gateB AG

gateB at the SAS Forum 2018

June 4, 2018

The competitive advantage lies in analytics

A sold out SAS Forum! The data science & analytics community is growing, and the demand for digitization strategies grows along with it. That's not surprising, since market researcher IDC forecasts that every person will carry out 4,800 digital interactions a day by 2025.

Companies that can quickly gather, analyze and profitably market relevant data will have a decisive competitive advantage. This is the key takeaway from the SAS Forum 2018. As machine learning works its way into our professional lives, the need to understand and best use data will intensify. 

The fact that effective use of the right data impacts all areas of the economy was underscored by the variety of speakers who presented their best practice cases: from Coop and Helsana to Deutsche Kreditbank, Lufthansa and GlaxoSmithKline.

In his presentation, Coop's Ingo Hary showed how classic campaign and discount measures are increasingly losing their impact in the retail trade. Demographic bombardments with flyers or emails in the hope of "hitting" someone are no longer effective. Coop counters increased competitive pressure by using analytical customer relationship management to focus more closely on customers. Today, Coop customers receive individual newsletters that are created and sent as automatically as possible. 

Marcel Kling gave insights into Lufthansa's SMILE program, which deals with strategic questions on personalization and digitization and focuses on practical applications. Andreas Ribbrock then further delved into how Lufthansa has established a data analytics architecture with the aim of establishing new ideas and products more quickly on the market. "Customers deserve relevance," they explained, adding that "companies deserve data-based decisions." With those two statements, they succinctly summarize two of the primary goals of today's marketing departments. 

gateB also presented a best practice case together with the Zurich Cantonal Bank. gateB's Bernd Fellinghauer joined Raphaela Ziegler, Head of Info-Center at ZKB, to demonstrate how gateB digitized non-digital content using state-of-the-art text mining methods. The result is an archive with around two million pages, some of which include manuscripts from the 19th century. 

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Learn more about our successful collaboration with the Zurich Cantonal Bank, resulting in a sophisticated full-text search for its large archive.

gateB again served as an on-site SAS partner. We had a stand where the visitors could try their hand at target shooting. In our stand, numerous exciting discussions arose about marketing growth possibilities thanks to modern data analysis. Much of the dialogue focused on procedures for data-driven projects. Where do you start? How do you deal with fast-moving requirements, constantly new and unknown factors and increasing complexity? There is no one-size-fits-all solution. But our on-site gateB experts demonstrated how an iterative approach with a lot of testing, learning and optimization can help.

All in all, the SAS Forum 2018 was an exciting day in the midst of digital transformation!


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