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Cooperative Databases Work
1.
© d.o.t.s.s. GmbH
& Co. KG 2011 Cooperative Database the situation in which even competitors win
2.
© d.o.t.s.s. gmbh
& co kg 2011 2 The interesting thing about cooperations Adaption of the concept: cooperative databases 1 2 5 Agenda It works!
3.
© d.o.t.s.s. gmbh
& co kg 2011 3 The interesting thing about cooperations facts to consider North America: New York, Los Angeles.. Europe: London, Paris Asia: Tokyo North America: New York, Los Angeles.. Europe: London, Paris Asia: Tokyo Frankfurt: Banks Paris: Fashion … Frankfurt: Banks Paris: Fashion … Furniture, Fast-Food … Furniture, Fast-Food … „Working“ Cluster: advantages because of a critical mass of businesses, specialised manpower, capabilities and knowledge Why do even competitors often decide to chose a location near each other? Why do even competitors often decide to chose a location near each other? The headquarters of the 500 biggest global players are located in only 20 urban areas! The headquarters of the 500 biggest global players are located in only 20 urban areas! Headquarters of competing players are often located in the same city Headquarters of competing players are often located in the same city Competitors are often located door-to-door Competitors are often located door-to-door
4.
© d.o.t.s.s. gmbh
& co kg 2011 4 The interesting thing about cooperations facts to consider What do you know about Barack Obama? Not each and every detail? What do you know about Barack Obama? Not each and every detail? Who knows more than the most wise guy in the world?Who knows more than the most wise guy in the world? Crowds know more than a single person is ever able to know He married Michelle Obama in 1992 He likes modern art he was born in Honolulu He saw his Dad for the last time at the age of 10, because his parents got divorced He was the first afro-american who was chosen to be president of the Harcard Law Review Journal He was called Barry by his friends when he was a boy
5.
© d.o.t.s.s. gmbh
& co kg 2011 5 The interesting thing about cooperations facts to consider You want to know your customers future behaviour? Look at the past! The more data you have got, the better you know your customer! You want to know your customers future behaviour? Look at the past! The more data you have got, the better you know your customer! How to predict future? Do you know what the weather will be like in the second week of march in Dubai next year? How to predict future? Do you know what the weather will be like in the second week of march in Dubai next year? Collection of data of/ in the past can predict future behaviour ! Collection of data of/ in the past can predict future behaviour !
6.
© d.o.t.s.s. gmbh
& co kg 2011 6 steps towards a successful cooperation build a pool of knowledge Willingess to share data / trustWillingess to share data / trust Collect and pool the dataCollect and pool the data Give those, who gave data, useful information backGive those, who gave data, useful information back Select the information you give back in the most useful waySelect the information you give back in the most useful way Constantly work on the quality of the poolConstantly work on the quality of the pool
7.
© d.o.t.s.s. gmbh
& co kg 2011 7 The interesting thing about cooperations it works all over the world! All over the world, people are willing to share their knowledge and to build a pool of dataAll over the world, people are willing to share their knowledge and to build a pool of data Germany, France, USA, UK, Canada, Japan, … Do I want to share my data? Do I want to share my data?
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& co kg 2011 8 Adaption of the cooperation concept cooperative databases Via which channels do people buy? When do they buy? For which amount of money do they buy? Who is a Multi-Buyer? How often and out of how many catalogues do they buy? How to best address a certain person? Who pays and who does not? Who returns and who does not? Via which channels do people buy? When do they buy? For which amount of money do they buy? Who is a Multi-Buyer? How often and out of how many catalogues do they buy? How to best address a certain person? Who pays and who does not? Who returns and who does not? because giving my data into the pool, means getting much more information back!because giving my data into the pool, means getting much more information back!
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& co kg 2011 9 Adaption of the cooperation concept cooperative databases Shit in, shit out: I want to get „good“ data out of the pool, so I give „good“ data into the pool Everybody wants to get legal data, so only legally generated data goes into the pool I do not want to give data to direct competitors: direct competitors can be blocked Shit in, shit out: I want to get „good“ data out of the pool, so I give „good“ data into the pool Everybody wants to get legal data, so only legally generated data goes into the pool I do not want to give data to direct competitors: direct competitors can be blocked What a successful cooperative database looks like:What a successful cooperative database looks like:
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& co kg 2011 10 Adaption of the cooperation concept in Germany it works! Is now Together we know 95% of the german mail order customers! More than 35 million Households More than 600 million transactions
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& co kg 2011 11 our goalsour goals mail-order-alliance business model Mail-order-alliance Information about the purchaser new prospects Pool of transactional data when, how much, how often individuals ordered provide addresses with proven mail-order activity deliver prospect names matching to your customer profile reactivate lapsed customers / convert prospects into customers provide addresses with proven mail-order activity deliver prospect names matching to your customer profile reactivate lapsed customers / convert prospects into customers your benefityour benefit more efficient budgeting selective mailings, higher response rates and lower churn more efficient budgeting selective mailings, higher response rates and lower churn member 1 member 2 member 3 member 4
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& co kg 2011 12 Recency Timeliness Recency Timeliness Frequency Frequency of purchases Frequency Frequency of purchases Monetary Monetary value Monetary Monetary value mail-order-alliance the basics R F M Many decades of direct marketing have proven, that transactional data is highly relevant to successful future campaigns!
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& co kg 2011 13 Multi Buyer mail-order-company 1 mail-order-company 2 mail-order-company 4 Address-potentialAddress-potential Customers 1 Customers 4 Customers 2 mail-order-company 3 Customers 3 mail-order-alliance acquisition of new customers - prospecting
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& co kg 2011 14 mail !mail ! good chance forgood chance for (re-)activation(re-)activation housefile with the mail-order-alliance data file of the company active purchasers inactive purchasers (e.g. no purchase within the last 12 months) prospects inactive purchasers prospects currently active in mail-order business no info about mail order activities No informationNo information available !available ! mail !mail !
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& co kg 2011 15 Adaption of the cooperation concept e@lliance Supplier of advertising space: Provides advertising space and receives payment full control concerning content of the advertisement guaranteed through approval process Supplier of advertising space: Provides advertising space and receives payment full control concerning content of the advertisement guaranteed through approval process User of advertising space: Places ad-content in a way, by which accurately fitting mail-order-customers can be reached Benefits from the recommendation-character User of advertising space: Places ad-content in a way, by which accurately fitting mail-order-customers can be reached Benefits from the recommendation-character Covenient delivery via platform Reporting for user of thead-space Opt-Out management Covenient delivery via platform Reporting for user of thead-space Opt-Out management
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& co kg 2011 16 Adaption of the cooperation concept e@lliance
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© d.o.t.s.s. gmbh
& co kg 2011 17 2011 by d.o.t.s.s. GmbH & Co. KG Salzstraße 52 D-48143 Münster All rights reserved. The conceptual contents of this presentation is our intellectual property and must only be realized in cooperation with us unless otherwise contractually agreed. By law we are obliged to let you know that we are not doing any legal consulting (data protection). Copyright
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