What data architecture does it take to achieve customer-centricity? As CEO of b.telligent, Sebastian Amtage could also be called the master of tools and technologies in the fields of BI, CRM, DataScience, and cloud technologies. Together with Julia Rapp, Senior Product Owner CRM und Loyalty at Laya Solutions, Sebastian shows with practical examples why and how marketers and data scientists should think modular and achieve customer-centricity with a flexible data architecture. Get to know new possibilities to leverage your #MarTech stack!

1. Think modular!
Achieving customer
centricity with flexible
data architecture
Julia Rapp, LAYA Group and Sebastian Amtage, b.telligent

2. Julia Rapp
LAYA
rewarding experiences. loyal
customers
Senior Manager CRM & Loyalty at LAYA Solutions,
advancing retailers’ digital transformation towards a truly
customer-centric organization
12 years of experience in CRM strategy and customer
loyalty
Expert in launching multi partner loyalty schemes
worldwide

3. Sebastian Amtage
b.telligent
smart data. smart decisions.
Founder and CEO of b.telligent, a
technology-independent consultancy specializing in
analytics and data management.
20 years of experience in international data projects.
Data visionary for intelligent data driven solutions and
forward-looking technology.

4. Why modular?
An innovative
approach to CRM
architecture
Architecture
Deep Dive Consent
& Loyalty
Introduction
LAYA and
b.telligent
Agenda

5. This is LAYA!
LAYA is designed to put the customer and his needs
and help retailers to accelerate the digital transformation
in the center of all core business design decisions
unrivalled customer experience and true brand loyalty.
of their underlying business model by creating an
Founded in March 2020
in Munich
Truly customer-centric service
company
70+ Tech- & Analytics talents
recruited so far
Full agile
product organization

6. Every day, every hour, every minute

7. our retail customers are performing actions

8. through numerous touchpoints

9. adding up to a powerful pool of first party data
300
physical stores
More than
CRM
Profiles
Click & Surf
Behavior
Shopping Behavior across
channels
Marketing
Reaction
Store & Market
Data
6
Webshops
>20M
customers
… available for

10. Strong data alliance for retailers
Intelligent & data-based
solutions
Exploit data potentials
Ownership & Governance
Data Asset Allocation
Multi-retailer coalition program
External Data Access
Data Monetization
Customer Data Platform
Consulting Services
Operational Excellence
Three business units – each with dedicated purpose

11. Fast
Flexible
Modular-based
From experts for experts
Our LAYA
Smart Data Platform
State of the art
Best of Breed
Multi-client capability
Built for the Cloud
Scaling on the fly
Source-Code owned

12. ▪ Pseudonym
transaction
data
Information GAP
Typical silos in retail & e-commerce
▪ Card holder
master data
▪ Consent
▪ Contact
information
▪ Orders /
Purchases
▪ Interaction
history
▪ Account details
▪ Orders
▪ Invoices
▪ Payment
history
▪ Payment
Methods
▪ Credit Rating
▪ Account master
data
▪ Search history
▪ Shopping
basket & order
history
▪ Payment
methods and
History
▪ E-Mail address
▪ Interaction
history
▪ Response
history
▪ Bounce history
▪ Permissions
▪ Referrer &
search terms
▪ Device
information
▪ Geolocation
▪ Interaction
history, i.e. click
stream data
PoS Loyalty ERP E-shop
Newslette
r
Digital
Marketing
LAYA Smart Data Platform

13. ▪ Central IAM for
identification of
customers in all
customer
touchpoints
▪ Central
management of
master data and
consents
▪ Central
management of
preferences
▪ Uniform standards
for tracking
customer
interaction on
digital offers or
apps
▪ Central customer
contact history
▪ Central
management of
payment methods
and payment data
▪ Use of registered
payment methods
across all
touchpoints
▪ Central campaign
management
system with
central logic
▪ Coordination of
CDP and other
channel-specific
Personalization
services
(retargeting,
advertising, ...)
▪ Establishment of
a central,
customer-centric,
analytical
database for
analytics,
campaign
management and
reporting
▪ Consideration of
GDPR
Central
IAM
1
Central
Tracking
2
Central
Data Platform
3
Central
Decisioning
4
One
Payment
5
5 pillars of a modern omni-channel MarTech infrastructure

14. Customer owned LAYA owned
Architecture of the LAYA Smart Data Platform
Marketing
Automation /
CDP
IAM
&
Consent
Managment
(CMP)
Data
Lake
Customer Data
Hub
Customer
Analytics
Channels
Central
Decisioning
Smart Data Platform
Customer
Analytics
E-Shop
Golden Record
Landing
Zone
(Interfaces)
ERP
CMP
IAM
Payment
Bulk E-Mail
Mobile Engagement
Display Advertising
A/B Testing
Personalization
Recommendation
DMP
Retargeting
Tracking
Custom Audience
360° View
PoS
App
E-Shop
Off-
Portal
Social
Care
Operational systems
...
E-Shop
ERP
PoS
Loyalty
...
Customer
Master
Planned

15. b.telligent in a nutshell
Topics
Data Strategy
Data Governance
Analytics and data
platforms
Big Data
Cloud
Data Science
AI/ML
Visual Analytics
Business
Intelligence
Performance
Management
Customer
Engagement
Range of Services
Optimize
Run
Build
Design
Check
Industries & customers in the DACH area
Telecommunikation
+500
weitere
Kunde
n
Banks Entertainment & Media
Trade & E-Commerce Automotive Insurance
Suppliers Industry Travel
+ 50 weitere Partner
Partner
Munich + Zurich + Dusseldorf
+ Hamburg + Frankfurt + Berlin
2004 2009 2010 2011 2013 2016 2018 2020
Development
(Employees & Locations)
0
150
100
50 49
118
300+
200
2021
250
+ Hanover + Basel
300

16. b.telligent in a nutshell
Themen
Data Strategy
Data Governance
Analytics and data
platforms
Big Data
Cloud
Data Science
AI/ML
Visual Analytics
Business
Intelligence
Performance
Management
Customer
Engagement
Range of Services
Optimize
Run
Build
Design
Check
Industries & customers in the DACH area
Telecommunikation
+500
weitere
Kunden
Banks Entertainment & Media
Trade & E-Commerce Automotive Insurance
Suppliers Industry Travel
+ 50 weitere Partner
Partner
Munich + Zurich + Dusseldorf
+ Hamburg + Frankfurt + Berlin
2004 2009 2010 2011 2013 2016 2018 2020
Development
(Employees & Locations)
0
150
100
50 49
118
300+
200
2021
250
+ Hanover + Basel
300

17. Design
Build
Run & Improve
in this project
The role
of b.telligent
Cloud architecture design
Customer Master
Set-up & Development
• Cloud infrastructure
(as code)
• Data platform / Streaming
• Analytics platform
• Marketing Automation
Overall architecture design
Technology evaluation
• Cloud platform
• Data Processing (ELT)
• Analytics
• Marketing Automation
Consent Management

18. Multiple Retailer
LAYA
Challenges for Consent Management
Dynamic Omnichannel
Management
Independent Microservice
Consent Groups
Multi-Tenant capabilities
Individual Audience Level
Full GDPR documentation
require
flexibility
…solved with b.telligent Consent Cloud

19. Separation of duties – Consent Management
Full documentation of consent assignment
Flexible configuration of consents & metadata
Revision security for consents
Single Source of truth for customer consent status
Central trigger of E-Mail DOI
Documentation
Dynamic content management for all channels
System of records
Dynamic Omnichannel Management
…simplify your roadmap!

20. Export
Provision
Consent
Management
▪ Website / App
▪ POS-/
Cashiersystem
▪ Paper /
Registration form
▪ POS Terminal
▪ Call Center
▪ DMP
▪ DWH
▪ Reporting
▪ Campaign
Management
System
▪ Web Analytics
Registration
How Consent Management is integrated into the smart data platform

21. Loyalty made by LAYA
• Loyalty booking for baskets / SKUs
/ exclusions
• Rounding rules & Goodwill
processes
• Handling of returns and charge
backs
• Status level (Basis / Platin)
• Cross-Retailer partnership
Loyalty features
Active clients
~27M
Transactions rated within
the loyalty module per year
> 10 M
Loyalty members
• Flexible configuration possibilities
− Incentive types
− Stores & Channels
− Categories, SKUs
•Personalization capabilities
− Targeted send out of coupons
− Personalized coupon center
Couponing features

22. Loyalty Architecture
External Clients
/Applications
A
Number
Generator
Loyalty
Core
Loyalty
Identity &
Access
Mgmt
Azure Service Fabric
LAYA:
Customer
Master
Analytical
Platform
REST APIs
Azure Service
Bus
API Service Gateway
Azure
Service
Bus

23. Loyalty Features
Account Management Status Levels Bonification & Rating
Flexible Account – Member –
Identifier Structure
Broad portfolio of standard,
bonus and coupon options to
provide customer with a variety
of rewards
Retailer centric redemption
options
Retailer tailored Status Level
Logic
Rolling vs. yearly upgrade
1 Level
2 Levels
4 Levels
Retailer 1
Retailer 2
Retailer 3

24. Smart Data Platform
Thank you!
layagroup.de