Page 62 - PostEurop Business Forum
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PostEurop Business Forum
OTHER EXAMPLE OF DATA USAGE / MODELLING:
PROBABILITY OF MOVING WITHIN NEXT 2 MONTHS
NEED APPROACH
Target Customers with high Analyse Life-Phases, Changes in Life
likelyhood of buying new technical Situation & Address Fluctuation
items (white-goods)
PROGNOSIS
GOAL SUCCESS TARGET:
Predict probability of a person to GAIN OF APPROX 10%
move to another house / flat
DETECTION OF RELEVANT SET
25 % DATA MATCH
START SALES CAMPAIGN ON REGULAR
EXTRAPOLATE PROBABILITY TO
PERSON DATABASE BASIS
DR. MATTHIAS SCHLEMMER | AUSTRIAN POST | DATA AND ADDRESS MANAGEMENT
PEOPLE, PROCESSES AND NON-SILO THINKING AS KEY
SUCCESS FACTORS
KEY SUCCESS FACTORS DATABASE SETUP
• Top Level Management Awareness & Buy-In • External data suppliers • Internal data
• Web Crawling • Own online data
• Organisational setup
• Technically and mathematically skilled and experienced
people, i.e. Data Scientists and Database Professionals
• Market „sense“
• Always care for legal conformity (GDPR!)
• Quality Governance & Processes
• Break silos within the company, especially when it comes
to „owned“ databases
• Field Force Data Collection • Transaction Data
• Customer Care Center & Postmen • Quality Routines
DR. MATTHIAS SCHLEMMER | AUSTRIAN POST | DATA AND ADDRESS MANAGEMENT
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