The document discusses the concept of cooperative databases where competitors share customer data to gain insights. It provides examples of how cooperative databases have been successfully implemented in Germany and other countries. The benefits of cooperative databases include more efficient targeting of customers, higher response rates to marketing campaigns, and lower customer churn rates for the participating companies.

1. Cooperative Database the situation in which even competitors win

2. The interesting thing about cooperations Adaption of the concept: cooperative databases 1 2 5 Agenda It works!

3. The interesting thing about cooperations facts to consider North America: New York, Los Angeles.. Europe: London, Paris Asia: Tokyo Frankfurt: Banks Paris: Fashion … 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? 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 Competitors are often located door-to-door

4. The interesting thing about cooperations facts to consider What do you know about Barack Obama? Not each and every detail? 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. 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! 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 !

6. steps towards a successful cooperation build a pool of knowledge Willingess to share data / trust Collect and pool the data Give those, who gave data, useful information back Select the information you give back in the most useful way Constantly work on the quality of the pool

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 data Germany, France, USA, UK, Canada, Japan, … Do I want to share my data?

10. Adaption of the cooperation concept in Germany it works! Together we know 95% of the german mail order customers! More than 35 million Households More than 600 million transactions Is now

12. Recency Timeliness Frequency Frequency of purchases 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!

13. Multi Buyer mail-order-company 1 mail-order-company 2 mail-order-company 4 Address-potential Customers 1 Customers 4 Customers 2 mail-order-company 3 Customers 3 mail-order-alliance acquisition of new customers - prospecting

14. mail ! good chance for (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 information available ! mail !

16. Adaption of the cooperation concept e@lliance