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Thomas Brommund - Successful Data-Driven Management Through Data Streams

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Thomas Brommund, Strategic Alliance Manager at Webtrekk, presents “Successful Data-Driven Management Through Data Streams”.
Thomas Brommund demonstrates the flexible, multi-faceted potential of data streams.

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Thomas Brommund - Successful Data-Driven Management Through Data Streams

  1. 1. Successful Data-Driven Management Through Data Streams thomas.brommund@webtrekk.com Strategic Alliance Manager, Webtrekk GmbH
  2. 2. Webtrekk is one of the leading Premium Customer Analytics platforms in Europe since 2004 HQ in Berlin – 130 employees – subsidiaries in Italy and Spain Webtrekk makes your data actionable! We are data lovers! Thomas Brommund – Strategic Alliance Manager Since 2003 in the web analytics segment Author, Consultant, Entrepreneur data lover Webtrekk – About us
  3. 3. The Customer Analytics Engine Webtrekk – About us
  4. 4. Challenges 1. Data collection (subject to approval, data sources,…) 2. Data storage (data economy and data security ) 3. Data processing and merging (merge user data from various sources) 4. Data exchange (technological and legal issues) 5. Data analysis (action items) „Data Management“ – Success factor of the digital transformation
  5. 5. 5 Tag- Management Data Lake Data Streams Direct partner integration Heterogeneous data acquisition Data Management – The digital transformation success factor
  6. 6. 6 Tag- Management Data Lake Data Streams Direct partner integration Heterogeneous data acquisition Downstream data-management (BI-Solutions, DWH, DMP) Data Management – The digital transformation success factor
  7. 7. 7 Tag- Management Data Lake Data Streams Realtime Data- Management (raw data streams or audience streams) Data Management – The digital transformation success factor Direct integration of partners Heterogeneous data acquisition Downstream data managemen (BI-Solutions, DWH, DMP)
  8. 8. Data Management – The digital transformation success factor In co-operation with Management Value (MAVA), a Copenhagen based agency http://www.management-value.com & https://www.danskernesdigitalebibliotek.dk/english/ Use Case
  9. 9. THE DANISH PUBLIC LIBRARIES’ DIGITAL SERVICES TO RESIDENTS DDB CMS is the libraries’ common online platform, which is maintained by DDL and further developed in collaboration with public libraries. DDB CMS is an optional choice with the DDL basic package. At the present time, 80 municipal public libraries have registered. DDL supports eReolen (public libraries’ e-books and online audio books website) with negotiations of Danish audio books and e-books. DDL operates the Litteratursiden (literature website) and Biblo (platform for children under 14). DDL provides operation support to Biblioteksvagten (Danish public libraries’ national query service), Bibzoom (public libraries’ music website) and eKurser.nu (a portal offering short online courses in everyday IT use). DDL negotiates digital licences for: English audio books and e-books. Digital magazines International periodicals Streaming services for concerts and much more... The app ‘Biblioteket’ is the public libraries’ common app with content that is tailored for the local library and with the possibility of local expansion. . https://www.danskernesdigitalebibliotek.dk/english/
  10. 10. THE DANISH PUBLIC LIBRARIES’ COMMON DIGITAL SOLUTIONS DDL provides statistical solutions, where public libraries can follow statistics from their local websites and the use of digital licences. The solutions provide a better decision basis for developing the digital aspect of the public libraries. DDL provides a platform for sharing articles, instructions and other editable content across public libraries. DDL provides the public libraries with common digital solutions for managing digital resources. DDL provides easy access to the administration of digital licences through a licence management system. https://www.danskernesdigitalebibliotek.dk/english/
  11. 11. Requirements 1. Structured data collection & central administration of all libraries and digital media assets 2. Legal obligation to provide transparency (KPI Reporting for the Public - KPI Index) 3. Making public library services stronger, more visible and more efficient 4. Mapping of KPIs in compliance with data privacy requirements 5. Fast and granular data supply for further processing in KPI Index 6. Possible scaling of the project - Performance and connections according to requirements http://www.management-value.com & https://www.danskernesdigitalebibliotek.dk/english/
  12. 12. http://www.kpiindex.com/index2/libraryslist.ph p
  13. 13. Data Streams en detail “Data Streams” for developing a data transparency strategy Monitoring HQ Berlin – Webtrekk GmbH
  14. 14. 1. Structured data collection and central administration of data supply 2. Data streams capture and organize data 3. Single source of truth for all authorized users and smooth integration of AI support into processes 4. Raw Data Exports and Audience Stream – 1st Party Data Management 5. Reduction of uncontrolled data storage at service providers 6. Scalable performance and connectivity “Data Streams” for developing a data transparency strategy
  15. 15. “Data Streams” for developing a data transparency strategy Structured data collection and central administration of data supply (see DDB Case) Data Science Web Mobile CRM Data Lake Production Source / Recipient Apps / Stakeholder Marketing ERP IoT BI / DWH Controlling Data Science Web Mobile CRM Data Lake Production Source / Recipient Apps / Stakeholder Marketing ERP IoT BI / DWH Controlling DataStreams Organization w/o data strategy Organization with data strategy
  16. 16. Data Activation & Harmonization The ultimate format for every use case Provides multiple APIs for different real-time use cases Analytics API: analytics data such as best performing articles, products, campaigns Audience API: user-based information and real-time segmentation & ML / AI DataStreams Web & Mobile Web iOS & Android X-Device Data Email Marketing Costs ERP CRM Offline Reco API: item-based information such as next best offers, cross/upselling Raw Data API: event-based and processed data, basis for all other APIsReal-time Audience API Reco API Analytics API CMS / Shop CMS / Shop CRM Adserver Callcenter Email Category Management Personalization Data Science Real-time Callcenter Adserver CMS / Shop Data Lake BI DWH Raw Data API ML/AI WT Analytics …event-based and user-based data in real-time
  17. 17. AI speeds up the processes Acquisition Phase • Easy and hand made • Focus on the past • Focus on acquisition Consolidation Phase • Semi-automatic • Focus on the past with some predictive analysis • Focus on CRM and business model Self-Sustaining Growth • Semi-automatic • AI supported predictive analytics • Realtime data usage • Covering all channels and products Data Management – AI supported KPIs Based on: Dr. Florian Heinemann OMCap SES Berlin
  18. 18. 1. AI support to identify the NEXT BEST ACTION 2. Algorithms automatically analyze the behavior of users 3. Data is not only collected, but also combined in a meaningful way 4. Few companies use AI so great opportunity to gain a competitive advantage 5. If you want to keep up, you have to be able to react quickly! AI supported data
  19. 19. More Data Streams Examples
  20. 20. Based on user interests and predictive analytics AI powered on-site personalization Onsite Banner & Custom HTML
  21. 21. Smart cross-selling that matches client needs AI powered on-site personalization
  22. 22. On-site layer based on behaviour, offer fits to visitor AI powered on-site personalization
  23. 23. Benötigen Sie persönliche Hilfe? Dann kommen Sie gerne in unseren Mister Spex Store. Alexa Shoppingcenter Grunerstraße 20 I 10179 Berlin Erdgeschoss I Store Nummer 0.53 Mo - Sa: 10 - 21 Uhr  Onsite Layer resulted in over 34% uplift in sales. Support offered when needed. AI powered on-site personalization
  24. 24. On-site Layer resulted in a 200% uplift – prediction of purchase probability AI powered on-site personalization
  25. 25. 25 Meet Webtrekk – DATA LOVER SUMMIT https://www.dataloversummit.com
  26. 26. Increase your performance. Start now and contact us: www.webtrekk.com BERLIN | MADRID | MILAN Data Lover Thomas Brommund Webtrekk GmbH Robert-Koch-Platz 4 10115 Berlin +49 30 755 415-0 thomas.brommund@webtrekk.com

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