I can anticipate one thing: there is still great potential, especially in the successful use of data across the entire organization. It is precisely because of this problem, which many companies are struggling with, that the enormous number of master classes on the subject of data is not surprising. Of particular interest were the measurably successful results of individual initiatives. For example, by using Datorama, hagebau connect was able to achieve a time saving of 92% in data analysis. Such success stories also confirm our experiences. At Siemens, Analytics Unlocked enabled a time saving of 12 hours per campaign and 23% more effective budget planning.
Often, however, the master classes were not only about analyzing data more efficiently, but also about making it usable in the form of a personalized customer experience, thus generating effective added value for the customer. Bosch Power Tools was a prime example of how this can be done. Using a central customer data platform, (1st party) data is aggregated, processed and used for personalized customer contact on an individual level. If this has become a little too abstract for you, then perhaps a term we at Merkle like to use might help you: people-based data. We don't like to talk about unknown users, but about people. Each person has individual needs and people-based data or people-based marketing is the key to success.