Customer Data Platforms (CDPs) versprechen, Daten zu vereinheitlichen, Kunden besser zu verstehen und personalisierte Kommunikation zu ermöglichen. Sie gelten als Schlüsseltechnologie für datengetriebenes Marketing und datenbasierte Vertriebsprozesse. In großen Unternehmen gehören CDPs längst zur digitalen Infrastruktur – betrieben von spezialisierten Data-Teams, integriert in komplexe Systemlandschaften und unterstützt durch millionenschwere Budgets. Doch was in Konzernen funktioniert, skaliert nicht automatisch im Mittelstand.

Denn mittelständische Unternehmen ticken anders:

Bereinigung und Anreicherung – Stufen 1+2 der „Brahm’schen Treppe“

Bereits beim Upload prüft udo die übermittelten Datensätze auf Dubletten, syntaktische Korrektheit und inhaltliche Vollständigkeit. Dabei greift die Plattform auf Schober-Logiken zurück, die seit Jahrzehnten im Adressqualitätsmanagement etabliert sind.

Martin Brahm, Erfinder der sogenannten Brahm’schen Treppe, erklärt: „Die Basis einer erfolgreichen Datenstrategie ist eine saubere, einheitliche Datenbasis. Erst wenn ich meine eigenen Daten konsolidiert und bereinigt habe – also Stufe 1 der Brahm’schen Treppe meistere –, kann sich das volle Potenzial der Anreicherung mit Dritt- und Schober-Daten entfalten. Nur so werden Customer Insights, zielgerichtete Analysen und eine effiziente Aussteuerung überhaupt möglich.“

udo übernimmt genau diesen entscheidenden ersten Schritt automatisch – und macht damit den Einstieg in professionelles, datengestütztes Marketing auch für mittelständische Unternehmen realisierbar.

Durch die systematische Bereinigung und Anreicherung entstehen moderne, strukturierte Datenbestände. Diese stellen die notwendige Voraussetzung für den Einsatz von Machine Learning und KI-gestützten Analyseverfahren dar – denn selbst der beste Algorithmus funktioniert nur so gut wie die Daten, mit denen er trainiert wird.

udo übersetzt die qualifizierten Daten automatisch in Formate, die für automatisierte Analysen und Prognosen geeignet sind. Das ermöglicht eine neue Qualität an Zielgruppenverständnis – und zwar auch ohne eigenes Data-Science-Team.

So lassen sich z. B. Personas durch Ähnlichkeitsanalysen datenbasiert ableiten oder Customer Lifetime Value und Kaufwahrscheinlichkeiten präzise modellieren. Predictive Analytics, die bisher Großkonzernen vorbehalten waren, werden mit udo zum Werkzeug für mittelständische Marketingverantwortliche.

Auch automatisierte Trigger-Kampagnen und intelligente Segmentlogiken können mit wenigen Klicks aufgesetzt werden. Die Plattform liefert dazu Empfehlungen, basierend auf Nutzungsmustern und dem Verhalten ähnlicher Zielgruppen – datengestützt, transparent und sofort umsetzbar.

Was bislang großen Konzernen mit eigenen Data-Science-Teams vorbehalten war, steht nun auch mittelständischen Marketern zur Verfügung – ganz ohne technisches Vorwissen.

Auf einen Blick:

Während andere CDPs auf umfangreiche IT-Integration setzen, verfolgt udo den entgegengesetzten Ansatz: schnell starten, ohne tiefgreifende Eingriffe in bestehende Systeme.

Der Einstieg erfolgt denkbar einfach – durch den Upload der vorhandenen Kundendaten in eine sichere, dedizierte Cloud-Instanz. Kein Installationsaufwand, keine Abhängigkeit von internen IT-Ressourcen, keine zusätzlichen Lizenzmodelle für Drittsysteme. Die Bedienung erfolgt webbasiert über eine moderne, übersichtliche Benutzeroberfläche.

Bei Bedarf kann udo über standardisierte Schnittstellen (REST-API) mit CRM-, ERP- oder Shop-Systemen verbunden werden – die Anbindung ist möglich, aber kein Muss. Gerade für mittelständische Unternehmen mit schlanken IT-Strukturen ist das ein entscheidender Vorteil.

Der Effekt:

• Innerhalb weniger Tage ist die Plattform einsatzbereit.
• Marketer und Vertriebsteams können unmittelbar mit der Arbeit beginnen – ohne Projektplan, ohne Meetings, ohne Abhängigkeit von externen Dienstleistern.

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.

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.

The energy industry with its utilities and municipal utilities is in the midst of restructuring. If Germany’s players in the energy market want to survive, they will have to reinvent themselves in the areas of sales and marketing and rethink their business models. This applies to the core products and the switch to renewable energies. But the transformation goes much deeper: customers’ requirements have grown beyond just energy supply, and digitization offers new opportunities and requires new offerings. At the same time, new players beyond the typical utilities and municipal utilities are entering the market – comparison portals, providers from outside the industry, international disruptors.

Sales and marketing are crucial to the success of the transformation. Liberalized markets open up new opportunities, but also dissolve the established bond between supplier and customer. Interaction with high value for customers is therefore one of the key success factors for the transformation to succeed. If a utility or municipal utility wants to make better offers on competitive markets in the long term, it has to know its customers and their requirements in detail.

The white paper first looks at the five most important transformation fields of the energy transition and highlights their significance for the industry as a whole and specifically for marketing and sales managers. The second part summarizes the consequences of the transformation for CMOs and CSOs, and then presents a concrete solution concept for the upcoming tasks in the following part. The last part is dedicated to concrete use cases in order to convey practical knowledge and possible applications. In view of the large number of challenges, we are only showing a selection; we will be happy to provide you with further material and background on request.

Valuable additional information via API for your datasets

Know your customers and target groups for successful marketing, selective analyses and a professional customer approach. With an automated enrichment of current additional data via API from the Schober data universe, you create the prerequisite for this valuable qualification of your data stock.

The Schober data universe always at your fingertips

Use our interface to immediately and easily access our extensive company and contact database in the B2B area as well as our personal database in the B2C area. In this way, our API supports you in digitizing and automating your business processes and improves the data quality in your CRM or ERP system.

Click here for a free download of our API info sheet

Learn the top 5 reasons for multibuyer analytics and customer engagement in this checklist:

• Existing customers increase sales more efficiently than new customers
• Multi-buyer analytics ensure high customer loyalty
• Multi-buyer analytics help tailor the offer to customers
• Higher customer value counts: Rewarding high-revenue VIP customers
• Legal certainty and the recommendation booster

Click here to download for free:

Multibuyer Analytics Checklist

Learn in this checklist the 5 most important aspects why good data quality must be the basis for all your marketing and sales actions:

• Breaking through “Garbage-in-Garbage-out”.
• Data must be and remain current
• Dissolve and avoid data silos
• Description depth and enrichment
• Data quality is a process

Click here to download for free:

Data Quality Checklist

Are brand loyalty and customer retention yesterday’s news? In any case, the technical upheavals of recent years have turned some certainties upside down. CMOs and CSOs in the midmarket are challenged to adapt to the new conditions in both B2C and B2B business. In view of the thematic abundance – AI, ML, DSGVO, Last Cookie, Zero Data – decision makers in marketing and sales are strongly challenged. But, and this is our good news: The challenges are manageable. Brand loyalty and customer retention are still important and feasible. That’s what we want to show you on the next few pages and take you into a new world.

This white paper begins by looking at the three key challenges facing marketing and sales executives. The second part summarizes the consequences of the transformation for CMOs and CSOs, and then presents a concrete solution concept for the upcoming tasks in the following part with udo. The last part contains concrete use cases to impart practical knowledge and possible applications at
. In view of the large number of challenges, we are only showing a selection; we will be happy to provide you with further material and background on request.