Customer Engagement & MarTech

Starting Situation

Campaign Marketing Tools are often bridging between Marketing and Data management Teams, giving marketing ideas structure and shape within a form of coordinated and well measured marketing activities.

There is an obvious tendency on the international market to choose solutions that can be easily rolled out to all countries being part of a global strategy to simplify and unify technical infrastructure and processes.

Starting Situation

Regardless of the industry - the focus is always on the customer. The objective of every business is to win and retain customers and to ultimately increase their value. For many businesses, customer loyalty and winback are standard processes. Whereas other businesses may have focused on only one of the two processes, unaware potential of the other. However, even if both processes exist in one business, they are largely handled independently of one another.

Creating Campaign Intelligence in the Mobile App Channel

Mobile engagement is the next big topic in the BI environment - and rightfully so. Potential customer contacts at any location and in all kinds of contexts offer huge chances for relevant communication and a highly effective relationship management. Against this background, the ´Mobile App´ channel with all its possibilities should be integrated into the intelligent management of campaigns. In this context, existing mobile app engagement solutions offer (only) the basic requirements - and thus need professional integration into the existing CRM strategy and central campaign intelligence.

Starting Situation

Despite the functioning implementation of CRM tools, an efficient success reporting is essential for the evaluation and future strategic alignment of marketing measures. A well-known leading provider in the VoD (video on demand) field has already been using CRM measures for some time now, but due to a lack of monetary success measurement, there is no information about the performance of the campaigns rolled out so far. This lack of economically relevant data is thus similar to a flight without route and radar.

The CRM reporting in place at the outset of the project only insists of information provided by the email marketing provider, such as dispatch quantity, opens, clicks etc. and does not provide any information e.g. about a financial or qualitative success of a campaign.

The use of marketing clouds is growing rapidly – driven by changing customer needs and the desire for more effective and more efficient data-based dialog with customers. At the same time, marketing clouds are becoming increasingly complex. Consequently, many of those responsible for selecting and implementing a marketing cloud platform lack the experience to do so. This can cause a number of problems and ultimately lead to the failure of the project.

The customer lifetime value, which for a long time tended to be much more frequent in dissertations than in reality, is finding its way into practical application. The driving force is, in particular, the digital economy. The increasing distribution of the customer lifetime value opens up great opportunities for a targeted acquisition and management of customer relationships. However, it also exposes the fact that certain misunderstandings are widespread. For this blog, we have collected a few of them and contrasted them with the facts.

Starting Point

Price transparency, low barriers to switching and predatory competition – these are the main challenges energy suppliers have to overcome. The retention of new and existing customers and thus preserving the most valuable asset is a critical success factor in competition. Based thereon, the strategic objective of one of the world’s largest private electricity and gas businesses, leading in Germany, thus is: Do not lose more private customers than can be won, i.e. avoid terminations by customers.

In the following article you will get an overview of the different categories of Customer Data Platforms - based on the classification of David Raab from the Customer Data Platform Institute and further developed by the b.telligent experts on the subject of CDP.

German companies must venture a big step toward digital transformation and improvement of customer experience - this insight is evolving increasingly among decision-makers.  The reasons for this are manifold:

• The number of customer touch points is growing, and background data needs to be used correctly here.
• Customers' expectations are rising immensely.
• New technologies have entered the world of marketers.
• Common campaign management systems are very expensive to implement.
• As the tool landscape continues to grow, it is important to retain a overview.

CDP systems, existent in the USA since 2013, appear to be right on cue here. Whereas campaign management systems tending to be based on workflow often automate CRM-based campaign processes in relational data models, CDP systems allow comprehensive treatment ranging from customer-centric data management in big-data technologies to e-mail dispatch in real time, in order to optimize the customer interaction across all digital channels such as the web, e-mail, mobile communications, online shops and social networks.