Situationalization Platform - Add situational awareness to every digital touchpoint

1. RALPH HUNERMANN
Odoscope
Future of
Shopping
Curated by Eva Wimmers

2. Situationalization Platform
Add Situational Awareness
to every Digital Touchpoint
Dr.-Ing. Ralph Hünermann

3. Personalization vs. Situationalization
Situationalization Platform - Add Situational Awareness to every Digital Touchpoint # 2
Personalization Situationalization
Hello George!
Do you want a
Nespresso as
usual?
Offer a drink to George Clooney

4. The Problem with Product Lists
Situationalization Platform - Add Situational Awareness to every Digital Touchpoint # 3
…
Too many pages
Same sorting for all users
Filters are rarely used
Huge amount of products
• Users want to get
inspired. They don’t
know exactly what
they are looking for.
• On the other hand,
users don’t look at
all products.
• The challenge is to
show the right
products for
individual
inspiration on the
first page.

5. Situational Data is Available for all Users
Situationalization Platform - Add Situational Awareness to every Digital Touchpoint # 4

6. Available Situational Data
Situationalization Platform - Add Situational Awareness to every Digital Touchpoint # 5
Weekday: Monday
Time: between 10am and 11am
Device: iPad Pro, 9,7“
Operating System: iOS 11
Region: Berlin
Urbanity: Metropolitan region
No Cookie: first-time-visitor
Click: Display Ad on Banner A
Referrer: Facebook
Weather: Rain
Browser: Safari
Real-Time Persona based on
properties of clicked products

7. Determination of Situational Relevance
Situationalization Platform - Add Situational Awareness to every Digital Touchpoint # 6
Monday 10h-11h
iPad
iOS 11
BerlinMetropolis
New Customer
Click: Banner A
Referrer: Instagram
Rain
Group of users in
similar situation
(real-time clustering)
Sample
Situational Data
Calculation of relevant products based
on interactions of peer group
(prescriptive analysis)
Safari
As big as needed,
as small as possible
20ms
Real-Time Persona:
Discounted complex
printed T-Shirts
Optional Personal Data:
Buying history, Persona,
Gender, Size,
CRM-Data, Facebook-Data,
Google-Data

8. Example of different Situations
Situationalization Platform - Add Situational Awareness to every Digital Touchpoint # 7

9. Assortment Control with ODOSCOPE
Situationalization Platform - Add Situational Awareness to every Digital Touchpoint # 8

10. Excerpt of Customers
with annual online revenue
$100M+ $100M+ $100M+
$100M+
$100M+
$100M+
$50M+
$50M+
$100M+
$20M+
$20M+$20M+ $20M+
$20M+
$100M+
$50M+
$100M+ $100M+
$100M+
$50M+
Situationalization Platform - Add Situational Awareness to every Digital Touchpoint # 9

11. Top Notch Uplift Results in Split Tests
Situationalization Platform - Add Situational Awareness to every Digital Touchpoint # 10
Conversion Rate Mobile Revenue
Conversion Rate Desktop
Average Basket Size Click-Through-Rate
+27%
+35%
+21%
+24%
+29%
+32%
+31%
+120%
+21%
+22%
+38%
+52%
+35%
+9%
+14%
+42%
+24% +88%
+19%
+12%
+7%
+3%
+9%
+8%
+11%
+14%
+6%
+23%
+17%+20%
+9%
+4%
+11%
+7%
+9%
+18%
+5%
+17%
+15%

12. Highlights
Situationalization Platform - Add Situational Awareness to every Digital Touchpoint # 11
Easy
Integration
Use your own
Business Logic
Fast
Performance
Intuitive
Dashboard
Fully GDPR
Compliant
Self Learning
Technology
Boost
Revenue
Monetize your
own Data