Data is the key to Marketing Automation


One topic every company is currently discussing on high level is the topic of marketing automation. It is a key factor to digitalisation of the marketing approach of a company. With Marketing Automation, we have the chance that marketing gets much more precise and to the point. No more unnecessary marketing spent, every cent spent wise – and no advertisement overloading. So far, this is the promise from vendors if we would all live in a perfect world. But what does it take to live in this perfect marketing world? DATA. One disclaimer upfront: I am not a marketing expert. I try to enable marketing to achieve these goals by the utilisation of our data – next to other tasks. Data is the weak point in Marketing Automation. If you have bad data, you will end up having bad Marketing Automation. Data is the engine or the oil for Marketing Automation. But why is it so crucial to get the

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The Datalake as driver for digital transformation & data centricity


Everyone (or at least most) companies today talk about digital transformation and treat data as a main asset for this. The question is where to store this data. In a traditional database? In a DWH? I think we should take a step back to answer this question. First of all, a Datalake is not a single piece of software. It consists of a large variety of Platforms, where Hadoop is a central one, but not the only one – it includes other tools such as Spark, Kafka, … and many more. Also, it includes relational Databases – such as PostgreSQL for instance. If we look at how truly digital companies such as Facebook, Google or Amazon solve these problems, then the technology stack is also clear; in fact, they heavily contribute to and use Hadoop & similar technologies. So the answer is clear: you don’t need overly expensive DWHs any more. However, many C-Level executives might now say: “but we’ve

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Big Data in Logistics


In the last weeks, I outlined several Big Data benefits by industries. The next posts, I want to outline use-cases where Big Data are relevant in any company, as I will focus on the business functions. This post’s focus: Logistics. Big Data is a key driver for logistics. By logistics, companies that provide logistics solutions and companies that take advantage of logistics are meant. On the one hand, Big Data can significantly improve the supply chain of a company. For years – or even decades – companies rely on the “just in time” delivery. However, “just in time” wasn’t always “just in time”. In many cases, the time an item spent on stock was simply reduced but it still needed to be stored somewhere – either in a temporary warehouse on-site or in the delivery trucks themselves. The first approach is capital intensive, since these warehouses need to be built (and extended in case of growth). The second approach is to keep

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Big Data for Customer Services


In the last weeks, I outlined several Big Data benefits by industries. The next posts, I want to outline use-cases where Big Data are relevant in any company, as I will focus on the business functions. This post’s focus: Customer Services. Big Data is great for customer services. In customer services, there are several benefits for it. A key benefit can be seen in the IT help desk. IT help desk applications can greatly be improved by Big Data. Analysing past incidents and calls, their occurrence and impact can give great benefits for future calls. On the one hand, a knowledge base can be built to give employees or customers an initial start. For challenging cases, trainings can be developed to reduce the number of tickets opened. This reduces costs on the one side and improves customer acceptance on the other side. Big Data can have a large impact here. When a customer feels treated well, the customer is very likely to

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Big Data for Sales


In the last weeks, I outlined several Big Data benefits by industries. The next posts, I want to outline use-cases where Big Data are relevant in any company, as I will focus on the business functions. This post’s focus: Sales. Las week I outlined Marketing possibilities (and downsides) with Big Data. Very similar to Marketing is Sales. Often,  those two things come together. However, I would say it needs to be stated separately. In this post, I won’t discuss the Sales opportunities in Big Data from Webshops and alike. Today, I want to focus on Big Data opportunities that respect privacy but still have an impact. Last year, I attended a conference where a company outlined their big data case. It was about analysing bills issued in their chain stores. The data from the bills included no personal details like credit card number, bonus card number and alike. It was only about what was in the basket. With the help of that,

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Big Data for Marketing


In the last weeks, I outlined several Big Data benefits by industries. The next posts, I want to outline use-cases where Big Data are relevant in any company, as I will focus on the business functions. This post’s focus: Marketing. Marketing is one of the use-cases for Big Data, which are discussed controversial. One the one hand, it gives opportunities to companies to adjust offers to their customers and make the offers more “individual”. I will describe the themes here before I will discuss the downsides of this. With customer loyalty programs, companies can better “target” their customers. When the company understands the behaviour of the customer, special offers and promotions can be sent to the customer. We all know this from large online shops, where you get regular offers by e-mail. But this also applies to retail stores around you: with programs from the retailers, they also collect data about their customers and can improve the portfolio. Furthermore, they

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Big Data is everywhere! In all major industries


The last weeks I outlined several industries that can benefit from Big Data. However, this was just a short overview on what is possible. Let me use this post to sum up the industries that benefit from Big Data. You can get an overview by this tag. In the first post I started with manufacturing. This traditional industry sees major benefits from Big Data, especially with Industry 4.0. You can read the full post here. Big Data is already used heavily by another industry – the finance sector. Major banks, insurances and financial service providers use Big Data. I outlined the possibilities in this post. Big Data is also a Big Deal for the public sector. Not just that the Obama administration announced to make more data available – it also gives major benefits to smart cities and alike. You can read the full post here. Often included in public sector is healthcare. Healthcare sees great benefits from using Big

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