ITVT Use Case
Out of the data silos
Why a German clothing manufacturer decided to build an analytics platform
Silos are an obstacle to communication – regardless of whether they are topic silos or the handling of data. People are quick to talk about the famous ivory tower, where information seems to be out of reach.
In order to break down these silos, a renowned German clothing manufacturer with a long tradition and a wide range of high-quality clothing products decided to undergo a digital transformation together with the IT experts of the ITVT Group.
Better decisions through targeted analyses
The start of the project was the challenge of centralizing existing customer data. These had been stored for years in separate, different data silos that only a few departments such as marketing or sales had access to – this was now to be changed.
The existing IT infrastructure also included traditional on-premise systems (ERP, POS system), a webshop and various e-mail and performance marketing systems without a central interface. A holistic analysis of customer data to improve the company’s service and offer could not be given in this way.
ITVT provided detailed advice here and was able to demonstrate the advantages of a central ERP and CRM system. Thanks to central interfaces and integration into the cloud, the added value was quickly grasped. The project team deliberately decided on the possibilities of modular systems and the integration of analysis platforms for better evaluation of future data.
On-Premise vs. Cloud – Profitable Platform Building for Better Performance
After the successful targeted platform development and implementation of an analytics platform based on Azure Data Lake, Power BI and Dynamics 365 Customer Insights, employees benefited directly from better data quality and central availability.
The next steps envisaged merging the data from the various on-premise systems into the cloud. To ensure that the company can gain a holistic view of its customer data in the future, the marketing and sales processes have also been improved through the following measures.
- Data consolidation: Build a central customer data platform to integrate and analyze customer data from all available channels.
- Reporting: Develop a variety of Power BI reports for a deep understanding of buying behavior across all channels
- AI models: Development of AI-based predictive models to support collection planning.
- Customer segmentation: Enabling detailed customer segmentation according to arbitrary characteristics, resulting in a targeted and personalized customer approach.
- Optimized customer approach: Improve customer communication and approach through comprehensive insights and analytics.
- Marketing efficiency: Optimization of marketing budgets through overarching efficiency measurement in performance marketing, maximizing resource utilization.
- Kundenloyalität: Nachhaltige Verbesserung der Kundenloyalität durch eine optimierte und personalisierte Kundenbetreuung.
- CRM-Vorbereitung: Vorbereitung der Einführung der CRM Lösung Dynamics 365 Customer Service/Marketing, um die zukünftige Kundeninteraktion weiter zu verbessern und zu automatisieren.
Together with ITVT, the company was able to benefit in several ways and adapt its processes and systems profitably. When will you take the next step into digitalization?
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