Digitization in CRM, sales and marketing

Data Value Management (DVM) refers to the systematic management, use and optimization of data in order to maximize the value of data for a company. The aim is to not just view data as a passive asset, but to actively manage and control it in order to achieve strategic and operational benefits. Key aspects of data value management:

1. Data as a strategic asset: Data is seen by companies as a valuable resource that can drive business success. DVM helps to recognize and use the potential value of data for various business processes.
2. Data quality and consistency: For data to have value, it must be of high quality. DVM ensures that the data is accurate, complete, consistent and up-to-date. Data quality assurance is a central component.
3. Data utilization and analysis: DVM also includes the promotion of data analysis to gain insights that lead to better business decisions. It helps to make the best use of data, e.g. to improve market insights, customer behavior or operational efficiency.
4. Data management and governance: A central component of DVM is data management, including data architecture, data integration and data flow control throughout the company. Data governance also plays a major role in ensuring that the use of data complies with legal and ethical requirements.
5. Creating value from data: DVM provides processes, tools and frameworks to ensure that companies can extract the maximum value from their data. This can lead to better business models, innovative services or products.
6. Risk management and compliance: Data value management also includes the aspect of risk management. As data is often sensitive and regulated, DVM must ensure that compliance requirements are met and data protection risks are minimized.

Objectives of Data Value Management:

• Monetize data: Increase the value of data directly or indirectly, e.g. through data-driven business models or optimizations.
• Increase efficiency and competitiveness: Through better decision-making, automation and personalization, companies can increase their efficiency and become more competitive.
• Better customer experience: Data allows a better understanding of customer needs and enables personalized offers and services that lead to higher customer satisfaction.

Why is data value management important? In today’s data-driven world, an organization’s ability to use data strategically is a critical factor for success. Data value management enables companies to leverage their data to stay innovative, efficient and competitive.  

A CDP stands for Customer Data Platform. It is a technology that helps companies to collect, organize and use data about their customers. The main task of a CDP is to integrate and consolidate customer data from various sources (e.g. web tracking, CRM systems, e-commerce platforms, social media, email marketing) in order to create a complete and uniform customer profile. Key features of a CDP:

1. Data integration: A CDP collects data from various internal and external sources and merges it into a central customer profile.
2. Customer-centric data structure: The CDP focuses on creating a 360-degree view of the customer. It tracks all customer interactions and touchpoints with a company.
3. Real-time data availability: The data in a CDP is often available in real time, so companies can use up-to-date, reliable information to implement personalized marketing measures, for example.
4. User-friendliness for marketers: A CDP is designed to be easily accessible to non-technical users, such as marketing departments. It offers intuitive user interfaces to control campaigns and create target groups based on the aggregated data.
5. Data protection and compliance: As CDPs process personal data, they usually have strong functions to ensure compliance with data protection regulations such as the GDPR.

CDPs help companies to develop a deeper understanding of their customers in order to develop personalized and targeted marketing strategies.  

There is hardly any effort involved, so using udo is not comparable to implementing a normal customer data platform. You simply load your data into udo using a simple mapping – the platform does the rest for you. We will be happy to assist you with the details.

udo is “hosted and made in Germany”. The servers of our Software-as-a-Service platform udo are located in a secured server room and of course meet all modern requirements regarding security and technology.

A DMP primarily works with anonymous data, which is often used for short-term targeting in digital advertising campaigns, particularly in the programmatic area. A CDP, on the other hand, works with personalized and long-term customer data that targets the entire customer experience and is used not only for advertising, but also for CRM, customer loyalty and personalization.

The combination of Data Value Management and Customer Data Platform (CDP) makes udo a next-generation platform. udo provides important functionalities of a CDP such as the merging of data silos and the real-time analysis of the journey via a convenient user interface. But that’s just the beginning: In addition to company and event data, marketing specialists often need third-party data to segment and accurately describe target groups. If you want to create personas and search for statistical twins, you also need tools for qualitative data analysis that you would otherwise find in a Data Management Platform (DMP). udo is therefore CDP plus DMP – Data Value Management combined with a Customer Data Platform.

Yes, in any case, companies can also use udo only with their own first party data. Even with your own data, you can use udos to analyze the customer journey and deliver messages to the right audience. The precise coordination of touchpoints by means of data networking alone creates enormous added value. This is also shown by the term “orchestration”: accompany your customers harmoniously all the way to the transaction.

In fact, Schober Software has been making software for 75 years! Software has always been an important part of our business. Based on many years of expertise in the field of personal and business data, we have always offered you the decisive technologies and competencies to successfully address your target groups along the customer journey. We have now bundled technology and know-how into one platform: udo turns crude oil data into fuel for your marketing.

Yes, udo’s data processing is DSGVO compliant. This way, you drive the digitization of your sales and don’t have to worry about data protection.

udo succeeds in addressing the target groups correctly thanks to the many different modules that give udo a huge marketing intelligence. These make udo an all-in-one solution for your digital sales. From cleansing your aggregated data to analyzing it automatically using artificial intelligence to targeting your customers, udo manages your digital sales. This qualitative data analysis and marketing automation gives you an accurate picture of your target audience and also knows the perfect channel to reach them.

udo is precisely designed for individual marketing and the digitalization of sales. In the field of MarTech Solutions, artificial intelligence combined with marketing intelligence is indispensable. However, what makes udo better than most other providers of digitization in sales is the total package of the 4 steps. Data cleansing, qualitative data analysis, segmentation as well as customer targeting all come from a single source. This is what makes udo so practical and attractive in the field of marketing automation.