain unused or are used singularly for the medium where they were generated. This is where a customer data platform comes in: it supports companies in collecting, storing and managing data from various sources. It breaks open the data prisons and brings the separately collected information together in one place.

Why a customer data platform?

Only together are we strong – this also applies to data. Platforms such as Wikipedia bundle the knowledge of many into a huge knowledge database. A customer data platform works in a similar way: knowledge from many data sources is bundled together. This results in a multitude of advantages: Everything is centralized in one place, new potential is created from the complementary data, efficiency is increased enormously and much more. Discussions with customers reveal further effects. Increased efficiency and productivity are reported, which is accompanied by a reduction in the workload of employees, who no longer have to spend time evaluating data from various sources, but can work directly with the information processed by the CDP. In addition to the selection, evaluation and initial approach of suitable target customers, customer care is also simplified by automated contact routes and taken out of the day-to-day business.

What does the customer gain from a Customer Data Platform?

A customer is no longer just a buyer: it is about more than the simple purchase of a product or service. Excellent and, above all, personal service is now expected and taken for granted. They want to be provided with customized information and recommendations across all communication channels (if desired). This is exactly what a CDP makes possible: it prepares the information relevant to this customer from the overall portfolio of data and delivers precisely this information via the appropriate channel.

What do you get from a customer data platform?

The quality of the customer experience determines the future path between you and your customers. Personalized communication is an important part of a positive customer experience and should therefore be a standard part of the customer approach, as many companies still do not meet this expectation. With the corresponding consequences: customers do not feel they are in good hands and leave. In view of the fact that the cost of acquiring new customers is significantly higher, the loss is even more serious.

Why Customer Data Platform “PLUS”?

The usual approach with a CDP is to access first-party data. In order to be able to work with them at all, they are brought into the same shape. The result is a packaged data package that provides an all-round view of the customer. This is a big step towards digital sales. To perfect this, however, you need that “PLUS”, that little bit extra. This consists of various components that are used to refine, refine and utilize the data.

PLUS 1: Clean-up
PLUS 2: Enrichment
PLUS 3: Access to new potentials

Why “udo” from Schober?

Schober is at home in the world of data. This can also be seen in “udo”, the customer data platform that offers the “PLUS”. With “udo”, the data silos are not only merged, but the data is cleansed in advance, because meaningful analyses work best with clean data. In addition, “udo” enriches the data with information from the integrated data universe. This provides valuable additional information. In addition, the customer’s own data is compared with the potential from the data universe. The result: you can see at a glance what would be possible and have the option of implementing this in “udo” straight away.

PLUS 1: “udo” cleansing
Data is not only freed from its silos and merged, but also cleansed. A clean basis for clean work.

PLUS 2: Enrichment with “udo”
Schober’s data expertise and comparison with the integrated data universe enhances data with valuable additional information. More knowledge leads to added value, because the expanded database enables the “udo” AI to determine perfect target groups in order to play out campaigns in a targeted manner and automate contact routes.

PLUS 3: New customer potential with “udo”
By analyzing existing customers, “udo” identifies new customer potential from the integrated data universe. These can be used directly from “udo” for new customer campaigns across all channels (digital and print).

Naturally, “udo” adheres to the highest standards in terms of data protection, compliance and security.

 

 

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Address data, CDPs and the use of external data

Martin Brahm in conversation with Dr. Jörg Reinnarth

Martin Brahm, Managing Partner of the Schober Information Group, was a guest on Dr. Jörg Reinnarth‘s podcast“More profit with marketing automation“.

 

The two discuss the use of external data for various purposes such as acquiring new customers, customer reactivation and customer value analysis. The influence of weather data on customer behavior is also highlighted. The importance of a customer data platform (CDP) and the challenges of data cleansing will also be discussed.

 

Click here for the podcast.

 

 

More profit with marketing automation

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The data diet

Targeting without cookies

Cookieless Targeting - Wie komme ich trotzdem an meine Zielgruppe?
Do you have to do without cookies in future?

We have your recipe for success!

The end of third-party cookies marks a turning point in the field of online tracking and data-based advertising. These cookies enabled advertisers to track and target users across different websites. With their phasing out, advertisers are now faced with the challenge of finding alternative methods to reach their target groups.

In addition to contextual targeting, i.e. ad placements based on the general context of the website and the increased use of first-party data, in which companies draw on their own information about the behaviour of their users on their own websites to offer personalized advertising, other approaches are needed to provide users with personalized content that is relevant to them.

The search for new ways to address target groups is becoming a challenge for advertisers. Third-party cookies enable targeted marketing, their elimination requires the adaptation of strategies and technologies. Data protection concerns and regulatory requirements play an important role here and must be taken into account when developing new approaches.

With its in-depth knowledge of data, Schober Information Group Deutschland GmbH supports its customers in linking online and offline information in compliance with data protection regulations, even without third-party cookies. In this context, it is important to remember that only third-party cookies disappear from the market, but not third-party data.

Now that third-party data encompasses much more than just a postal address, it is possible to link mobile device users with data records from the CRM or relevant data characteristics using deterministic approaches, even without cookies.

This means that it is still possible to use relevant and personalized content in digital and analogue advertising, taking into account the individual data protection requirements of each individual user.

Contact

You would like to know more? We are looking forward to your inquiry.

Simply fill out the form with your data and your request. We will get back to you as soon as possible. Alternatively, you can also make an appointment directly via Calendly.

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  • groundbreaking trends
  • exclusive content and
  • access to valuable discount promotions

 

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