Smarter marketing: analytics as a driver
From curiosity to skills
In his introduction to the conference, CEO Emea, Dr. Patric Maerki, explained that we have arrived in the age of the analytics economy. He described this state with the three terms connectivity, computing and collaboration. The latest developments show that analytics technologies have made devices, companies and even entire cities smarter and that it is to be hoped that our society will also become smarter and benefit as a result. In conclusion, Maerki said that it is not enough to be curious, but that curiosity about relevant questions must be developed into insights and skills using analytics.
Business Analytics Performer Award presented
This year, two leading Swiss companies, Coop and TetraPak, received the "Business Analytics Performer" award for outstanding achievements in data analysis, which is presented by the software manufacturer SAS on a regular basis.The retail group Coop was recognized for its exemplary development of a data infrastructure in marketing that includes all communication channels and touchpoints in customer interaction. Coop analysts implement around 600 campaigns a year for the supermarket sector alone. The award for this achievement was accepted in Zurich by Ingo Hary, Head of CRM/Data Analytics at Coop, while the second award winner took a completely different approach: The packaging group TetraPak decided against setting up its own analytical infrastructure to optimize the global forecasts of its product planning. Instead, the Lausanne-based company is currently testing "Results as a Service" - a service in which the company defines the questions and provides the data, but the actual analysis is carried out by SAS specialists.
INTERVIEW
Three questions for Dr. Ingo Hary, Head of CRM and Data Analytics at Coop Genossenschaft:MK Why is CRM still unable to deliver what it has always promised? INGO HARY In my opinion, CRM implementations in companies have not been thought through to the end. Excessive specialization in marketing has led to the creation of actual silos within marketing, which have made the coordination necessary for CRM much more difficult.MK What should CEOs pay more attention to? HARY Hierarchies are a child of the past; today, more organizational permeability is needed both horizontally and vertically. At the same time, in striving for agility, CEOs should also recognize the danger that the important things must always be thought through to the end.MK Where do CMOs need to step up?HARY CMOs need to improve their methodological skills and develop a strong interest in organization, processes and structures, or simply put - become more analytical.
An outlook from the trend researcher
The inspiring keynote speech by Christoph Keese (pictured) illustrated how the traditional delivery promise of online retailers will evolve from 48 hours to 12 hours to one hour and, in future, to 15 minutes. The technologies required for this are already available today, but what is still missing is that the large central warehouses need to be decentralized closer to the customer, he said, adding that Amazon's dominant market power will continue to develop with Amazon's Alexa. A possible monopoly by Amazon could hardly be countered legally, as Amazon is a "startup" and not a powerful entity from a merger! The fact that Amazon is increasingly offering more of its own brands, such as batteries, clearly shows where this company is heading. We can look forward to the innovations that will be presented at the SAS Forum 2019.*Christoph Oggenfuss, Front Office Architect, CE-Owner markITing ag Zurich (www.markiting.ch)
