Blog & Inspiration

CUSTOMER FOOTPRINT

Knowledge and data management today has become an essential managerial process necessary for creating, sharing, storing, using and managing the knowledge and information of any organisation. It is a collection of systematic approaches used to facilitate the flow of information and knowledge between the right people at the right time in the right format at the right cost, so they can act more efficiently and effectively to create value for the organisation and achieve a competitive advantage. Needless to say, no one would argue that data management or knowledge management does not need to be made an organisational priority. But there are technical and organisational complexities to consider and hurdles to overcome that can make it very difficult to realise the potential. We sat down with Katie Fabiszak, CMO of Riversand Technologies and 20-year data management industry veteran, to talk about the critical need for and potential roadblocks of harnessing an organisation’s data with the aid of today’s data management technologies.

GAME CHANGER
What makes a decision a good one? Can this be computed on a purely rational basis? What role does luck have to play in this? Stephan Kalhamer is a mathematician – and a professional poker player. He coaches top managers and teaches them what risk management means in very specific terms: He describes the optimal situation in the game of poker – and in everyday business life: ‘The mathematics have to be on my side; then there is no more luck, and my wager works for me’. He tells us what constitutes smart negotiating, and why poker is not a dubious gamble but rather a mental exercise for strategists.
PULLING TOGETHER
Information is the be-all and end-all of a company’s process management. Information needs to be transferred at the right point in time in the appropriate quality and right format to the correct recipient, all while occurring in the right location. It is no wonder then that information logistics projects are challenging. They take longer when organised poorly, ending up more expensive than planned. Digitalisation in particular requires central, optimised and automated processes. Companies must now face this challenge and plan their PIM/MDM projects in a rational manner. We asked the specialists Marc Hölzle, Principal Technical Consultant, and Michael Mezger, Principal Business Consultant, from the consulting firm parsionate in Stuttgart about what advice they have for companies to successfully plan and implement a project. 
BLÄTTERWERK
Er ist das älteste aller Kommunikationsmedien für Produktinformationen und trotz der unvergleichlichen Entwicklung des Internets und den damit einhergehenden disruptiven Veränderungen für Unternehmen noch immer putzmunter. Oft totgesagt, aber immer wieder auferstanden, findet der Katalog nach wie vor seinen Platz im Marketingmix unterschiedlichster Unternehmen. Jochen Janke beschäftigt sich seit 20 Jahren mit Katalogen und spricht mit uns über den Wandel und die Zukunft des Mediums.
GAME OF LIFE

Absolutely incredible: the overwhelming majority of lottery players still purchase lottery tickets at kiosks or convenience stores. And this despite the fact that the market potential for online lottery sales runs into the billions and the willingness among players to switch to online offerings is steadily growing. We talk to the Chair of the Board of Lotto24 AG, Petra von Strombeck, about this virtually untouched market, the pioneering role that the company is assuming and the blessings of money in general.  

HIGH-SPEED

One of the enterprises shaping the digital future is the Düsseldorf-based communications group Vodafone. The group has long expanded its efforts beyond the topic of mobile telephony; through strategic acquisitions, joint ventures and partnerships, in recent years Vodafone has become a solid 360° provider for digitalisation.

RELY ON THE RIGHT STRATEGY
As the global market leader for locking systems, hinges and sealings, Emka has an enormous range of products, which presents a unique challenge in terms of product information management due to its worldwide subsidiaries and customers. New forms of product presentation are creating additional pressure, while implementing a PIM system suitable for this situation holds its own particular obstacles and tasks. We spoke about this with Markus Panofen, Head of Digital Marketing at Emka.

 

SET SAIL
Transformation and automation go together like sails and wind. What use is the greatest transformation strategy and the most amazing digital transformation project if the existing knowledge base and wealth of experience are not tapped into in time and sustainably converted into value? This hugely complex task can only be accomplished with automation, because even with the most experienced rowers, a sailing ship cannot sail as fast as with the power of the wind.
WHAT COULD A DATA DRIVEN BUSINESS MEAN FOR YOUR COMPANY?
Data, Data, Data – companies gather, collect, evaluate and reutilise data no matter where you look. This is common knowledge, as is the fact that a successful Data Driven Business enables new business models while simultaneously supporting traditional business. Companies require a more stringent approach in order to successfully capitalise on the opportunities provided by increasing digitalisation.
THE POWER OF PRINT
Commissioned by the Creatura industry initiative, the Multisense Institut für sensorisches Marketing (Multisense Institute for Sensory Marketing) analysed more than 300 international studies on the impact of print advertising and print enhancement, on whose basis it drafted practical recommendations for the use of print in the digital age.
FLIEßENDE ÜBERGÄNGE
Bei der Wasser- und Farbanalytik steht Qualität stets an erster Stelle. Um auch die Customer Journeys präziser und effizienter zu gestalten, setzt der Analytik-Spezialist Tintometer im Marketing auf eine medienübergreifende Lösung, die mit der Omnichannel-Box der Agentur infolox umgesetzt wurde.
ROAD TO RECOGNITION
How is digitalisation changing B2B sales, and what opportunities is this generating for sales organisations? B2B sales are profoundly changing as a result of the constant development of new digital technologies. The changes are affecting all sectors equally, regardless of whether industry, high-tech and software companies or the service sector.
EVOLUTION 2.0
SMEs have a difficult time developing a long-term vision under the auspices of digitalisation. Will anyone still be able to make money in 5 years, and if so, how? How can a supervisory board and senior management approach the task of answering existential questions? Based on practical experience, Jörg Henseleit shows how SMEs should proceed.
THE TWELFTH MAN
Every company, no matter their sector, must think about how to reach new and existing customers today and in future constantly. User-Generated Content will always be part of the answer to this question. Video content in particular is playing an increasingly important role - currently nearly 300 hours of new video material are being uploaded every hour of every day of every week. My children, like everyone else in their age group, first turn to relevant forums to see how they can solve a problem or which product they may want to buy. They ask questions there and wait for the answers before talking to me, their father. All this user-generated content establishes trust among consumers, a familiarity almost, that no banner, video clip or other professional marketing channel is able to create.
STABLE BASIS
Safety, durability and ergonomics are essential in light-metal construction. On the global market, Zarges sets standards and serves both the consumer and the commercial sector with innovative products in the fields of access, packaging, transportation and special construction. With such a wide range of different products and solutions, comprehensive product data management is particularly useful in order to provide customers, partners and employees with all the information necessary at all times. We talked to Zarges product manager Simone Harrer about the challenge of finding a suitable PIM solution and how to implement such a project successfully.
WORLD IN NUMBERS
Anyone who has searched the Internet for statistics on topics relating to consumer behaviour, media or marketing before, will certainly have come across the industry service Statista. Since 2008, the Hamburg-based company has aggregated and published around one million graphics and statistics from more than 22,000 sources online. More and more premium content, such as studies and reports on particular industries, is added on top. The platform, which claims to have 1.5 million users, has hit a nerve, it appears. Meanwhile, a total of 550 employees, many having an editorial background, busily provide new data and facts on a daily basis.
BASIS OF TRUST
As a specialist for modern building system technology, Jung, established in 1912, stands for premium quality and timeless design in electrical engineering. With a focus on controls for office buildings, hotels, residential buildings and functional buildings, the company helps us to design an increasingly functional and networked environment. The advantages of future-proof living lie in sustainability and energy efficiency in particular – standards the company’s production adheres to. We speak with Deniz Turgut, Head of Marketing at Jung, about innovative technologies in building services engineering.
PLAY RIDE AND SEEK WITH HERTZ
In September 1918, the used car dealer Walter L. Jacobs came up with an idea as he was looking at his twelve Model T Ford cars that were parked in the yard rather uselessly waiting to be sold. Why wait for buyers when he could also rent out the cars in the short term against payment? The idea for the first car hire service in America had been born. Just five years later the fleet comprised five hundred vehicles when Jacobs sold his company to John Hertz, the President of the Yellow Cab Company and the Yellow Truck and Coach Manufacturing Company. General Motors acquired the so-called “Drive-Ur-Self” system in 1926, and in 1953 it was sold to the Omnibus Corporation.
HARVEST-FRESH
Traditionally, sustainable gastronomy has been deemed to merely mean the use of regional products. However, we have now taken this a step further – with the arrival of the Berlin-based restaurant ‘Good Bank’. Here, dishes are not just prepared freshly, some of the ingredients are also grown on-site. ‘Vertical farming’ is the new magic formula here. The futuristic-looking greenhouses behind the counter are used to cultivate fresh vegetables for in-house consumption. The two founders Ema Šimurda Paulin and Leandro Vergani came up with the idea for the concept several years ago. As a result, visiting Good Bank is not only a feast for the eyes, your other senses also embark on an exciting adventure. Ema explains the concept of vertical farming and the idea behind her restaurant.
OUTSTANDING
What does content marketing for online merchants and brand manufacturers look like in practise in Germany, aside from theory and commonplaces? Is there perhaps a large discrepancy between what is required and what is really going on? If so, then what are the reasons? The snapshot study by w&co provides the answers.