Learn how to elevate basic CRM data into fully detailed, centralized customer profiles. trbo's Felix Schirl and Telefónica's Tom Kussmaul will show you how to open up your data silos and take a genuinely audience-management centered approach to CRM.

1. Telefónica’s Evolution from CRM
to a 360 View of the Customer

2. Tom Kussmaul
Junior Data Driven Marketing Manager,
Telefónica Germany
Felix Schirl
Managing Director & CEO,
trbo
2020

3. AGENDA
ABOUT: trbo & Telefónica01
THE PAST: Data Silos02
STATUS QUO: Mini-(Data-)CDP03
THE FUTURE: CDP & 360 View04

4. 4
Telefónica Deutschland offers mobile and fixed
network services for private and business customers
as well as innovative digital products and services in
the areas of Internet of Things and data analysis.
With 43.6 million mobile lines and 2.2 million
broadband lines, the company is one of the leading
integrated telecommunications providers in
Germany.
Telefónica Deutschland Holding AG has been listed
on the Frankfurt Stock Exchange (MDAX) since 2012.
In the 2019 financial year, the company generated
sales of EUR 7.4 billion with almost 8,500 employees.
It is majority-owned by the Spanish
telecommunications group Telefónica S.A.
trbo is a leading technology provider for dynamic
onsite personalization, optimization and testing.
With our data-driven onsite personalization
platform, we offer an all-in-one solution to create,
dynamically control and measure the success of
personalized experiences for each individual visitor –
onsite, in real-time and fully automated. For this
purpose, our self-learning algorithm analyzes user
behaviour based on more than 50 visitor
characteristics. This data then allows for the targeted
delivery of various campaigns in the design of the
online presence, which demonstrably optimize the
shopping experience of website visitors.
ABOUT

5. AGENDA
ABOUT: trbo & Telefónica01
THE PAST: Data Silos02
STATUS QUO: Mini-(Data-)CDP03
THE FUTURE: CDP & 360 View04

6. 6
THE PAST DATA SILOS & SEPARATE TEAMS
No Google Full Stack Data is totally separated and distributed among different tools that do not
communicate with each other
Separate Data Silos and separate teams using their data without linking them (also after
implementing Google Full Stack)
CRM Data only used punctually to address users
No global picture of Telefónica`s users and CRM data

7. 7
THE PAST DATA SILOS:
NO CUSTOMER CENTRIC APPROACH IS POSSIBLE
With the introduction of Google Fullstack, there is a discrepancy in the display of campaigns and offers,
as the user base is composed of various sources.
Offsite
Google Full Stack
Onsite
1st Party Data
Existing Customers / CRM
SalCus Stack
Due to this profile asynchrony no holistic customer profile can be identified
Users are currently addressed with different communication methods
and confronted with a multitude of standardized offers and services.
Data Lake

8. 8
WHY? WHY USE SEGMENTATION & PERSONALIZATION?
Up to 90% increased clicks
Up to 40% more conversions
Up to 50% more turnover
Up to 5% more total sales
Marketing efficiency & cost saving
Data-based, cross-unit target group use
Customized, tailor-made offers
Service channels tailored to customer needs
*Source: Google LLC. Actual results vary by retailer.
SALES: numbers, data, facts* NPS: Improved Customer Experience

9. AGENDA
ABOUT: trbo & Telefónica01
THE PAST: Data Silos02
STATUS QUO: Mini-(Data-)CDP03
THE FUTURE: CDP & 360 View04

10. 10
STATUS QUO TRBO AS A MINI-(DATA)-CDP
Use of CRM (ARE) data for existing clients to enable personalized targeting
○ Data is shared in real-time and highly anonymous
Use of dynamic onsite profiles for gathering dynamic affinities and interests of each client
○ Data will not just be used for onsite targeting but also transferred to make these
available for targeting (GMP, Email, …) → loosen up data silos
Based on historic results and real-time-data clients will be targeted in real-time and campaigns
will be dynamically optimized based on performance for each segment (dynamic and static
profiles) → find the best matching & best performing offer for each client
Automated approach for campaigns
Combination of personalization and A/B-tests within one approach → results of each test are
distributed to several tools to make these accessible and usable

11. 11
STATUS QUO THE EXISTING DATABASES
FOR A MORE CUSTOMER-CENTRIC APPROACH
Offsite
Google Full Stack
Onsite
1st Party Data
Existing Customers / CRM
SalCus Stack
Behavioral Data
Onsite Traffic Data On/offsite Data
(downstream)
GEO & intraday Profile
Session
(Duration/Returning)
Persona-Validation
Brands / Products Behavioral Data Points
Time on site Channels
... ...
What’s already being
used?
Contract Renewal entitled?
Winback
DSL advantage
Combined advantage
...
Data of Existing Customers

12. 12
STATUS QUO
SMART LINKING OF DATA-BASED AUDIENCES
WITH RELEVANT CONTENT
CREATION
Get the data and
make sense of it.
ACTIVATION
Let your intelligence help you
match profiles and products.
DELIVERY
Get in touch with the user
perspective and demands.
Data Collection
Data Aggregation
Data Structuring
Data Analysis
Data Interpretation
Data Modelling
Audience Visualization
Audience Provision
Audience Transfer
Content/Product-Matching
Display (trbo)

13. CAMPAIGN X
Goals
Offers
Segm
ents
CAMPAIGN U
Goals
Offers
Segm
ents
CAMPAIGN Y
Goals
Offers
Segm
ents
CAMPAIGN Z
G
CAMPAIGN W
Goals
Offers
13
STATUS QUO DYNAMIZATION OF CAMPAIGNS
INCLUSION OF THE SALES-PROMOTING LEVERS
Campaigns can have different objectives/goals
Offers can imply various conditions and CLVs
Segments/audiences react differently to different actions
Therefore a campaign needs a specific sales lever

14. 14
STATUS QUO PERSONALIZATION OPTIONS
USER-CENTERED APPROACH TO PERSONALIZATION
Personalization
through UI
Addressing visual
preferences through
individual adaptation
of platform designs
Personalization
through UX
Adequate
(conversational)
address of the
individual user
according to his
profile
Personalization
through Products
Tailoring of offers,
bundles and
cross-selling
strategy based on
existing customer
data
Personalization
through Content
Addressing the
content interests
and needs of
individual users
Enablement
via Bootstrapping
Profile enrichment
without external data
sources through
smart UX elements
for profile enrichment

15. 15
STATUS QUO PERSONALIZATION BY BOOTSTRAPPING
TOUCHPOINT-IDENTIFICATION
To solve the “cold start problem”, we collect first data to better segment the user -
without using data from Google in advance.
How a user accesses the page already tells a lot about his intentions.
Personalization can start with the first page and can become more individual with
each page view.
This data must be transferred to CDP in real time to enable subsequent targeting
(on-site and off-site).
RealityCheck
Valuable
Lead-Generation,
Increase Engagement
& CR
Goals
Use of Custom
Dimensions in Google
Analytics for profile
enrichment

16. 16
STATUS QUO PERSONALIZATION THROUGH UI
OPTICAL WEIGHTING OF THE AFFINITY STRENGTH
RealityCheck
Lead-Generation,
Increase Engagement,
Reduce SEA-CPL
& Increase CR
Goals
Modular frontend
components.
E.g. Recommendation
systems like Google AI
weigh suggestions

17. 17
STATUS QUO PERSONALIZATION THROUGH UX
FLEXIBLE AUDIENCE-BASED FLOW DESIGN
RealityCheck
Increase Sales & NPS
Goals
Conversational Flow is
prepared as a personal
consultation
Beratung beginnen
By personalizing the UX, we
can give the customer the
feeling of being able to
respond exactly to his needs -
in Conversational Flow the
effect would be particularly
strong.

18. 18
STATUS QUO PERSONALIZATION THROUGH CONTENT
SESSION-BASED, DYNAMIC CHANGES TO CONTENT
If a client is classified as Android-affine
offportal, but onportal turns out to be
Apple-affine during his journey, we
dynamically adjust the content across the
board - both onportal and offportal.
By personalizing the content, we give the
client the feeling that he is being looked
after according to his needs, instead of
presenting him with generic offers.
RealityCheck
Increase CR & NPS
Goals
Profile synchronization
via ARE
Experiment via trbo
Apple(onportal)
Apple(onportal)
Android(offportal)

19. AGENDA
ABOUT: trbo & Telefónica01
THE PAST: Data Silos02
STATUS QUO: Mini-(Data-)CDP03
THE FUTURE: CDP & 360 View04

20. 20
THE FUTURE CDP & 360 VIEW OF THE CUSTOMER
Holistic customer data base to ensure synchronized communication
Use large data base for enhanced personalization for the customer & improve understanding of
the customer
Orchestration of Audiences seemingless into different channels
Audience Performance analysis across channels & audiences

21. 21
THE FUTURE PERSONALIZATION THROUGH PRODUCTS
AFFINITY-BASED PRODUCT AND OFFER DESIGN
RealityCheck
Cross Sales + NPS
Goals
Dynamic creation of
product bundles in the
back office: manual
today + API in the future
By personalizing the product
range (e.g. in the form of
individual bundling), the real
needs of the individual customer
are directly addressed.
Bundles should also be
dynamically provided based on
purchasing power in order to
make the offer as attractive as
possible. (+ Dynamic Pricing /
Bundling)
Vision

22. 22
THE FUTURE THE CDP APPROACH VIA AUDIENCE-MATCHING
PILOT: TRAFFIC & CRM DATA, SURF BEHAVIOUR & SERVICE INFORMATION
UC 2: Aggregation of CRM Data
As a new customer I would like to have relevant products
and services displayed on all websites.
Case 1: Onsite & Offsite Audience Sync
Case 1: On & Off
Case 1: On & Off Case 2: CRM Data UC 3: Contract Extension / Winback Identification
+
+
In the case of a contract extension option, I would like to be
shown relevant offers based on my contract usage data.
Case 1: On & Off Case 2: CRM Data UC 3: VVL / Winback UC 4: Enrichment of Service / CEX Infos
+
+ +
+ + + +
As an existing customer I would like to see suitable packs and
upgrades / X-Selling offers for my contract.
As an existing customer, I would like to
receive the best possible service tailored
to my needs.
Potential:
Sales Costs
by
Relevance Increase
Potential:
Sales ARPU
by
Relevance Increase
Potential:
VVL Churn
by
Relevance Increase
Potential:
CEX NPS
by
Relevance Increase

23. 23
Google Footprints
Retail
Hotline-Calls
THE FUTURE AUDIENCE-MATCHING VIA CUSTOMER LIFECYCLE
INVOLVEMENT OF THE SYNCHRONIZED AUDIENCE IN ALL PHASES
Awareness
Engagement
Evaluation
Purchase
Retention
Advocacy
Customer
Lifecycle
Customized Renewal-Offers by
CRM logics
Churn reduction by early
identification
Audience-based
Loyalty programs
Customer Optimized Services
Transparency in network
communication
Surfing Behavior
Retail Request
Hotline-Questions
Customer-optimized product offers
Smart X-/Upselling

24. 24
THE FUTURE
CDP DATASOURCED
MAPPING OF THE DIFFERENT IDS IN A CUSTOMER RECORD AND AGGREGATION
INTO HOLISTIC AUDIENCES
Onsite 1st / PersonasPremiumGoogle / Traffic
Create
Design+Analyze
Manage
Audience-book, Range, Overlap
Update
Deliver ClientId lists
Activate
Assign audience to a campaign
Monitor
Measurement of success (A/B-Test)
Optimize
Telefónica - Campaign
Planner
Agency + Customer
Audience Name Reichweite Quality Query-Code
Audience 1 23 T ***** select ClientId from ARE where VertragsLaufzeit < 3 month
Audience 2 50 T **** select ClientId form BigQuery where apple_Interest > 9
List with BrowserIDs+AudienceName
Big Query
ARE Custom Profiles,
Service
trbo, ESP, etc.
CDP / Audience Center
Offer Matrix & Audience
Book
Google GMP
(Split in Channel Audiences)

25. 25
THE FUTURE OBJECTIVE: CREATION OF AN AUDIENCE CENTER
MANY DIFFERENT USE CASES
Onsite Communication / Offsite Advertising
Customer segmentation based on value, behaviour and
characteristics to deliver most relevant content across all
channels
Customer Experience / Service
Personalization allows an improved customer experience in all
areas of customer interaction
Channel Communication
Use of first party data for different internal channels of
Telefónica (CBM, retail, telesales)
Analytics
Calculation of central metrics such as attribution, CLV, purchase
probabilities etc. and distribution of that data

26. @trbo.Deutschland @trboDACH @trbo-com
Tom Kussmaul
Junior Data Driven Marketing Manager
Tom Kussmaul
THANK YOU!
www.trbo.com
Any open questions? Contact us!
Felix Schirl
CEO & Managing Director
fs@trbo.com
+49 (0) 89 215 38 68 13
www.telefonica.com

27. Telefónica’s Evolution From CRM
to a 360 View of the Customer
Thank You!