[music] [Helmut Auer] Hello and welcome to our session today. So my name is Helmut Auer. I'm Chief Product Owner at Allianz or more precise, Allianz Technology. Allianz Technology is the IT and solution provider for the whole Allianz Group around the globe.

In my role, I am responsible for a huge MarTech ecosystem. In the Allianz, we called it oneMarketing.

Together with my group of cross-located experts, we run this digital backbone around the globe and provide a full-scale and end-to-end solution for the whole Allianz. Together with me, I have Cristina Garcia from our partner Cognizant Netcentric. [Cristina Garcia de Juan] Thank you, Helmut. Thank you for letting me join you today on stage. And good morning everybody.

I am leading the Banking, Financial Services and Insurance vertical within Cognizant Netcentric and I have a special focus on Allianz as account director. Our collaboration started back then in 2017. We were then selected as the partner to guide Allianz as a group on the identification of the right and proper marketing technology platform. We then came up to Adobe and started to implement that backbone Helmut referred before, oneMarketing is called. We started on that time with Adobe Experience Management. That means with a content management system, creating the templates, the component, the content structures as fragments and the catalog which is still nowadays the blueprint for all the different countries. This solution has been evolving including also Analytics, personalization with Target, Audience and also Campaign. And we have an adoption rate above 90%.

Last year we started with the Adobe Experience Platform program which is the program we are presenting today in this amazing way.

So maybe the one or the other of you know the Allianz. And I bet with you that you are much more in contact with the Allianz as you are expect. So yeah, we are not so far here from Hollywood and Allianz is the insurer behind a lot of really great movies. And for example here I can mention all the 24 James Bond movies.

Another, let's say a little bit more known fact are our relationship with the Paralympic and Olympic Movements. So we have a long-running relationship here from 2021 to 2028.

The Allianz itself has a history from around 130 years and was involved in a lot of historical topics. So yeah, you see here the Titanic and even such a situation like the Titanic bring the Allianz not to struggle. So we are still here.

a topic which is also maybe not so well known, but you are also in contact, so a lot of you maybe have done via a vacation, via business trip, you have be on site here on some of the tallest buildings. So behind the Petronas Towers, behind the Taipei 101 or also the tallest building, the actual Burj Khalifa, this is insured from the Allianz. The Allianz itself also invests in a lot of sustainable solutions. So we do not only do a greenwashing, so we really try to do something for these topics means here we are in a collaborationship. So for someone who is interested in motorsports, Allianz is providing here the insurance for Formula 1 E racing. And also a topic which is also not so known is Allianz investing in offshore wind park. So the last one we have announced some weeks ago is where Allianz invests in a wind park which is located in front of Germany, in the North Sea. And this huge wind parks provide the power for more than 1 million customers and families and households in Germany.

So maybe a little bit more besides now these topics go a little bit more in the structure, in the business and in the size from the Allianz. The Allianz has a huge footprint on the globe. So I do not want to name here every of the numbers, but the Allianz is located in around 70 countries. We have more than 150,000 employees and we provide services, support, solutions. We ensure more than 125 million customers. So the Allianz, I name it to a height, sometimes I name it the United Nations of Allianz, because Allianz consists of a lot of, and you will hear it also in the upcoming minutes, we call it Organizational Entities. Organizational Entities are our companies around the globe. What's behind this? So Allianz consists, as I mentioned, of a lot of such companies around the globe. So for example, in Germany, Allianz Germany, Allianz France, Allianz Italy. In the US, where the situation is that we have also over time bought a lot of companies. So maybe you can remember Fireman's Fund. Fireman's Fund is now also under the hood and under the umbrella from the Allianz. This all leads to a huge ecosystem and also to a lot of complexity in our Allianz Group, under the brand of Allianz, because in every country you have a lot of different regulations, a lot of local requirements, and also we have a ton of different solutions in place. So maybe you understand that the health insurance in US is quite different to a health insurance maybe in India or to a health insurance in Germany. And so, we have here really a great challenge to bring all these different requirements from a data privacy, from a security perspective, from an organizational perspective, together. Also the thing behind, as I have mentioned, Allianz has founded a lot of these different companies around the globe, but also bought over time. For example, as I have mentioned, Fireman's Fund, or also in Europe, AGF, which is now named as Allianz France. So all this leads to a high complexity we have to overcome and we have to steer, and all this is combined under the brand of Allianz. And yeah, this leads also to a lot of traffic, to a lot of contacts with our customer. So you see here, we have more than 200 portals and this is only the count of the biggest ones. So when we incorporate also small portals, customer service portals, landing pages, we have more than thousands. The most impressive thing is really the interaction with our customers. So you see here, 1.2 billion user interactions around the year, which is massive.

Behind this there is also the need really to streamline the processes, to interact with the data, to interact with the customer, to bring all these things together. And for this, we have established five different Adobe Clouds. So we have some in Europe, we have someone in Asia-Pacific, we have it in Australia, and another one is planned for the US. Why we do this? The thing behind this, as I have mentioned, we have very, very strict local regulations in the insurance market. So we talk about PRI data, personal information, we talk about data which are, from a data privacy and security perspective, highly relevant. We are not allowed to share data between the different countries. So from Europe to the US, also outside from Australia or from Asia-Pacific. All this leads to a huge complexity in the system. But yeah, I think we are on a very good track here with our power implementation. We have more or less the whole Adobe Tool Stack in the solutions available, up from the CRM system or the Experience Manager, up to the CDP solution we actually have implemented over the last year.

So all this complexity, as you can understand, brings a lot of challenges to us.

The first thing is a hybrid business model, also based on the local regulations and all the preferences we have from the customer side. We have for example in Germany, a very tough tight agent market. In UK, you have a broker market, and also based on the complexity of the one or the other insurance product, the situation happens that the customer likes to get all the information online, get informed, see what's behind the product. But at the end, he likes to have then really a human contact to sign the contract to get more information and to be satisfied.

Another one is custom centricity, which is a topic which is now not a luxury. It's a necessity that we have a deep focus on our customers.

Every one of you, I think is aware of the cookieless future. So we have the situation that now, at the end of the year, at least this is the last announcement from Google, that Google will now kick out all the third-party Pixels and providers. And so we have to search for another solution.

Enforced regulation. So in Europe we have GDPR, we have ToRa, we have Fade. In the US, we have CCPA. So a lot of local regulations force us to interact much more serious with our data.

Heterogeneous data sources. So I have named it in the last slide, the Allianz consists of a bunch of different companies named as organizational entities. And I have told you the Allianz has on the one hand side bought a lot of different companies like Fireman's Fund or AGF, and this brings a lot of history because also this companies had a lot of long-running legacy systems in place you cannot immediately replace. This is really a challenge for us to bring all these different data sources together, really to break the silos. And the last one, what we see as a huge challenge is also the cross-selling and upselling potential. So we have a lot of customers that do not have a full-blown set of insurance products, only have maybe one or two. And also this is a challenge really to provide here a lot of things to the customer. But yeah, here we talked about the challenges, but every challenge has also a lot of opportunity with it. So I have mentioned the oneMarketing system. oneMarketing is our next-level digital marketing platform, really the backbone behind all the digital initiatives we run from the Allianz globally. We see also the fact, as I've also mentioned in the beginning, sustainability. So with reducing the complexity of all the systems, with streamlining the processes, this brings here a much better carbon footprint. We can decommission old legacy systems, streamline the whole stuff and bring it together. This is also one of our key KPIs in the Allianz where we want to simplify all the processes. Simplifying processes saves a lot of money, give much more quicker time to market. So all the things behind pays in here for the company. Data-driven and digital first. So the collection of the data gives us a huge opportunity to really do or analyze the data, get the right decisions out of the data, patterns out of the data. And at the end, also, we enhance the digital maturity. So with such a system, what we are actually implementing, with the possibility to provide such solutions to our marketing department, we enhance the maturity of the local departments so they can much more elaborate this modern technology. This is on the one-hand side for the company, but much more important are our customers. So customer excellence by customer centrist approaches. This is the one behind where we say, okay, we want to provide the best experience for a customer in the rare touch points we have with a customer and we name it here as Next Best Offer, Next Best Action. So the one behind, for example, you think about you have a thunderstorm, and via such a thunderstorm, you have some damages. And now out of such a system, we can provide here the next best action. We can send out push notifications, emails, whatever to a customer, tell him we know you are insured, so you are on the safe side. Hopefully, you are not had the damage out of the thunderstorm. But in case you are, you have a damage, then here are all the information you need to get all the things, what you have insured back and have really a great experience. But the one behind this is than the 360-degree approach we have for a customer because as better we know what the customer needs, as better we can provide him than really a solution and in best case we can do it upfront. The customer really knows that he need it.

This is done via different channels. So I see here a lot of people have the mobile phones in their hand.

With the amount of all the customer we have, so it's also here a lot of opportunities where we can provide over different channels, over different devices, such information to the customer. And at the end, this leads then to customer satisfaction. So one of the key elements and this is also one of the KPIs we have in the Allianz in general are customer satisfaction. Whenever we have some contacts with the customer, we ask him via NPS, the Net Promoter Score, how satisfied he is with the customer. And then, we try to react on the feedback of the customer and involves this also in our processes. So we enhance step by step, the satisfaction of the customer.

So we have seen how diverse the Allianz Organization is. Many different legal entities across the globe, all below the umbrella of one holding one brand and variations of that brand depending on the legal entities or collaborations like with the Olympic Games. And this brings also an heterogeneous structure in sense of data and technical landscape. The vision is to unify the processes, streamline this over the time, unified all these together and reduce complexity. Operational wise, it needs to increase the effectivity and reduce the time to market. We have the opportunity here with the AEP, the technology, to increase the speed of this digital transformation towards improvements. And in the area of AEP, we see three major elements to work on from the beginning to start in this standardization process.

On one side, creating global concepts. The global concepts will guide the different countries and operating entities, and knowing they have variants means from the very beginning bringing the necessary capacity and skill sets to just explain the tool, enable the countries on their own. The global concepts bring the necessary standards towards the simplicity of the enable one in the platform and we will create use case templates. The use case templates bring the business perspective into the applicability of the tool. Let's say we talk about budget attribution for advertising, or we talk about combining online and offline data we have from the customer in order to create a 360-degree view of them, personalize them based on that, and even trigger campaigns based on the segments we identify. The use cases are being gathered from the different countries and then prioritize selecting those that can demonstrate the added value.

And at the end, we need all these use case templates applied on the different instances of the AEP. Therefore, the use case-ready sandboxes and the setups and auto-deployments, these are accelerators created over the time to speed the process of enabling during that rollout. As we talked before, there are variances between the countries in the data structures. So we usually will try always to apply the standards from the technical platform, and in that case would be connecting using the connectors for that purpose. But the platform itself is flexible enough, so you can also extract the data, get it elaborated accordingly and then load it into the AEP. Once you do that, you will also enable the countries in setting up the KPIs, you will measure and evolve over time towards the calculation of the digital maturity, which at the end, it's about increasing this over the time. The benefits, simplifying the overall process, reducing the time to market and getting the global standards increased over time in a way that you can align all the countries towards the same objectives, in detail, will be explained by Hannibal. Yeah, so here let's go a little bit more into details. What's behind these three areas. So, global concepts, so what we understand about the global concepts you have seen at the very first beginning of the presentation set, we have a very, very heterogeneous system, a lot of legacy systems, a lot of silos, a lot of data sources. And yeah, we have to bring all the data together. And from this perspective, we have on the one hand side, established really a very granular but also streamlined rights and role concept for our customers, for the marketeers using our system, we have a very streamlined data model. So you can think about that hundred percent is never possible. But what we are doing is we try to achieve an 80% to 20% approach where we say, okay, 80% of our data model is usable around the globe, 20% can be used for local adaptions. Behind all this are then well-defined guardrails. You can think about that with all the different mentalities, all the different products, all the different solutions, we have to search for guardrails, which helps us to standardize all these integration patterns, which leads at the end, again to simplicity. We have defined a questionnaire where we get in contact in a very early stage of a project when we roll such as a solution out to one of the countries where we give a lot of hints, a lot of information to the customers and say, okay, have you thought about data privacy? Have you thought about security aligned with your local regulations? So this is really a checklist to help and support, to make the project at the end very, very streamlined and very sufficient and very valuable.

All the things we have defined here are based on the requirements of our globalized solutions, of our globalized products. So all the things behind are now combined and integrated in the use case templates. We name it templates, not always use cases because with such a template you can create a lot of different use cases. Means when we talk about here, the first use case, data sharing over server to server, really in the digital marketing well-known area of advertising, where we provide a solution where at the end in the best case only have to put in the account of Facebook, of Google, of Instagram and the rest is predefined in the sandbox. Another one is, Cristina mentioned it, we do segment sharing. So also here over the different omnichannels, we have segment sharing with different other systems. This is also something what we have defined in a template. We have also predefined data sources. So we want to get rid of a lot of very specific, custom-specific implementations. Also here we define a lot of data sources, data landing zones, where we also a little bit enforce our different countries to provide the data in a standardized format. And all this helps us with global standards. So we have done, let's say, a lot of mistakes also in the past where we have a lot of custom-specific implementation and this is what we now try to avoid with this well-chosen guardrails. Data integration roadmaps also, this is one of the topics we have here incorporated in the system that we have a look on what are low hanging fruits, which data sources are very relevant, what brings the most value to integrate in the templates.

Out of these templates, and this is with respect to time to market, we have here really use case-ready sandboxes, so we avoid long-running projects and a lot of effort for implementation.

It's a little bit like a car. It stands in front of your house and you can immediately drive with the car and you can immediately create value. All this helps really to have a much faster time to market. So we have done this with accelerators, with scripting, where we provide the sandboxes in a high standard, and also the maintenance of the sandboxes. You have seen, we have five clouds around the globe. This ends up in, yeah, we expect around 50, 60 sandboxes, and all these sandboxes have to be maintained over time. When we extend the data model, when we change rights and roles, profiles, all these things, we are actually in preparation. We have here really great solutions in place where we distribute and scale the solutions over all the clouds.

So beyond technology, there is more, right? It's also about people. And it's the interaction between technology and people, where true magic happens. And over time, we have learned a lot also from the experience since 2017 with the Adobe Experience Cloud and also applicable to this platform program we would like to share today.

We see four major areas to work in such kind of programs. The Customer Experience Strategy is crucial. The brand is on the very forefront. You build the customer journeys that ensure you have an interaction across the different channels with your customer. Through this interaction, you collect the data and the feedback necessary to personalize content and make it relevant over the time. We are in a digital transformation journey, and as such, the digital maturity measurement is crucial in order to let the organization embrace the change as a catalyst of growth, and of course, people organization itself. We talked before about the different programs we are running for a while in an agile setup and in a co-creation process with different operating entities for specific solutions, now for the Adobe Experience Platform already also with also global sub-brands working across the globe.

And of course, there are other elements within that, because the technology is enabling us to speed up that process, acting as the engine and the data acting as the oil. But as we see in the analogy at the end is about getting the people in the right time with the right skill set, working all together towards the same objectives. Like in a pit stop, we see in this analogy, this coordinating of the activities between local entities, global strategies is crucial in order to be successful.

As you see here, data, we have talked about a lot of data. The data behind are more or less the blood like in a human which brings all the life to the system. It helps us here to define the right decisions. So, collecting the data, learn out of the data, give it back to our concepts, understand what the customer wants, but the data and the collection of the data has changed also with the CDP, we want to have much more data, and not only dataset, we blow up the data. We talk about a much higher quality of the data. So we have to make sure that the information we get out of the customers from the customer are trusted. We have to think about what I've mentioned in the beginning about data privacy and security of all the regulation. So this means we have to think about content management system that we really follow all the local rules in our systems. We have to think about much more authentication. So this can be done via Customer Service portal where we provide also excellence to our customer. We provide a lot of services, we make the interaction with us much more streamlined, much more easier and also from different touch points at any time when you really need it. We have to think about maybe some gamification that the customer is much more willing to share information with us. So all the things are pace in the data. And at the end, yes, we are not at the end of the journey with our technology. We have heard during the Summit a lot about artificial intelligence, also here we are investing now in this technology, cutting-edge technology, we do a lot. And at the end, all this is a continuous learning process, helps us to enhance our technology, to enhance the user experience, bring the best to our customer, and at the end, make him satisfied. And also this helps then the Allianz to grow and be one of the biggest companies in the insurance industry around the globe.

Thanks for listening.