Georg Arens - People Analytics & Personalisierung auf

People Analytics & Konsumeneten Präferenzen
aus sozialen Netzwerken
Enabling the digital Memory
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Georg Arens
Social Media in Deutschland
78%
in sozialen Netzen
angemeldet
69%
nutzen Facebook
Quelle: BITKOM, Harris Interactive, externe Quellen
27.000.000
31.000.000
38.000.000
9.000.000
67%
aktive
Nutzung
DigitalSync GmbH Confidential, Distribution Prohibited without Prior Authorization
7.000.000
4.500.000
4.000.000
3.000.000
1.500.000
500.000
2
The Digital Memory
ACTIVITY GRAPH
Check-Ins
Going Out
Favorite Spots
SOCIAL GRAPH
Travel
Relationship Status
Family
Friends
www Searches
Buying behavior
Posts, Tweets
Birthday LIFE EVENTS
Promotion
Move
Wedding
Baby born
INTEREST GRAPH
Music TV
People News
Movies
DEMOGRAPHICS
Age
Language
Education
Job title
Brands
Companies
Products
Services
DigitalSync GmbH Confidential, Distribution Prohibited without Prior Authorization
3
„Soziale“ Empfehlungen für Kenzo Käufer
DigitalSync GmbH Confidential, Distribution Prohibited without Prior Authorization
5
„Soziale“ Sport-Empfehlungen für Nuhr Fans
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6
Engage and access consumer data
1
Web Mobile Facebook
Brand Application
APIs
2
Permission / Token
Faceboo
k
3 Facebook Data
based on
Token
Data access to “thin” for useful analysis
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7
DigitalSync
for Omni Channel Personalization
E-mail
Social
Permission
Token
Cookie
Web
Mobile
TV
Print
Decide & Deliver
Digital
Statistics /
Brand Data
Digital Profile /
Consumer Data
…
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Persist & Extend
Connect & Collect
Digital Memory
Corporate CRM /
Data Warehouse
8
3/4 würden alle Daten freigeben
Wären Sie bereit Ihre Daten als Ganzes
zu übermitteln?
Nein, nie
36%
64%
Ja, nutze ich
77% 23%
Ja, alle Daten
Nein, aber selektiv
einzelne Daten
Quelle: defacto research, 2. Social Media Check: Social CRM
DigitalSync GmbH Confidential, Distribution Prohibited without Prior Authorization
9
..und der Datenschutz ?

Zustimmung & Widerruf
(Opt-In und Opt-Out)
 zweckgebunden

verhältnismäßig
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10
Create your social CRM
360o view of your customers
DataSync Data
Enterprise Data
Demographics
Products Purchased
Preferences
Purchase Frequency
Activities
Lifetime Value
Psychographics
Service Records
Your Customer
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11
WWW.DIGITALSYNC.DE
Connect with us:
facebook/DigitalSync
[email protected]
[email protected]
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12

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