Retrospection 2013
Why credit card companies can predict divorce and why diapers push beer sales.

The retail summit on the topic of Big Data attracted „Big Interest“.

Almost every company has a data warehouse and thus reserves of interesting and useful customer data. But only a very few companies are able to put this data to use for profile and in their day-to-day business. This includes primarily the right approaches as well as the right tools for implementation. Answers and inspiration to the question of how to handle Big Data were given at the Retail Summit 2013 in Hamburg.

Not far from the landing bridge at the heart of the St. Pauli district is the Empire Riverside, the venue of the Retail Summit 2013. The foyer began to fi ll with experts from trade, IT and marketing in the early morning hours. comosoft, the Evers-Frank print and media group as well as strategy consultants from Roland Berger organized the event with its focus on “Big Data”. Over 160 participants from Europe and North America attended and fi lled the hotel’s ballroom virtually to the last seat. While participants enjoyed a morning cup of coffee, keynote speaker Harper Reed arrived, having flown in extra from Chicago. As CTO, he developed the most ingenious digital election strategy and made a major contribution to the success of Barak Obama’s reelection.

At 10:00 a.m. the hour had finally come: the ballroom waited with anticipation and the event commenced. Kay Julius Evers, Managing Director of the Evers Frank Group and Prof. Dr. Björn Bloching, Senior Parter at Roland Berger Strategy Consultants, opened the event by sharing exciting experiences on the topic of Big Data. What does Big Data mean today and how can it be put to practical use? That the subject of data use can be very diverse is best exemplified by case scenarios of a large supermarket chain as well as a credit card company.

For example, receipt data indicates that men in particular like to reward themselves with a six-pack of beer when they make a run to the store for their wives to pick up diapers and that sales can be pushed by placing beer on the shelves near the diapers. On the other hand, would you have known that credit card companies can predict divorce? This actually appears to be the case in the USA: divorces are considered one of the largest credit risk factors and are thus of particular Harper Reed, CTO of the Barack Obama re-election campaign 2012, while his Keynote about Big Data on the Retail Summit 2013. „The subject of data use can be very diverse “SAVE THE DATE RETAIL SUMMIT 2014

November 12th with interest to credit card companies which analyze these risks based on the customer data they collect. These surprising facts were followed by a coffee break which gave way to varied discussions before the event continued with lectures. While Wolfgang Schwab, senior business advisor at SAS Institute GmbH spoke on the subject of “Big Data Analytics in Action” in the conference room, Patrick Müller-Sarmiento, Managing Director of real, introduced the topic of Customer Centric Retailing in the ballroom. He reported in depth on his experiences with customer data from payback systems and receipt evaluations.

With the option of instigating customer-specific marketing, the company has already improved sales noticeably and can thus provide inspiration for better handling of customer requests and analysis. This was a lot of information to process, and the lunch break provided an opportunity to network and relax. Those seeking more information were able to use the break to visit the Innovation Lab. The comosoft Innovation Lab is a platform used to introduce the multi-channel PIM systems LAGO4 and portlight®, practical solutions for marketing and the use of customer data.

After lunch, guests had the opportunity to attend one of two lectures. Jochem Wesling of NuBON GmbH & Co. KG reported on how digital customer cards can be used to analyze and utilize transaction data while David Nelson of Rocket Fuel Inc. spoke about brand optimization using Big Data.

Both lectures provided practical but very different approaches on how to get a handle on large volumes of data. The final lecture before the keynote presentation by Harper Reed was held by Frederik Pohl, Business Intelligence Strategy & Development division manager. Technical and organizational solutions for the challenges posed by the capitalization of Big Data were the focus. The business case presented explained how one of the largest mail order houses in Europe has met the challenge of “Big Data”. And then, the stage was free for self-professed hacker Harper Reed. It soon became clear why the 35 year-old was precisely the right man for the job during Obama’s re-election 2012.

Mr. Reed talked about the various career paths he has taken, the inven-tion of crowd sourcing and about strategies and techniques from his time as CTO during the re-election of President Obama. His unconventional and entertaining presentation about an exceptional election victory was the highlight of the day and afforded entirely new perspectives about Big Data.

Why credit card companies can predict divorce and why diapers push beer sales.
The retail summit on the topic of Big Data attracted „Big Interest“.

Almost every company has a data warehouse and thus reserves of interesting and useful customer data. But only a very few companies are able to put this data to use for profile and in their day-to-day business. This includes primarily the right approaches as well as the right tools for implementation. Answers and inspiration to the question of how to handle Big Data were given at the Retail Summit 2013 in Hamburg.

Not far from the landing bridge at the heart of the St. Pauli district is the Empire Riverside, the venue of the Retail Summit 2013. The foyer began to fi ll with experts from trade, IT and marketing in the early morning hours. comosoft, the Evers-Frank print and media group as well as strategy consultants from Roland Berger organized the event with its focus on “Big Data”. Over 160 participants from Europe and North America attended and fi lled the hotel’s ballroom virtually to the last seat. While participants enjoyed a morning cup of coffee, keynote speaker Harper Reed arrived, having flown in extra from Chicago. As CTO, he developed the most ingenious digital election strategy and made a major contribution to the success of Barak Obama’s reelection.

At 10:00 a.m. the hour had finally come: the ballroom waited with anticipation and the event commenced. Kay Julius Evers, Managing Director of the Evers Frank Group and Prof. Dr. Björn Bloching, Senior Parter at Roland Berger Strategy Consultants, opened the event by sharing exciting experiences on the topic of Big Data. What does Big Data mean today and how can it be put to practical use? That the subject of data use can be very diverse is best exemplified by case scenarios of a large supermarket chain as well as a credit card company.

For example, receipt data indicates that men in particular like to reward themselves with a six-pack of beer when they make a run to the store for their wives to pick up diapers and that sales can be pushed by placing beer on the shelves near the diapers. On the other hand, would you have known that credit card companies can predict divorce? This actually appears to be the case in the USA: divorces are considered one of the largest credit risk factors and are thus of particular Harper Reed, CTO of the Barack Obama re-election campaign 2012, while his Keynote about Big Data on the Retail Summit 2013. „The subject of data use can be very diverse “SAVE THE DATE RETAIL SUMMIT 2014

November 12th with interest to credit card companies which analyze these risks based on the customer data they collect. These surprising facts were followed by a coffee break which gave way to varied discussions before the event continued with lectures. While Wolfgang Schwab, senior business advisor at SAS Institute GmbH spoke on the subject of “Big Data Analytics in Action” in the conference room, Patrick Müller-Sarmiento, Managing Director of real, introduced the topic of Customer Centric Retailing in the ballroom. He reported in depth on his experiences with customer data from payback systems and receipt evaluations.

With the option of instigating customer-specific marketing, the company has already improved sales noticeably and can thus provide inspiration for better handling of customer requests and analysis. This was a lot of information to process, and the lunch break provided an opportunity to network and relax. Those seeking more information were able to use the break to visit the Innovation Lab. The comosoft Innovation Lab is a platform used to introduce the multi-channel PIM systems LAGO4 and portlight®, practical solutions for marketing and the use of customer data.

After lunch, guests had the opportunity to attend one of two lectures. Jochem Wesling of NuBON GmbH & Co. KG reported on how digital customer cards can be used to analyze and utilize transaction data while David Nelson of Rocket Fuel Inc. spoke about brand optimization using Big Data.

Both lectures provided practical but very different approaches on how to get a handle on large volumes of data. The final lecture before the keynote presentation by Harper Reed was held by Frederik Pohl, Business Intelligence Strategy & Development division manager. Technical and organizational solutions for the challenges posed by the capitalization of Big Data were the focus. The business case presented explained how one of the largest mail order houses in Europe has met the challenge of “Big Data”. And then, the stage was free for self-professed hacker Harper Reed. It soon became clear why the 35 year-old was precisely the right man for the job during Obama’s re-election 2012.

Mr. Reed talked about the various career paths he has taken, the inven-tion of crowd sourcing and about strategies and techniques from his time as CTO during the re-election of President Obama. His unconventional and entertaining presentation about an exceptional election victory was the highlight of the day and afforded entirely new perspectives about Big Data.