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2| Success factor: brand & marketing
From profiling to personalised offerings to
monetisation
BACKGROUND
PROFILING
It is advisable to continuously
enhance the quality and expand
the scope of your own data
sources. Data is a crucial
competitive advantage. That is
because the offered content must
be packaged into personalised
offerings on the basis of an
analysis of preferences.
CUSTOMER
DATA
Data sources
• Purchase
• Own data
• Partners
BIG DATA
ARCHITECTURE
Personalised
OFFERING
Data sources
• Meta data
• Own data
CONTENT
DATA
Personalisation can and should be
carried out at various levels. Users
should be addressed in content
marketing to reflect their
preferences, if applicable also with
an individual (trial) offering. As part
of the content offering, users
should be recommended and
shown preferred content.
ADVERTISING
For generating
leads
E.g. Netflix @
Virgin
RECOMMEN-
DATIONS
E.g. Amazon
Video
PERSONALISED
NAVIGATION
E.g. Maxdome
app
SEARCH ENGINE
OPTIMISATION
Selection of
results based on
the user profile
TRIAL/
TEST ACCESS
E.g. Financial
Times
Further personalisation options
round out the content discovery
experience for the user.
(Customised) subscription
MONETISATION
Advertising revenue
Pay-per-view/use
Source: goetzpartners consumer survey 2015