Sebastian Amtage / Julia Rapp: Think Modular! Achieving Customer Centricity With Flexible Data Architecture
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The document discusses the importance of a modular CRM architecture in achieving customer centricity, highlighting the innovative approaches taken by Laya and b.telligent in leveraging data for enhanced customer experiences. It outlines Laya's smart data platform, which facilitates comprehensive customer data management and operational efficiency across multiple retail touchpoints, ensuring compliance with GDPR. Furthermore, the partnership emphasizes the integration of loyalty programs and consent management systems that cater to a flexible, omnichannel approach for retailers.
Sebastian Amtage / Julia Rapp: Think Modular! Achieving Customer Centricity With Flexible Data Architecture
- 1. Think modular! Achieving customer centricity with flexible data architecture Julia Rapp, LAYA Group and Sebastian Amtage, b.telligent
- 2. Julia Rapp LAYA rewarding experiences. loyal customers Senior Manager CRM & Loyalty at LAYA Solutions, advancing retailers’ digital transformation towards a truly customer-centric organization 12 years of experience in CRM strategy and customer loyalty Expert in launching multi partner loyalty schemes worldwide
- 3. Sebastian Amtage b.telligent smart data. smart decisions. Founder and CEO of b.telligent, a technology-independent consultancy specializing in analytics and data management. 20 years of experience in international data projects. Data visionary for intelligent data driven solutions and forward-looking technology.
- 4. Why modular? An innovative approach to CRM architecture Architecture Deep Dive Consent & Loyalty Introduction LAYA and b.telligent Agenda
- 5. This is LAYA! LAYA is designed to put the customer and his needs and help retailers to accelerate the digital transformation in the center of all core business design decisions unrivalled customer experience and true brand loyalty. of their underlying business model by creating an Founded in March 2020 in Munich Truly customer-centric service company 70+ Tech- & Analytics talents recruited so far Full agile product organization
- 6. Every day, every hour, every minute
- 7. our retail customers are performing actions
- 9. adding up to a powerful pool of first party data 300 physical stores More than CRM Profiles Click & Surf Behavior Shopping Behavior across channels Marketing Reaction Store & Market Data 6 Webshops >20M customers … available for
- 10. Strong data alliance for retailers Intelligent & data-based solutions Exploit data potentials Ownership & Governance Data Asset Allocation Multi-retailer coalition program External Data Access Data Monetization Customer Data Platform Consulting Services Operational Excellence Three business units – each with dedicated purpose
- 11. Fast Flexible Modular-based From experts for experts Our LAYA Smart Data Platform State of the art Best of Breed Multi-client capability Built for the Cloud Scaling on the fly Source-Code owned
- 12. ▪ Pseudonym transaction data Information GAP Typical silos in retail & e-commerce ▪ Card holder master data ▪ Consent ▪ Contact information ▪ Orders / Purchases ▪ Interaction history ▪ Account details ▪ Orders ▪ Invoices ▪ Payment history ▪ Payment Methods ▪ Credit Rating ▪ Account master data ▪ Search history ▪ Shopping basket & order history ▪ Payment methods and History ▪ E-Mail address ▪ Interaction history ▪ Response history ▪ Bounce history ▪ Permissions ▪ Referrer & search terms ▪ Device information ▪ Geolocation ▪ Interaction history, i.e. click stream data PoS Loyalty ERP E-shop Newslette r Digital Marketing LAYA Smart Data Platform
- 13. ▪ Central IAM for identification of customers in all customer touchpoints ▪ Central management of master data and consents ▪ Central management of preferences ▪ Uniform standards for tracking customer interaction on digital offers or apps ▪ Central customer contact history ▪ Central management of payment methods and payment data ▪ Use of registered payment methods across all touchpoints ▪ Central campaign management system with central logic ▪ Coordination of CDP and other channel-specific Personalization services (retargeting, advertising, ...) ▪ Establishment of a central, customer-centric, analytical database for analytics, campaign management and reporting ▪ Consideration of GDPR Central IAM 1 Central Tracking 2 Central Data Platform 3 Central Decisioning 4 One Payment 5 5 pillars of a modern omni-channel MarTech infrastructure
- 14. Customer owned LAYA owned Architecture of the LAYA Smart Data Platform Marketing Automation / CDP IAM & Consent Managment (CMP) Data Lake Customer Data Hub Customer Analytics Channels Central Decisioning Smart Data Platform Customer Analytics E-Shop Golden Record Landing Zone (Interfaces) ERP CMP IAM Payment Bulk E-Mail Mobile Engagement Display Advertising A/B Testing Personalization Recommendation DMP Retargeting Tracking Custom Audience 360° View PoS App E-Shop Off- Portal Social Care Operational systems ... E-Shop ERP PoS Loyalty ... Customer Master Planned
- 15. b.telligent in a nutshell Topics Data Strategy Data Governance Analytics and data platforms Big Data Cloud Data Science AI/ML Visual Analytics Business Intelligence Performance Management Customer Engagement Range of Services Optimize Run Build Design Check Industries & customers in the DACH area Telecommunikation +500 weitere Kunde n Banks Entertainment & Media Trade & E-Commerce Automotive Insurance Suppliers Industry Travel + 50 weitere Partner Partner Munich + Zurich + Dusseldorf + Hamburg + Frankfurt + Berlin 2004 2009 2010 2011 2013 2016 2018 2020 Development (Employees & Locations) 0 150 100 50 49 118 300+ 200 2021 250 + Hanover + Basel 300
- 16. b.telligent in a nutshell Themen Data Strategy Data Governance Analytics and data platforms Big Data Cloud Data Science AI/ML Visual Analytics Business Intelligence Performance Management Customer Engagement Range of Services Optimize Run Build Design Check Industries & customers in the DACH area Telecommunikation +500 weitere Kunden Banks Entertainment & Media Trade & E-Commerce Automotive Insurance Suppliers Industry Travel + 50 weitere Partner Partner Munich + Zurich + Dusseldorf + Hamburg + Frankfurt + Berlin 2004 2009 2010 2011 2013 2016 2018 2020 Development (Employees & Locations) 0 150 100 50 49 118 300+ 200 2021 250 + Hanover + Basel 300
- 17. Design Build Run & Improve in this project The role of b.telligent Cloud architecture design Customer Master Set-up & Development • Cloud infrastructure (as code) • Data platform / Streaming • Analytics platform • Marketing Automation Overall architecture design Technology evaluation • Cloud platform • Data Processing (ELT) • Analytics • Marketing Automation Consent Management
- 18. Multiple Retailer LAYA Challenges for Consent Management Dynamic Omnichannel Management Independent Microservice Consent Groups Multi-Tenant capabilities Individual Audience Level Full GDPR documentation require flexibility …solved with b.telligent Consent Cloud
- 19. Separation of duties – Consent Management Full documentation of consent assignment Flexible configuration of consents & metadata Revision security for consents Single Source of truth for customer consent status Central trigger of E-Mail DOI Documentation Dynamic content management for all channels System of records Dynamic Omnichannel Management …simplify your roadmap!
- 20. Export Provision Consent Management ▪ Website / App ▪ POS-/ Cashiersystem ▪ Paper / Registration form ▪ POS Terminal ▪ Call Center ▪ DMP ▪ DWH ▪ Reporting ▪ Campaign Management System ▪ Web Analytics Registration How Consent Management is integrated into the smart data platform
- 21. Loyalty made by LAYA • Loyalty booking for baskets / SKUs / exclusions • Rounding rules & Goodwill processes • Handling of returns and charge backs • Status level (Basis / Platin) • Cross-Retailer partnership Loyalty features Active clients ~27M Transactions rated within the loyalty module per year > 10 M Loyalty members • Flexible configuration possibilities − Incentive types − Stores & Channels − Categories, SKUs •Personalization capabilities − Targeted send out of coupons − Personalized coupon center Couponing features
- 22. Loyalty Architecture External Clients /Applications A Number Generator Loyalty Core Loyalty Identity & Access Mgmt Azure Service Fabric LAYA: Customer Master Analytical Platform REST APIs Azure Service Bus API Service Gateway Azure Service Bus
- 23. Loyalty Features Account Management Status Levels Bonification & Rating Flexible Account – Member – Identifier Structure Broad portfolio of standard, bonus and coupon options to provide customer with a variety of rewards Retailer centric redemption options Retailer tailored Status Level Logic Rolling vs. yearly upgrade 1 Level 2 Levels 4 Levels Retailer 1 Retailer 2 Retailer 3
- 24. Smart Data Platform Thank you! layagroup.de