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Be Certain Interview: From Data to Decision | Fuel4Marketing & Hyundai


In our digital world, everything is interconnected. However, that interconnectivity does not come natively. People, process, and technology are needed to connect disparate points of data, knowledge, or interaction together into one cohesive picture. Without those in place, marketers miss out on the possibility of transforming their data into insights and business-driving action.

For our latest ‘Be Certain’ series, we’ll be interviewing Datorama admins and their front end business partners to understand how Datorama is helping back end users in their day-to-day role, and impacting business outcomes from the front end user.

Companies: Fuel4Marketing & Hyundai
Name/Title: Florian Fuchs, Senior Consultant, Fuel4Marketing
Name/Title: Johannes Fuerst, Team Leader Customer Experience, Hyundai Motor Deutschland GmbH

In today’s Be Certain Interview, we talked to two marketing experts (the people behind it all) – Florian Fuchs, Senior Consultant at Fuel4Marketing and Johannes Fuerst, Team Leader Customer Experience at Hyundai – about the processes they put in place to connect their disparate data and teams with their preferred technology– Datorama. Read on to find out how data interconnectedness accelerated Hyundai’s marketing results from 0 to 60 in record time.

First, thank you for joining us for this interview! Let’s start with some intros. Can you tell us your name, title, and your favorite data point?

FF – Hey, first of all I want to say, that it is an honour for me to be here and to be a part of the Salesforce community! I am Florian Fuchs and I am a Senior Consultant at F4M – a consulting company with a strong focus on automotive. I am responsible for CX- and CRM-Management as well as Business Intelligence.

JF – Hi, also for me it is a pleasure to answer some of your questions today. My name is Johannes Fuerst and I am a CRM / Business Development Specialist in the CX Team at Hyundai Motor Germany. Among other topics, I have a strong focus on data and BI.

FF– My data point got me thinking and has something to do with our use of plastic bags: Production: 10 seconds. Use: 12 minutes. Degradation: 500 years.

JF– Don’t ask me whether it is true or not – but I heard that less than 0.5% of all data we create is ever analysed and used in any form. This figure shows us the potential which is still out there to exploit.

How do you two work together?

FF– Hyundai Motor Germany commissioned the consulting company Fuel 4 Marketing to work on CRM/CX management and support BI projects. Even though we work from different locations we try to align almost on a daily basis via phone and video calls. In our experience the more we discuss projects, the more insights we jointly generate and thus, the more progress we make with our analyses. Luckily we have the right tools to work with in these difficult times.

Let’s talk about the power of transformation. Prior to Datorama, how were you connecting and utilizing your marketing data?

FF– Before Datorama, data was compiled with the usual tools such as Excel and prepared in PowerPoint. This led to silos, as everyone worked on and reported their own topic. This meant recurring data preparation tasks were necessary week after week. For each new analysis, we had to reach out to the data providers to get data. This made the process slow, unstable, and costly.

Digital marketing presents a unique set of challenges. What tools in Datorama have helped you integrate all of your disparate data sources?

FF– A major challenge in finding a solution for our customer Hyundai was the connection of marketing channels and the associated data sources. It was important that this could be done quickly, agilely, and, above all, without involving IT resources. Datorama’s TotalConnect, APIs, and LiteConnect provided out-of-the-box solutions that helped solve these needs.

Data integration doesn’t seem very cool, but can you speak to its importance? What wouldn’t you be able to do without proper data integration?

FF– TotalConnect in particular is used significantly in our company – it’s how we connect multiple owned data sources. These are key data sources such as call center, marketing fulfillment platform, CRM, lead management or trade marketing. Without TotalConnect, we would not be as far along in connectivity as we are today.

FF– TotalConnect allows Datorama Admins to integrate any form of data very quickly. This takes a lot of work off the hands of the data suppliers as the delivery of data can be easily scheduled. TotalConnect’s recent enhancements have made this process even easier, faster and took data integration to a whole new level of simplicity.

You work with both massive automakers and advertising agencies – two businesses with a ton of data. How do you get it to all fit together to turn into a clear picture of action?

FF– Yes, media data is a challenge in its own right and requires an in-depth understanding of channels and strategies. The success factor here was to bring experts and the data together. This is the only way to gain insights. But it turns out that this requires practice and patience. Breakthrough insights do not appear automatically. It is rather practical insights and eye-opening moments that lead to decisions and optimizations.

This series is all about the power of data. How does data help you optimize your business impact?

JF– Before Datorama, various specialists analyzed and evaluated data in their respective areas. Datorama has made cross-functional and cross-disciplinary collaboration necessary and possible. After a brief learning curve, our team accelerated our cooperative collaboration. The result was more profound insights. Funnels and their results could be analyzed more comprehensively. For example, lead quality and results could be made transparent in addition to the typical performance indicators.

Prior to using Datorama, what role did data play in your decision-making? How were you making the most impactful business decisions?

JF– This is a question of corporate culture. Data enables transparency. This leads to a better understanding of business and marketing processes. We believe that data-based decision-making allows us to make even smarter decisions in the future – be it to optimize processes, to allocate budgets or to identify friction losses in the first place.

What impact has Datorama had on your collaboration and transparency with stakeholders across the company?

JF– Data and Datorama create transparency. Transparency is positive, but also raises challenges, because it democratizes knowledge within the company. It forces stakeholders to align in terms of priorities. This is particularly important when those stakeholders oversee – what might seem at first glance – competing departments or service providers. This requires upfront communication and clear rules of engagement to satisfy all involved. This means that a strong change management and data culture strategy is needed to establish a BI solution. But, ultimately, it helps facilitate regular communication and discussions between the stakeholders to interpret the data and lead to overall success.

Want to share your story? Reach out to your Success Team. Learn more about how Datorama can help your team collaborate and optimize your impact by requesting a demo here.

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