The significance of data
Big data offers a big potential for OTTO in the following areas:
- Online platforms such as otto.de
- Real time advertising
- Personalized newsletters
- Push messages in the app
The company tries to manage and optimize their full range of channels and also hopes to include their offline channels in the future. In addition, data analyses can be used to support strategy as they help to identify bigger trends.
Collection and analysis of data
OTTO collects a lot of detailed success indicators from different sources inhouse in order to evaluate the success of its marketing activities. Indicators include:
- Sales and results
- Click rates
- Conversion rates
Increases in the number of new customers etc.
The concrete indicators used for evaluation depends on the specific application.
» In addition, we evaluate our own business intelligence process for the attribution model once a week. In order to do this, we select a quality factor which we then use to rate the accuracy of our projection model. If it is too low, we readjust or add some new indicators. This allows us to react dynamically to developments in the company’s environment and to continually improve the accuracy of our big data applications. «
Kerstin Pape, Head of Online Marketing