The Hyper-Connected Customer

Christian Sauer, CEO Webtrekk

2

People who buy your stuff anyhow,

no matter whatPeople who

are undecidedPeople who

will never buyyour stuff

Question: Where should we focus our marketing on?

BUY EXITBUY EXIT

Webtrekk SUMMIT 17&18 May 2017 314.05.2017

It’s 2020 and you’re doing powerful data-driven marketing at your company.

Let’s look at how you did it.

Webtrekk SUMMIT 17&18 May 2017 414.05.2017

Remember 2017?

Everyone Used Only 3rd-Party Data

Webtrekk SUMMIT 17&18 May 2017 514.05.2017

What is 3rd Party Data?

1st PrivacyImpact

1st 1st 1st1st1st1st1st

3rd-PartyData Pool

3rd-PartyData Pool

3rd-PartyData Pool

Webtrekk SUMMIT 17&18 May 2017 614.05.2017

3rd Party Data

• Comes from many places – other websites, other apps,other platforms…

• Not your data alone - data can be shared with direct competitors.

7

Webtrekk SUMMIT 17&18 May 2017

But YOU Did Something Right:

You Enhanced All Your Data Usage With

1st-Party Data

• Comes directly from your visitors. It’s one-to-one.

• 1st-Party Data is yours.• Collection of 1st-Party

Data doesn’t bother users.

1st Party Data

Technical

3rd

1st 3rd

Legal

Many ManyMany

Differences in Legal and Technical 1st/3rd Party

3rd

1st

3rd

LEGAL

TECHNICAL

manymanymany

Legal

How Do the GAFA´s Treat Their Data?

vs

Shows difference in numbers of installed Java Scripts that send realtime customer information to 3rd parties.

Your Company

Take backcontrol ofapp+web

REASON 1: Increasing costs for marketing channels,even cheapest channels got more expensive.

2018: CPC for Google and Facebook

So YOU built up your 1st-Party Data

Why Did You Build Up Your 1st-Party Pool?

EXPLODED

Average CPC/CPM Year on Year Change

+65%

Your ROI

+115%

Your ROI

Reason 2: Browsers and ad blockers made it so easy to block third-party tools

AD BLOCKERS

Why Did You Build Up Your 1st-Party Pool?

Age Groups Using Adblockers

18-29

31%

30-44

Younger males have highest tendency to block 3rd party scripts.

Group of 18-29 year olds have highest share overall.

>6045-60

54%

http://images.google.de/imgres?imgurl=http%3A%2F%2Fstoppress.co.nz%2Fimages%2Fgalleries%2F2015%2F04%2Freasonfo

rinstallingnewone.png&imgrefurl=http%3A%2F%2Fstoppress.co.nz%2Fnews%2F200000-kiwis-using-adblock-plus&h=623&w=

660&tbnid=D2gbAahEZznaFM%3A&vet=1&docid=8HjSHdeUtdFBIM&ei=nt1nWIyND4bWUcTBsegM&tbm=isch&iact=rc&uact=

3&dur=530&page=0&start=0&ndsp=27&ved=0ahUKEwiM1P_q7Z7RAhUGaxQKHcRgDM0QMwgpKAwwDA&bih=834&biw=1696

Age Groups Using Adblockers

29%

41%18-29

13-17

>60

45-60

30-44

29%15%

21%

26%

25% 25%24%

17%15%

Quelle: http://stoppress.co.nz/news/200000-kiwis-using-adblock-plus

Ad Blocking Rates by Country (Unique Visitors)

0%

5%

10%

15%

20%

25%

30%

US UK

10%

Netherlands

1 in 4 block ads in France and Germanywhere Privacy concerns are high.1 in 10 block ads in the US and UK.

14%

Spain Germany

24%

France

27%

Canada

16%

14%

9%

Source: comScore UDM, June 2015 (Desktop users only)

Ad Blocking Rates by Country (Unique Visitors)

Source: comScore UDM (Desktop users only)

Reason 3: 3rd-Party Data providers ran into regulatory problems

Why Did You Shift To 1st-Party Data?

Reason 4: Technical Restrictions within Browsers

Technology reduced 3rd-Party Data quality

Why Did You Build Up Your 1st-Party Pool?

Technology reduced 3rd-Party Data quality

CPOChannel-centric

CLVUser-centric

Cross device

Why Did You Build Up Your 1st-Party Pool?

Reason 5: The customer becomes the center

Marketing Focus will change

You identified all potential data sources

1 2 3

How Does The Suite Help You To Get Started?

You connected and analyzed all these data points in a single customer-centric data pool

1 2 3

How Does The Suite Help You To Get Started?

You activated your data and decided which data you wanted to send to 3-rd Party Data partners

How Does The Suite Help You To Get Started?

1 2 3

ACTIVATEDDATA

„Now I don’t have to spend money on marketing to users who log in on a daily base anymore“

Use Cases - 1

„Users who set an opt-out on my side won’t be targeted by annoying ads anymore“

- 2

Use Cases

„I finally can offer usersa unified experience on web and app“

Use Cases

Obviously You Did Everything Right

Thank You!