Marketing professionals and digital analysts of all stripes need a destination, a map, and expert navigation to help acclimatize to how artificial intelligence is going to impact their world. Jim Sterne has an impressive track record looking over the horizon and telling the rest of us what to expect. He wrote his first book, “World Web Marketing:” in 1995. He wrote “Web Metrics” in 2002, He wrote “Artificial Intelligence for Marketing” in 2017. This time, he explains what to expect – and what to do about it.  Learn about today’s branding necessities, new tools & new rules, the augmented marketer, staying relevant, and tomorrow’s ecommerce conundrum. Come see what the world of marketing looks like when everything is a screen, all your data has been traded away for a pittance, and marketers have new tools with which to make age-old mistakes. Marketing is about to get weird. Hang on!

Most successful startups experience steep growth driven by lower-funnel marketing activities and are thus used to making data-informed budget allocation decisions. In order to establish themselves as relevant players they too have to master the upper-funnel sooner or later – which poses a challenge to their highly analytical marketing approach due to increasing complexity in measurability. In their talk Florian and Philipp from Operational VC Project A will share insights into how fast-growing startups and digital winners overcome the challenge of analyzing the performance of their entire marketing mix.

In order to reach their target audience, brands and rapidly-growing ecommerce businesses are now investing in a high number of marketing channels, partnering with a multitude of service providers and make use of an ever increasing number of technology platforms.

The amount of data generated from these sources is limitless, typically very siloed and has the potential to provide far more information beyond what is looked at. This presentation highlights how AI-powered augmented analytics and a consolidated, cross-platform integrated data-stack supports better business decisions, improving efficiency and driving ROI.

Sie denken Speed Networking macht Spaß? Bringen Sie Visitenkarten, spannende Geschichten und Ihr authentisches Selbst – wir bringen all das auf ein neues Level!
Wir haben einen Prozess ausgetüftelt, damit Sie mehr von den Leute treffen, die sich wirklich treffen möchten. Sie lernen sich schnell kennen und erinnern sich für immer. Wir packen all diese guten Beziehungen in nur 45 Minuten, es lohnt sich also pünktlich zu sein und ein Lächeln mitzubringen – wir versprechen, dieses Engagement bringt Spaß und baut ihr Netzwerk aus.

Ziel der Aktivität: Solide Business Kontakte – sofort und langfristig.

With the help of upper funnel pre-heat analysis (e.g., Social conversations, Google Searches, Internal searches) you are able to give an indication and build hypotheses on how later product launches will perform. This methodology is not only valuable to for future sell-out predictions and allocation planning, but also helps to support an active leak management in the marketing landscape. In this session Dr. Franziska Engelhard will give you insights how pre-heat analysis is used at adidas.

How do you provide data effectively to your organization? How can it help you drive digital transformation in your department? How can the analytics team transform themselves from reporting squirrels to analytics ninjas?
In this session we will show how Siemens AG uses data as a key ingredient in their communications activities. Get insights on the necessary framework and lessons learned from implementing a truly data driven approach in their comms department. Learn how to drive democratization of data and the sharing of knowledge with some real life examples that can easily be implemented.

Haben Sie schon einmal darüber nachgedacht, wie die Preise in dem Hotel, in dem Sie gerade übernachten, festgelegt werden? Warum befindet sich die Hotel Branche auf einem anderen Entwicklungsstand als beispielsweise die Fluggesellschaften oder Busunternehmen? In dieser Session zeigt Ihnen Dr. Sabine Pagel, wie das PropTech Startup Limehome diesen Prozess automatisiert – und zwar durch die Implementierung eines vollautomatisierten Preismodells. Sie erhalten Einblicke in die Faktoren, auf deren Basis das Modell aufgebaut ist, und die nächsten Entwicklungsschritte. Weiter sehen Sie, wie sich die „simply digital“ Customer Journey verbessert und so die Customer Experience komfortabel und unkompliziert gestaltet werden kann.

Anfang Oktober war sie da, die befürchtete Schlagzeile „EuGH: Alle Cookies bedürfen einer vorherigen ausdrücklichen Einwilligung des Nutzers“. Doch stimmt das überhaupt und ist die hektische Betriebsamkeit berechtigt? Was ist zum Beispiel mit Session-Cookies? Und wie sollte ein Cookie-Opt-in aussehen? Die Session vergleicht die gängigen Varianten von Cookie-Bannern, erläutert die Unterschiede zwischen DSGVO und ePrivacy und gibt konkrete Tipps für die Praxis.

CLV-based marketing seems to be the holy grail of steering marketing efforts these days. One can find tons of blog posts, podcasts and slides emphasising the importance of aiming for loyal customers. While this makes complete sense in theory we hit some roadblocks along the way of implementing a marketing strategy that really puts Customer Lifetime Value at its core. In this talk I share my view on certain challenges around CLV and in which setting & channel it might still make sense to tackle these challenges. Ideally you will walk away from this session knowing what CLV is, how to calculate it properly and through which framework you can re-allocate your marketing budget for better customers.

Data quality is crucial for successful data-driven decision-making processes. However, companies struggle with improving their data quality and keeping it on a high level. This difficulty increases with the size of an organization, the complexity of tracking requirements and the up-to-dateness of an IT-infrastructure. This talk takes a journey through the data analytics lifecycle from tracking design, over integration to aggregation, analysis, and interpretation. On this way, it emphasizes on common data quality issues and how to avoid or improve them in existing productive systems. Overall, the talk aims at providing best practices for investigating and improving data quality by showing common real-world scenarios and hands-on recommendations.

Estimating incrementality – whether an ad makes a difference for an action – is central to understanding the efficiency of online advertising, in particular in the presence of sophisticated ad servers. We have developed sophisticated statistical tools to perform experiments based on a geographical decomposition of advertising markets, which allow us to estimate incrementality even for off-line actions (store visits, purchases). In this session Christoph will discuss the background of incrementality vs. attribution, how geo experiments work and how they are set up, in particular the determination of sufficiently matched market regions, and the regression scheme used to evaluate their outcome.

During this talk, you will learn why and how Simon and his team at Boehringer Ingelheim created their own Tag Management solution and centralized web analytics implementation within one global central business service.
Learn what they have learned during this process without actually taking the time for yourself to generate those learnings. This session is crossing organizational borders between business and IT stakeholders, presented by a business stakeholder who is best friends with IT.

If companies think about getting started in the field of Analytics there are always a lot of questions to answer:

● Do we have the skills to get a proper solution set up?

● What are the requirements?

● Should a Tag Management System be used?

● Which tracking approach is the best?

One is automatically confronted with these and other questions. Answering them costs time and binds resources. In this session I like to show you how to bridge this time and at the same time serve yourself a nice menu to get from a small starter to a sumptuous dessert. The menu covers why basics are important, how to benefit from being agile, why optimization is a good friend to start into a Data Driven Culture and what ethics has to do with all of this.

Esprit Friends is the loyalty program of Esprit with more than 10 Mio customers. For these customers data of various sources is captured. The presentation shows the role of Artificial Intelligence to learn about the consumers’ issues, needs and desires and to serve them in the best way possible.

As part of the presentation different AI-use cases are presented and their success is evaluated. These projects are: Product Recommendations (reinforcement learning), Customer Feedback Analysis (NLP) and Product Success Prediction (picture recognition).

The aim of the presentation is to share the lessons of different approaches (successful or not yet market-ready) and to present an outlook for the future.

Seit dem ersten Summit 2002, ist dies der Ort an dem diskutiert wird und an dem die gemeinsamen Probleme besprochen werden. Hier sind die Leute, die ihre Situation kennen und teilen – und genau deshalb ist der Austausch hier so fruchtbar. Die Teilnehmer-Diskussionsrunde ist nicht selten die Top Session in der Bewertung des Marketing Analytics Summits, denn der Austausch zu den gemeinsamen Problem mit gleichgesinnten Profis ist der Weg zu den Lösungen, ein wenig Empathie und einem starken professionellen Netzwerk. Wählen Sie Ihr brennendstes Thema hier aus und diskutieren Sie mit Ihren Kollegen.

Wählen Sie hier die Diskussion aus, an der Sie teilnehmen möchten.

• Marketing Intelligence ohne IT – Was ist möglich? (Marc Preusche)
• Was bedeutet effektive Personalisierung in technologischer und organisatorischer Hinsicht? Was muss sich ändern? Wo fangen wir an? (Matthias Bettag)
• Raw Data vs. Pre-Prozessierte Daten: Wann ist was die optimale Lösung? (Anisa Boumrifak)
• Marketing Attribution: Welchen Mehrwert bieten dynamische Modelle wirklich? (Yael Farkas)
• Mobile Analytics: Was sind die Erfolgsfaktoren für 2020? (Ole Bahlmann)
• The Future of Digital Analytics (Anna Denejnaja)
• Bottom up oder Top Down – wie etabliert man am besten eine data-driven Culture? (Maren von Selasinsky)

Social network analysis (SNA) is a powerful research method from the social sciences with many practical applications for businesses, especially when looking at social media data. When users on social media platforms interact with each other by commenting, mentioning or replying to other users, network connections are created that can be analyzed and visualized for a variety of insights. While SNA once required advanced mathematical and software skills, today, this approach is accessible to non-programmers. The network analysis tool NodeXL allows the combination of network and content analysis to identify the shapes of networks, their divisions, related key topics, sentiment and influencers. This Deep Dive session provides an overview of the core concepts of SNA and demonstrates these theories through practical case studies with network data from Twitter, Facebook and Youtube.

Too often we focus on gathering data and spend too much of our time perfecting data, but often it is less a question of how much or how good data we have, but more how we use the data we have. If data is an answer to all our questions, then we desperately need to know what questions we are actually asking. In this session Steen explore how the combination of data, cloud and activation platforms can be used through a philosophy of experimentation to help answer the elusive question… now what?

Artificial Intelligence is emerging within marketing technology. But is it ready to evolve from gimmick to game-changer? Jente shares his personal experience with A.I. powered A/B testing tools. Do they deliver on the promise to try out more ideas in less time, thanks to an AI fueled algorithm? Learn how these new types of tools are moving from the lab into your marketing department.

Heutzutage ist es in nahezu jedem Unternehmen das Ziel, datengetriebene Entscheidungen zu treffen. Doch wie lassen sich Mitarbeiter/-innen und Kollegen/-innen dazu befähigen und motivieren, öfter auf Daten statt ihr eigenes Bauchgefühl zu hören? Diese Session gibt einen Überblick über die verschiedenen Tools und Methoden, die dabei unterstützen können, eine datengetriebene Unternehmenskultur aufzubauen – von der Wahl des richtigen Analyse-Tools über die Nutzung von Ticketsystemen bis hin zum Einsatz von Multipliern.

In this talk Sharon and Max will explain, how they set up a simple but powerful analytics infrastructure at Asana Rebel, using only cloud services. This setup allows them to quickly add new data sources, for Marketing and other stakeholders. It scales easily and supports different use cases with little maintenance. How this combination allows them to cater to a wide set of stakeholders in an agile way is demonstrated by a few case studies.

Viele von uns finden Daten nicht nur im Kontext des Marketings interessant, sondern auch ganz generell. Im letzten Vortrag schauen wir über den Tellerrand und in andere spannende Bereiche, in denen Daten Mehrwerte schaffen: Beispiele aus der Wirtschaft, aus der Umwelt, der Medizin und einige mehr.