“We think in terms of households,” explains Steven Burkhardt, Head of Digital Analytics at Telefónica Germany, who is responsible for the technology behind the ambitious marketing project.
Whether O2 is offering customers a new contract, TV subscription or new device, it wants to provide customers with individual deals and personalised, tailored content at all times. “To do that, we need to be able to bring different sources of information together into one place,” notes Burkhardt. “For example, it is important for us to break down who is in the household. We need to see which products they already have and we need to see who in the household might already be an O2 customer or a customer of one of the other Telefónica Germany brands. If we can understand that, then my team can support customers in the best possible way, offering them the content and services most relevant to their situation.”
As such, Telefónica opted for Adobe Real-Time Customer Data Platform (Adobe Real-Time CDP), an application service provided by Adobe Experience Platform to develop optimum real-time customer experiences across all channels.