© d.o.t.s.s. GmbH & Co. KG 2011

Cooperative Database

the situation in which even competitors win

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The interesting thing about cooperations

Adaption of the concept: cooperative databases

1

2

5

Agenda

It works!

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The interesting thing about cooperationsfacts to consider

North America: New York, Los Angeles..Europe: London, ParisAsia: Tokyo

North America: New York, Los Angeles..Europe: London, ParisAsia: Tokyo

Frankfurt: BanksParis: Fashion…

Frankfurt: BanksParis: Fashion…

Furniture,Fast-Food…

Furniture,Fast-Food…

„Working“ Cluster: advantages because of a critical mass of businesses, specialised manpower, capabilities and knowledge

Why do even competitors often decide to chose a location near each other?

Why do even competitors often decide to chose a location near each other?

The headquarters of

the 500 biggest

global players are

located in only 20

urban areas!

The headquarters of

the 500 biggest

global players are

located in only 20

urban areas!

Headquarters of

competing players are

often located in the

same city

Headquarters of

competing players are

often located in the

same city

Competitors are often

located door-to-door

Competitors are often

located door-to-door

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The interesting thing about cooperationsfacts to consider

What do you know

about Barack Obama?

Not each and every detail?

What do you know

about Barack Obama?

Not each and every detail?

Who knows more than the most wise guy in the world?Who knows more than the most wise guy in the world?

Crowds know more

than a single person

is ever able to know

He married Michelle Obama in 1992

He likes modern art he was born in Honolulu

He saw his Dad for the last time at the age of 10, because his parents

got divorced

He was the first afro-american who was chosen tobe president of the Harcard Law Review Journal

He was called Barry by his friends when he was a boy

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The interesting thing about cooperationsfacts to consider

You want to know your customers future behaviour? Look at the past!The more data you have got, the better you know your customer!

You want to know your customers future behaviour? Look at the past!The more data you have got, the better you know your customer!

How to predict future? Do you know what the weather will be like in the second week of march in Dubai next year?

How to predict future? Do you know what the weather will be like in the second week of march in Dubai next year?

Collection of data of/ in

the past can predict

future behaviour !

Collection of data of/ in

the past can predict

future behaviour !

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steps towards a successful cooperationbuild a pool of knowledge

Willingess to share data / trustWillingess to share data / trust

Collect and pool the dataCollect and pool the data

Give those, who gave data, useful information backGive those, who gave data, useful information back

Select the information you give back in the most useful waySelect the information you give back in the most useful way

Constantly work on the quality of the poolConstantly work on the quality of the pool

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The interesting thing about cooperationsit works all over the world!

All over the world, people are willing to share their knowledge and to build a pool of dataAll over the world, people are willing to share their knowledge and to build a pool of data

Germany, France, USA, UK,

Canada, Japan, …

Do I want to

share my data?

Do I want to

share my data?

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Adaption of the cooperation concept cooperative databases

Via which channels do people buy?

When do they buy?

For which amount of money do they buy?

Who is a Multi-Buyer?

How often and out of how many catalogues do they buy?

How to best address a certain person?

Who pays and who does not?

Who returns and who does not?

Via which channels do people buy?

When do they buy?

For which amount of money do they buy?

Who is a Multi-Buyer?

How often and out of how many catalogues do they buy?

How to best address a certain person?

Who pays and who does not?

Who returns and who does not?

because giving my data into the pool, means getting much more information back!because giving my data into the pool, means getting much more information back!

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Adaption of the cooperation conceptcooperative databases

Shit in, shit out: I want to get „good“ data out of the pool,

so I give „good“ data into the pool

Everybody wants to get legal data, so only legally generated data goes

into the pool

I do not want to give data to direct competitors: direct competitors can

be blocked

Shit in, shit out: I want to get „good“ data out of the pool,

so I give „good“ data into the pool

Everybody wants to get legal data, so only legally generated data goes

into the pool

I do not want to give data to direct competitors: direct competitors can

be blocked

What a successful cooperative database looks like:What a successful cooperative database looks like:

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Adaption of the cooperation concept in Germanyit works!

Is now

Together we know 95% of the

german mail order customers!

More than 35 million Households

More than 600 million transactions

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our goalsour goals

mail-order-alliancebusiness model

Mail-order-allianceInformation about the

purchasernew prospects

Pool of transactional

data

when, how much, how often individuals

ordered

provide addresses with proven mail-order activity deliver prospect names matching to your customer profile reactivate lapsed customers / convert prospects into customers

provide addresses with proven mail-order activity deliver prospect names matching to your customer profile reactivate lapsed customers / convert prospects into customers

your benefityour benefit more efficient budgeting selective mailings, higher response rates and lower churn

more efficient budgeting selective mailings, higher response rates and lower churn

member 1

member 2

member 3

member 4

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RecencyTimeliness

RecencyTimeliness

FrequencyFrequency of

purchases

FrequencyFrequency of

purchases

MonetaryMonetary

value

MonetaryMonetary

value

mail-order-alliancethe basics

R F M

Many decades of direct marketing have proven, that transactional data is highly relevant to successful future campaigns!

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Multi Buyer

mail-order-company 1 mail-order-company 2

mail-order-company 4

Address-potentialAddress-potential

Customers 1

Customers 4

Customers 2

mail-order-company 3

Customers 3

mail-order-allianceacquisition of new customers - prospecting

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mail ! mail ! good chance for good chance for (re-)activation(re-)activation

housefile with the mail-order-alliance

data file of the company

active purchasers

inactive purchasers

(e.g. no purchase within the last 12 months)

prospects

inactive purchasers

prospects

currently active in mail-order business

no info about mail order activities

No informationNo informationavailable !available !

mail !mail !

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Adaption of the cooperation concepte@lliance

Supplier of advertising space:Provides advertising space and receives payment full control concerning content of the advertisement guaranteed through approval process

Supplier of advertising space:Provides advertising space and receives payment full control concerning content of the advertisement guaranteed through approval process

User of advertising space:Places ad-content in a way, by which accurately fitting mail-order-customers can be reachedBenefits from the recommendation-character

User of advertising space:Places ad-content in a way, by which accurately fitting mail-order-customers can be reachedBenefits from the recommendation-character

Covenient delivery via platform Reporting for user of thead-space Opt-Out management

Covenient delivery via platform Reporting for user of thead-space Opt-Out management

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Adaption of the cooperation concepte@lliance

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2011 byd.o.t.s.s. GmbH & Co. KG Salzstraße 52D-48143 Münster

All rights reserved.The conceptual contents of this presentation is our intellectual property and must only be realized in cooperation with us unless otherwise contractually agreed.

By law we are obliged to let you know that we are not doing any legal consulting (data protection).

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