Post on 15-Nov-2014
description
© d.o.t.s.s. GmbH & Co. KG 2011
Cooperative Database
the situation in which even competitors win
© d.o.t.s.s. gmbh & co kg 2011 2
The interesting thing about cooperations
Adaption of the concept: cooperative databases
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Agenda
It works!
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The interesting thing about cooperationsfacts to consider
North America: New York, Los Angeles..Europe: London, ParisAsia: Tokyo
North America: New York, Los Angeles..Europe: London, ParisAsia: Tokyo
Frankfurt: BanksParis: Fashion…
Frankfurt: BanksParis: Fashion…
Furniture,Fast-Food…
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?
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!
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
Headquarters of
competing players are
often located in the
same city
Competitors are often
located door-to-door
Competitors are often
located door-to-door
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The interesting thing about cooperationsfacts to consider
What do you know
about Barack Obama?
Not each and every detail?
What do you know
about Barack Obama?
Not each and every detail?
Who knows more than the most wise guy in the world?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 tobe president of the Harcard Law Review Journal
He was called Barry by his friends when he was a boy
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The interesting thing about cooperationsfacts 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!
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?
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 !
Collection of data of/ in
the past can predict
future behaviour !
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steps towards a successful cooperationbuild a pool of knowledge
Willingess to share data / trustWillingess to share data / trust
Collect and pool the dataCollect and pool the data
Give those, who gave data, useful information backGive those, who gave data, useful information back
Select the information you give back in the most useful waySelect the information you give back in the most useful way
Constantly work on the quality of the poolConstantly work on the quality of the pool
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The interesting thing about cooperationsit works all over the world!
All over the world, people are willing to share their knowledge and to build a pool of dataAll 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?
Do I want to
share my data?
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Adaption of the cooperation concept cooperative databases
Via which channels do people buy?
When do they buy?
For which amount of money do they buy?
Who is a Multi-Buyer?
How often and out of how many catalogues do they buy?
How to best address a certain person?
Who pays and who does not?
Who returns and who does not?
Via which channels do people buy?
When do they buy?
For which amount of money do they buy?
Who is a Multi-Buyer?
How often and out of how many catalogues do they buy?
How to best address a certain person?
Who pays and who does not?
Who returns and who does not?
because giving my data into the pool, means getting much more information back!because giving my data into the pool, means getting much more information back!
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Adaption of the cooperation conceptcooperative databases
Shit in, shit out: I want to get „good“ data out of the pool,
so I give „good“ data into the pool
Everybody wants to get legal data, so only legally generated data goes
into the pool
I do not want to give data to direct competitors: direct competitors can
be blocked
Shit in, shit out: I want to get „good“ data out of the pool,
so I give „good“ data into the pool
Everybody wants to get legal data, so only legally generated data goes
into the pool
I do not want to give data to direct competitors: direct competitors can
be blocked
What a successful cooperative database looks like:What a successful cooperative database looks like:
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Adaption of the cooperation concept in Germanyit works!
Is now
Together we know 95% of the
german mail order customers!
More than 35 million Households
More than 600 million transactions
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our goalsour goals
mail-order-alliancebusiness model
Mail-order-allianceInformation about the
purchasernew prospects
Pool of transactional
data
when, how much, how often individuals
ordered
provide addresses with proven mail-order activity deliver prospect names matching to your customer profile reactivate lapsed customers / convert prospects into customers
provide addresses with proven mail-order activity deliver prospect names matching to your customer profile reactivate lapsed customers / convert prospects into customers
your benefityour benefit more efficient budgeting selective mailings, higher response rates and lower churn
more efficient budgeting selective mailings, higher response rates and lower churn
member 1
member 2
member 3
member 4
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RecencyTimeliness
RecencyTimeliness
FrequencyFrequency of
purchases
FrequencyFrequency of
purchases
MonetaryMonetary
value
MonetaryMonetary
value
mail-order-alliancethe basics
R F M
Many decades of direct marketing have proven, that transactional data is highly relevant to successful future campaigns!
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Multi Buyer
mail-order-company 1 mail-order-company 2
mail-order-company 4
Address-potentialAddress-potential
Customers 1
Customers 4
Customers 2
mail-order-company 3
Customers 3
mail-order-allianceacquisition of new customers - prospecting
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mail ! mail ! good chance for good chance for (re-)activation(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 informationNo informationavailable !available !
mail !mail !
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Adaption of the cooperation concepte@lliance
Supplier of advertising space:Provides advertising space and receives payment full control concerning content of the advertisement guaranteed through approval process
Supplier of advertising space:Provides advertising space and receives payment full control concerning content of the advertisement guaranteed through approval process
User of advertising space:Places ad-content in a way, by which accurately fitting mail-order-customers can be reachedBenefits from the recommendation-character
User of advertising space:Places ad-content in a way, by which accurately fitting mail-order-customers can be reachedBenefits from the recommendation-character
Covenient delivery via platform Reporting for user of thead-space Opt-Out management
Covenient delivery via platform Reporting for user of thead-space Opt-Out management
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Adaption of the cooperation concepte@lliance
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2011 byd.o.t.s.s. GmbH & Co. KG Salzstraße 52D-48143 Münster
All rights reserved.The conceptual contents of this presentation is our intellectual property and must only be realized in cooperation with us unless otherwise contractually agreed.
By law we are obliged to let you know that we are not doing any legal consulting (data protection).
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