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Digital Transformationpowered by Controlling

Digitalization

not only requires new thinking on how to engage with customers,

but also the ability of an organization to handle it.

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Digitalization: The end of one ways

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ProductionMarketing & Sales

Supply Chain Product

Bitte gleich große Iconsalso gleiches Look&Feel-M&S: ok

-ProductioN: Fabrik oder Maschinen, keine

Menschen-Supply Chain: ok- product: lieber Kaffeemaschine,

Waschmaschine oder so

Marketing & Sales is frontrunner in two-way traffic,with millions of devices working as millions of touchpoints

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Digital touchpoints have the potential to deliver

valuable, measurable customer feedback in realtime…

… transforming the way products and brand images

are developed, presented and engaged with.

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The new Key Factor of Success?... Manage the „sharpest intersection in the world“ well

The sharpest

And You?

→ Cost controlling?

→ Business partner?

→ Enabling governance?

One big reason why Controlling should be sent to thesharpest intersection in the world: big economic risks!

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✗ Risk I: True costs transparent?

✗ Risk II: Analytics adequately qualified?

✗ Risk III: Data controlled?

✗ Risk IV: Strategic Risks managed?

✗ Risk V: Digital Roadmap on track?

RISKS(als Bild/Graphik darstellen)

Hier will ich sagen: Risiko, daßDigial eine schöne Wolke ist un din

Luft aufgeht

1995 2000 2005 2010 2015

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Risk I:Do you know your marketing‘s truecosts in the digital channels?

True Cost Transparency:Avoid the risk of spending excess budgets on nothing!

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✗ Traditional Mediabuying / Visibility / Adblocker

✗ Payment for Fraud / Bot Traffic

✗ Disregard of Customer lifetime values

✗ Redundant Ad Technology Configurations

✗ Intransparent Tech Licences

50%30-40%

30-40%

30-50%

20%10-20%

Lieber wäre mir eine Wolke im look wie das Fragezeichen von S. 7,

soll inhalltich Bezug zu S. 6 geben

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Risk II:Do you really know all the databehind the digital dashboards?

Analytics Controlling:Ensuring the Quality of Data, Modellings & KPIs

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✗ Understanding existing KPIs and their limitation

✗ Identifying problems and solutions

✗ Developing KPI sales structures

✗ Creating transparency on data collection

✗ Initiating new dashboards

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Risk III:Who controls all your customer‘s data?

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Data Controlling:Reducing economic & investment risks:

✗ Developing a logic of data-driven marketing

✗ Understanding differences among data types

✗ Defining measures against data leakage

✗ Familiarising with EU-Data Privacy Regulations

✗ Defining preparation regarding processes, technologies and contracts

1. No data collection/usage

2. Limited advertised access

Without customer opt-in...

Fine of up to 4% of group sales(20 Mio. €)

...in contrast to currently 300.000 €

MAY 2018ad4matAdformAditionAppNexusDoubleClickDoubleClick Ad Exchange-BuyerDoubleClickFloodlightDouble Click SpotlightExactagGoogle Dynamic RemarketingGroupM ServerMediaMathNEORYTurn Inc.UsemaxADTECHEtrackerGoogle AnalyticsPiwikGoogle Tag ManagerQubit OpentagiAdvize

Who owns the Data?

1995 2000 2005 2010 2015

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Risk IV:Is your company really in control ofits relationship to the customer?

Strategic Risk Management:Understanding safeguarding strategic business interests

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✗ Influence of search engines

✗ Risk of ad-blocking

✗ Risk of cookie-decay

✗ Reach of comparison portals

✗ Own CRM & permission rate

90% of the digital footprint of

customers of ANY enterpriseis primarily owned by Big Five

70% of digital ad revenues are

owned by only two companies

They have the best Data!

They make it so easy for me!

I don´t know why it works, but I

trust them!

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Risk V:Is your C-Level well aware about theDigital Era?

Digital Enabler: Training to step forward

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LEVERAGEData & Technology

in all functions

✗ Familiarizing with the digital landscape (martech & adtech)

✗ Understanding data-driven marketing

✗ Evaluating roadmaps for implementation

✗ Initiating decisions to be one step ahead

✗ Establishing management

If you don‘t understand the Controlling‘s role, it will beYOU who is CONTROLLED… Where do you stand?

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LEVERAGEData & Technology

in all functions

Costs Analytics Data Risk Management Enabler

Mediabying KPIs Data-drivenMarketing

Search Engines Digital Landscape

ConfigurationProblems and

SolutionsData Types Ad-blocking Data-Know-How

Licencies Sales Structures Data Leakage Cookie-Decay Implementation

Fraud / Bot Traffic / Adblocker / Visibility

Transparency on Data Collection

EU-Data Privacy Regulations

Comparison Portals Decisions

Customer LifetimeValue

New DashboardsProcesses,

Technologies andContracts

CRM & PermissionRate

Management

Thank You

Dr. Sven Schiemann

s.schiemann@futuremarketing-network.de

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