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: Cleansing with “udo” 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 the 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 with pinpoint accuracy 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.  

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.

Many companies and sales organizations are not keeping pace with the recent rapid changes brought about by digitization and are just doing what they have always done. In the past, they have also been successful with this, as their work is primarily based on the personalized relationship with the customer. However, the challenges for B2B sales are becoming increasingly complex. It’s not just customers and markets that have been transformed by digitization. Technology is turning distribution on its head overall. The opportunities outweigh the risks, but only if you know how to take advantage of them.

On the next few pages, we want to take you into the new world of B2B sales. The white paper first discusses the three most important challenges for sales managers – beyond the buyer journey in the narrower sense. The second part focuses – for your maximum benefit – on concrete use cases. We show the most important success factors for B2B sales. The Schober consultants will provide you with further background information in a personal conversation. The third part presents udo, a concrete solution concept for sales digitization.