A Focus On Data-Driven Communication

The participants of “Data Driven Day” organized by AZ Direct were able to get information about the potentials and perspectives of data-driven communication. The Bertelsmann Printing Group subsidiary initiated the event to sharpen its profile as a specialist for data-based and omnichannel marketing. More than 80 client representatives seized the opportunity to hear the lectures given by renowned speakers at Düsseldorf’s Malkasten house of artists.

Andreas Dolfen, Director Data Science & Consumer Insights, and Strategy Analyst Stephan Steinmeyer of QVC provided interesting insights into the development and application of customer segmentation at the teleshopping channel that is successfully being used today. Stefan Kohn, who is responsible for the Future and Innovation Forum of Deutsche Telekom AG at Telekom Design Gallery, took a look at the future of customer communication. In his lecture titled “Interface Evolution – How you will interact with your customer in the future” he explained why voice-based assistants and artificial intelligence are of enormous strategic importance for customer contact in the future.

In other contributions, the participants learned how cross-media communication promotes upselling, i.e., the acquisition of products or services that are of higher quality than originally intended by the customer. The online retailer Hello Fresh, a provider of meal kits with recipes and ingredients, showed how mailings can be successfully used in the marketing mix along with valuable advice as to how customers can be inspired to make a purchase decision or other desired action through efficient programmatic advertising. The topic is the fully automated and individualized acquisition and sale of advertising spaces in real-time.

The audience attentively listened to the speech given by Urs Meier. The former FIFA referee known from his television appearances has become an entrepreneur. He explained his personal strategy for making decisions under pressure. During the casual networking session later on, which included craft beer tasting, Meier’s analysis of the FIFA World Cup in Russia was in high demand. The guests also used the occasion for an exchange with each other and all of the speakers of the day. According to AZ Direct, all of the participants unanimously gave positive feedback on “Data Driven Day”.