Ralf Strauß, Managing Partner of Marketing Tech Labs, at the opening of the Marketing Tech Summit 2021.
( Photo: Storyworks / Marketing Tech Summit 2021)
At the Marketing Tech Summit 2021, for many marketers present: it was the first on-site event in a long time to the questions: How does a good tech stack help to collect data and evaluate it properly? Build, buy or outsource yourself? How do I get all of this managed? What can the data be used for? Three sessions were particularly exciting: Message in a bottle and Thomann, Lufthansa and, as Ralf Strauss from the Marketing Tech Lab called it: “What the hell am I allowed to do?” With Simon Menke from Otto. Coop from Switzerland received the Marketing Tech Award 2021 – the jury found the combination of offline and online data impressive, and the audience was impressed by the easily understandable pitch.
Customer- Centricity from a new perspective at Lufthansa
Customer centricity – this drop is actually sucked enough. Oliver Schmitt from Lufthansa gave the whole thing a new twist: business models are usually purely transactional. Sure, there are some nice loyalty programs, but it is far from being really relationship-focused and customer-centric. From the transactional point of view, for example, a person who flew 35 times in the last year has earned the bonus program and benefits. But with only 34 flights a: e customer does not qualify for the program and comes away completely empty?
“That works not, ”says Schmitt. Customers who look after their child for two years, for example, lose their premium status from a transactional perspective, are forgotten, virtually “dead”. In a customer-centric model, Lufthansa would know that they are on parental leave – and maintain their premium status. The charm of the lecture: Schmitt spoke quite openly about the fact that not all of the measures had been implemented. It was a tough year for Lufthansa. In order to maintain the company, a reasonable compromise must be found between customer centricity and the focus on transactions.
Message in a bottle and Thomann: The winner of hearts
The session with Huesmann and Schoderböck was considered the most exciting of the four breakout- Sessions chosen. Christoph Huesmann from Bottle Post reported: The company built the entire tech stack itself, except for the payroll and financial accounting software. One reason for this was the cost – they developed a recommendation algorithm themselves, for example, because otherwise they would transfer their entire margin to the provider. Huesmann said: It doesn’t always have to be a senior developer. Testing three recommendation algorithms for effectiveness was, for example, the student’s master’s thesis.
He is now employed and has a team of four People. The most important thing is that people “have horsepower between their ears”. It was also exciting that the shop is set up contrary to all best practices in e-commerce: Recommendations everywhere, including in the shopping cart, users are constantly directed back from there to the shop. There are no back-in-stock emails, and customers are not constantly asked to order. Because message in a bottle has a conversion rate of 50 percent. The point is not to convince more people to buy, but to enlarge the shopping cart. Impulse purchases with few goods are of no use: delivery costs are high and there is no turnover. The aim is not to constantly encourage people to buy – but to cover the demand exclusively with message in a bottle without the drivers having to come too often.
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Sven Schoderböck von Thomann surprised with an approach that most listeners: inside probably surprisingly down-to-earth and unspecific Tactical: After a detailed decision-making phase in which all requirements and the need for a tool are determined, a test version is worked out in a few hours. “It looks like shit, but it works. But then we can pierce it. ”Often it is just a Google sheet. Sometimes the result would be: This can be easily automated, there is no need for a tool.
The KPIs for measuring success are provided by the Discussed departments with the management. The big growth, however, would come from strategic decisions and less from one or the other tool. “We can’t stare at KPIs all day and rely on it staying that way.” A listener asks about the single point of truth at which everything comes together, because: “It all sounds a bit fragmented.” Schoderböck just shrugged with a grin: “Rock’n’Roll”.
Message in a bottle that does what best practices advise against, and Thomann, who test with Google Sheets, instead of plunging into expensive tools, show: It’s not about going the one right way – but sometimes shifting the best practices elsewhere and the strategy, your own company goals and – consider the conditions closely. And then, if in doubt, just make a decision: The best practices are nonsense for your own company. And if a single point of truth or one data lake does not make sense (for example, if the customers and markets are so heavily segmented as at Thomann), then it works without it.
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Spoilers, but rightly: Simon Menke from Otto and data protection
“Usually one is never happy about the lawyers,” said Menke first – and in the second sentence issued a warning to many of the previous speakers. The concepts are good, but they should be careful because it is not as simple as they represent. Because the e-privacy regulation and, accordingly, the TTDSG would also affect the processing of anonymized data when obtaining consent from users. This is particularly relevant for tracking. Thus, the following also applies to a decentralized solution in data clean rooms: The processing requires the consent of the users:
How At the Dmexco, a decentralized data matching solution was also presented at the Marketing Tech Summit, this time from Decentriq from Switzerland. However, caution should also be exercised when uploading data to data rooms: the implementation of the rights of those affected should be ensured. On the one hand, companies should be able to provide information about where which data is located and how it is used – on the other hand, customers have the right to have this data deleted. Here, for example, an exclusion audience would be offered, with which the data record is cross-checked in the data room.
In the lecture, Menke threw another row Questions in which cases the exact effect is not yet clear. But he also pointed out that the TTDSG is the implementation of the e-privacy regulation from 2009: “Everyone is crying, but we were lucky for 12 years and could do what we wanted for as long.”
