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Newsletter Intelligence

The time between the holidays is known to be used for resting. Not so with us. We are busy developing, optimizing and researching. The result is a number of new features in our OnSight Analytics tool. To present all of them now would go beyond the scope of this article… And what fun would it be to shoot all the powder at once instead of finely portioning it and thus benefiting from it for a longer period of time?

Be curious what we have to report in the near future!

But now to an exciting new feature: the Newsletter Intelligence!

What is the Newsletter Intelligence?

With one glance you can see how many newsletters have been sent. When you mouse-over the points, you will receive several pieces of information, for example: How many newsletters were sent on this day? In addition, you can find out which coupons are offered, which collections and freebies are advertised. Of course, you can also click on the individual newsletters from this date below to take a closer look.

Newsletter Intelligence

Instead of subscribing to your competitors’ newsletters yourself and going through them manually, you can let OnSight analyze tens of newsletters for you and stay up to date with your competitors’ marketing strategies.

Newsletter Intelligence

Are you curious? Then test our demo and see for yourself what is possible!

Customer Journey: The cornerstones of a detailed customer analysis

Customer Journey: The cornerstones of a detailed customer analysis

At yesterday’s workshop on “Customer Journey: The cornerstones of a detailed customer analysis” we welcomed Akanoo managing director and digital marketing expert Benjamin Ferreau. 17 participants gathered on our premises and listened with interest to Benjamin’s presentation. From the beginnings of the Customer Journey (medieval marketplaces, retail stores, catalogues) to intelligent, data-driven customer communication. Ultimately, it doesn’t matter where the customer is and where the conversion takes place.

From electronic-Commerce to everywhere-Commerce.

The Customer Journey is subject to an evolution of customer relations and customer approach. On the basis of customer behavior, the optimal approach is chosen to create an online experience. Different Omni-Channel concepts can be pursued (Hint: Only betting on vouchers is not so cool). Rather, the customer experience must also be extended by non-monetary campaigns.

Workshop: Customer Journey - Die Eckpfeiler einer detaillierten Kundenanalyse

The Customer Journey becomes the Customer Interest Journey.

The use of artificial intelligence in modern customer journeys is of decisive importance. Only with the help of data can the needs of so-called unknown customers be understood and satisfied. Previously, AI was able to analyze customer behavior and derive forecasts and target customers from it, but always on the basis of historical data. But AI and Omni-Channel have reached a new level of evolution. Now the AI can determine customer behavior in real time and continuously optimize it. This avoids rigid categorization and focuses on the individual customer.

Everywhere-Commerce simply does not take place yet.

Real Omni-Channel plays an essential role to extend the experience. Unfortunately, real Omni-Channel does not take place in Germany at all. It is still thought too much in individual silos with isolated KPI’s, instead of an all-embracing experience to create an Everywhere-Commerce.

We have picked out these 3 Key Learnings for you:

The focus goes from classic eCommerce to channel-independent everywhere-Commerce. Retailers must also make organizational changes in order to better dovetail individual channels and be accessible to customers at all levels.

In addition to macro transactions (conversions), micro transactions (impressions, referrals, baskets, etc.) should also be intensively monitored and optimized. This may help to find new ways to communicate better with customers and to motivate them to convert.

3. in order not to educate customers as discount hunters and thus become price dependent, mainly non-monetary measures should be developed in order to improve the customer experience.

Interview with Benjamin Ferreau

 

Benjamin Ferreau talks about the Customer Journey

Interview with Benjamin Ferreau

What brought you north as a Swabian?
After studying industrial engineering, I came to the north for the job. I worked there for the EversFrank-Media Group, Germany’s second largest print and media group. There I mainly dealt with corporate development, digitization, mergers and acquisitions. Since 2017 I have been Managing Director of Akanoo, a digital technology agency.

What exactly are you doing at Akanoo? What does your daily work look like?
I am the managing director and responsible for strategy, finance, investor search, stake and shareholder management as well as sales and marketing at Akanoo. As managing director, I don’t really have a real everyday working life. I always start relatively early, between 7.00 and 7.30 and try to start with administrative topics. During the day I am usually on the road. In the evening I try to keep my rhythm again and to complete administrative tasks again. But there is no real everyday life.

You call yourself a “customer journey optimizer.” What exactly do you mean by that?
Actually, this means the message of Akanoo: We try to support the customer on his way to the conclusion with different anchor points.

What motivated you to work in this field?
Above all the technology, the AI. But also e-commerce and the start-up environment. But the technology was already the decisive point.

What challenges do you see in the fashion industry with the topic “Customer Journey”?
The biggest challenge is actually competition: new brands are cannibalizing the old-established brands. It’s getting harder and harder to survive. Another challenge is clearly the company’s own structure. A major rethink still has to take place here.

How and where do you find out about the industry?
A lot of things happen to me via the network. I am well networked and regularly exchange information about the industry here. But I also read specific platforms, blogs and studies in between.

Where do you think the e-commerce business is going?
I think the marketplace idea will have an enormous impact. For big manufacturers it doesn’t really matter on which platform they sell, but the trade has to represent a certain mass and it gets more and more difficult.

Sandra and Benjamin in conversation

Interviews with workshop participants

Interview with Falko from Zwanzigzehn GmbH

What’s your position at Zwanzigzehn?
I am managing director of Zwanzigzehn GmbH and head of the online shop of myclassico.com.

What do you do in your working life? What exactly does your position involve?
With my agency, I help with the technical and strategic development of online shops and provide advice. We also have SEA measures in our portfolio.

Why are you here? What motivated you to come to this workshop?
I’m hoping for new ways of thinking and perspectives around Customer Journey. Even our customers have not arrived at Everywhere-Commerce and it often helps to recall the individual steps. In this way, we can make the image of Omni-Channel and Everywhere-Commerce clear to the customer, because there is often still a lot of power of persuasion required.

What did you find particularly interesting about the workshop?
The deep insight into the technology as well as the overviews and charts. They always bring you back to the bottom of the facts and clarify what you actually do.

What would you like to know more about?
I’d also like to know where Germany is in the industry mix. What is the general way of thinking about Customer Experience and Omni-Channel? Are other industries already further along?

Die Teilnehmer des Workshops hören gespannt zu

The participants of the workshop are listening eagerly

Interview with Philip and Niklas from OTTO Group

What are your positions at the OTTO Group?
We are Project Managers Customer & User Experience and Process Optimisers.

What do you do in your working life? What exactly do your positions contain?
We have grown historically as a classic service provider and even now we are active within the OTTO Group in an advisory, executive and analytical capacity. Our methodological skills are in demand and we then work as project managers, so to speak. We look at the different contact points of the customer journey, such as the packaging.

Why are you here? What motivated you to come to this workshop?
Basically it is an exciting topic for us and we hope for fresh impulses. It is interesting to look at the topic from a start-up environment. We only ever see it from a corporate perspective. The Customer Journey and the Customer Journey Mapping are essential for our job, but it doesn’t always attract attention. It is still thought too much in silos.

Was the workshop interesting for you and if so, what exactly?
Yes, both the content and the framework in which this workshop will take place is very interesting. On the one hand, we have received new food for thought and new impulses, on the other hand, however, one also finds confirmation in his daily work. Many charts have recently been seen at university. So it’s good to bring this knowledge back to mind. Also the foresighted point of view is interesting, so keyword Everywhere-Commerce. At the OTTO Group, Connected Commerce is also a major issue at the moment. So we take a very similar view. It was also interesting to realize that the voucher is actually dead and that one has to think about new approaches.

What would you like to know more about?
Of course further information about Customer Journey or Customer Experience would be interesting. But also measures for personalization, which have a lot to do with the customer journey, if not even determine it.

Interview with Tobias from Fixson Media GmbH

Kundenansprache und Kanalintegration

What’s your position at Fixson Media?
I am a managing director.

What do you do in your working life? What exactly does your position involve?
Fixson Media is an online media agency. We help bring portals, websites and shops to market.

Why are you here? What motivated you to come to this workshop?
On the one hand because Sebastian is an old friend of mine and he invited me, but on the other hand because the topic is interesting for our agency.

What did you find particularly interesting about the workshop?
We also notice again and again that many companies are not ready, although the technology is there. There is a lack of openness and structure within the companies. This was confirmed again in this workshop. In addition, it was a good mixture of bold, i.e. concrete application examples and definitions. I found slide no. 29 [note: see illustration on the right] particularly interesting: It simply makes it clear that you can’t leave out any evolutionary step and only if you have the data can you get the customer to everywhere-commerce.

What would you like to know more about?
I am actually interested in everything that has to do with corporate development.

Note: The interviews were recorded in the protocol.

Information extraction from websites (focus on product details)

Information extraction from websites

Last Tuesday, a crowd of software developers and data specialists gathered in our company to listen to the words and tips of Timo Schulz. Timo is a former employee of Picalike and now a consultant at ITGAIN Consulting. As a specialist for artificial intelligence and in particular machine learning, deep learning and data processing, Timo advises companies on advanced analytics and AI.

The topic of the workshop, which was attended by 20 participants from different industry sectors, was “Information extraction from websites with a focus on product details”. In other words, how do you get structured data from unstructured texts?

The first part of the workshop dealt with the theory: From RegEx to Neural Networks Timo tried to explain the topic text analysis and text mining to the interested tech professionals and to clarify which problems can be encountered with product texts in e-commerce. After a short break, it was time to get down to business: The laptop keys were actively typed with many “hands-on” examples and a lively exchange took place on learned techniques and new application examples with many tips and tricks.

Afterwards we had a cool beer and a delicious pizza and I had the chance to ask the workshop participants and Timo a few questions.

Interview with Timo Schulz

I’ve always wanted to get more out of data.

 

Where to find which product data and how to process them in a structured way

Where to find which product data and how to process them in a structured way

Why did you decide to work in artificial intelligence?
Already in 2005, during my computer science studies, I started to work with data. I’ve always wanted to get more out of data and did a lot of research in this area. But then I wanted to get out of research and put my knowledge and technology into practice. That’s how I came to Picalike.

Then why did you go to consulting later?
I wanted to get out of the e-commerce business at some point. It was very exhausting and nerve-wracking to bring the technology close to the companies. Often the companies were convinced by the product, the technology, that it worked, but then it partly failed because of political decisions within the company or there was no far-reaching understanding for it. Of course, it is difficult to remain highly motivated. In consulting, I can now advance AI in all areas and show companies without pressure what is possible and how they can implement AI in their companies.

You often have to do a lot of convincing.

What challenges do you see for e-commerce in terms of AI?
The biggest challenge is actually to correctly recognize and assess the potential of AI. And the acceptance: The company has to recognize for itself what AI can do for itself, i.e. for the company. You often have to do a lot of convincing.

Has there ever been a case where you advised a company not to use AI?
No, not really, because AI is so versatile. But sometimes you have to be careful that AI is not just seen as a trend. According to the motto: “We absolutely have to do something with AI now”. Here it is often sufficient to simply structure the existing data in the company better and to see what we can already get out of this data.

As a consultant you should always stay up to date. How and where do you find out about the industry, about new developments in the field?
As far as possible, I dedicate a whole day to research. I read a lot about the topic, follow blogs, listen to lectures by people I follow and then try to implement my own use case as a prototype. So I can then decide whether this approach makes sense in my eyes, whether the topic should be pursued further or not.

The tech professionals are eagerly listening to KI guru Timo Schulz

The tech professionals are eagerly listening to KI guru Timo Schulz

And which trends are exciting at the moment? Where is the journey going?
I think everything about NLU or NLP (Natural Language Understanding or Natural Language Processing, editor’s note) is very interesting and a lot will happen here.

Speaking of language comprehension: I recently read that it has not yet been possible to teach artificial intelligence humor. Is that right?
Yes, it’s not that easy indeed. When, for example, the customer rating in an online shop says: “The shoe is huge, like a VW van.” Then we understand: “Okay, the shoe is most likely quite big. And it was just a bit more fun to paraphrase it.” But the AI would actually compare the shoe with the size of a VW bus. AI just doesn’t think any further. Another example: Jan goes into his bedroom and gets his ball. Then he goes into the garden and puts the ball on the floor. Where is the ball? For the AI it is not clear that the ball is now in the garden.

I heard from a reliable source that you used to be a Picalike beer ambassador. What is your favorite beer and why?
Clearly Sierra Nevada Torpedo. Ken Grossman is a hero! He revolutionized the art of brewing beer. In the 80s he went to Germany and bought a copper brewery there, which he then took back to California. And from then on the beer became simply unbeatable. They use whole hop cones for the beer, not just hop extract as others do, and produce part of their energy themselves via solar energy. When the big California campfires happened, Sierra Nevada brewed a special beer and donated all the proceeds to the victims of the fire

Interviews with the workshop participants

Interview with Lennart from Shopping24.com

 

Interview with Lennart from Shopping24

Interview with Lennart from Shopping24

What is your position at Shopping24?

I am Search Engine Linguistic Manager.

And what exactly do you do in your job?
I help with the processing of search queries. What do users enter as search terms and I take a look at what, for example, linguistically all around it must be captured in order to output the best possible search results.

Why are you in this workshop?
Since I also deal with product texts in my job, I find it interesting to see how information can be extracted there.

Which topics for further workshops would be interesting for you?
In general, I am interested in product search challenges. For example, insights from other website operators who are also involved in product search would be interesting. What challenges do they have and how do they solve certain problems?

Interview with Sarah from AdSoul

What’s your position at AdSoul?
I am a linguist.

And what exactly do you do in your job?
I break down keywords and try to cluster them. A grammatical processing of keywords so to speak.

Why are you here? What are you interested in the workshop for?
First you have to explain what AdSoul does. AdSoul is active in the field of SEM and takes care of automated search engine marketing. Already at university I was involved in text mining and the preparation of data and texts. The goal of AdSoul is basically to create automated text ads sometime. That’s why data extraction is so interesting for me.

Interview with Marc-Olaf from OGDS

What’s your position on the OGDS?
I am a software developer.

And what exactly do you do in your job?
The OGDS is a Company Builder. We identify new and attractive business ideas and build prototypes for them. We provide the operation, the infrastructure and the architecture for these prototypes and I develop the software for them. So basically we provide a technical solution in the area of e-commerce.

Why are you here? What interests you about the workshop?
I’m interested in extracting from texts and I’m interested in what other people are doing in this area, what new ideas are there in this area.

Did you like the workshop and if so, what exactly?
I was primarily here for the exchange, not so much to educate myself professionally because I already know this topic very well. But I think Timo explained the subject very well and captured the breadth of the topic well. This enabled me to draw out interesting ideas and, in part, new perspectives.

Which topics for further workshops would be interesting for you?
I am always very project-driven. At the moment I am very interested in the topic extraction of data from pictures. Therefore I am also happy if I can exchange myself with Picalike on this topic.

Interview with Erwin from Shopping24.com

 

Interview with Erwin from Shopping24

Interview with Erwin from Shopping24.com

What is your position at Shopping24?
I am a Java developer.

And what exactly do you do in your job?
I prepare product data in e-commerce. I take care of the product search at Shopping24 and the support of the back-end systems.

Why are you here? What interests you about the workshop?
On the one hand, I’m here to expand my own knowledge. On the other hand, at Shopping24 we use product feeds. The aim here could be to extract text from external websites without feeds.

Editor’s note: The interviews were recorded in a protocol format.