{"id":16404,"date":"2020-03-16T18:54:00","date_gmt":"2020-03-16T17:54:00","guid":{"rendered":"https:\/\/agcommtech.de\/2020\/03\/16\/example-engine-room\/"},"modified":"2026-03-24T13:34:38","modified_gmt":"2026-03-24T12:34:38","slug":"example-engine-room","status":"publish","type":"post","link":"https:\/\/agcommtech.de\/en\/2020\/03\/16\/example-engine-room\/","title":{"rendered":"Data sovereignty in marketing: How Schaeffler relies on internal data management"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>Data sovereignty in marketing: How Schaeffler relies on internal data management<\/strong><\/h2>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/agcommtech.de\/wp-content\/uploads\/2020\/03\/7-1024x576.png\" alt=\"\" class=\"wp-image-16508\" srcset=\"https:\/\/agcommtech.de\/wp-content\/uploads\/2020\/03\/7-1024x576.png 1024w, https:\/\/agcommtech.de\/wp-content\/uploads\/2020\/03\/7-300x169.png 300w, https:\/\/agcommtech.de\/wp-content\/uploads\/2020\/03\/7-768x432.png 768w, https:\/\/agcommtech.de\/wp-content\/uploads\/2020\/03\/7-1536x864.png 1536w, https:\/\/agcommtech.de\/wp-content\/uploads\/2020\/03\/7-900x506.png 900w, https:\/\/agcommtech.de\/wp-content\/uploads\/2020\/03\/7.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p><strong>Speakers<\/strong>: Antonia Benz (Schaeffler), Christian Henne (MDI)<\/p>\n\n<p><strong>Talking points<\/strong><\/p>\n\n<ul class=\"wp-block-list\">\n<li>Schaeffler to rely on internal data processing and use for analytics and insights in future<\/li>\n\n\n\n<li>All external data is migrated or synchronized internally, harmonized and made available there<\/li>\n\n\n\n<li>The entire data management and automation runs in Microsoft Azure Cloud, including data visualization in Power BI <\/li>\n\n\n\n<li>&#8220;Data on demand&#8221; is planned for the future via chatbot and AI applications. Basis: AI-ready data. <\/li>\n\n\n\n<li>Such a project consists of 50% IT and must be planned accordingly in terms of time and resources<\/li>\n\n\n\n<li>Project was launched with external support from the MUNICH DIGITAL INSTITUTE (MDI) and is currently being further developed<\/li>\n<\/ul>\n\n<p><strong>Explanation<\/strong><\/p>\n\n<p>Data storage is of fundamental importance for Data &amp; Insights. The presentations are therefore archived in a standardized way in order to bundle the knowledge and be able to use it later in different formats. <\/p>\n\n<p><strong>Brief description of the presentation<\/strong><\/p>\n\n<p>Schaeffler Marketing will rely on internal data management in the future. The background to this fundamental decision is to gain greater control and direct access to marketing and communication data and to ensure appropriate data protection. This must also be seen in terms of data intelligence outside of reporting dashboards. AI development is changing the way data is used. Schaeffler expects that data and analytics will have to answer much more specific questions in the future, provide insights and thus also gain value for the management of campaigns and marketing as a whole.    <\/p>\n\n<p><strong>Findings<\/strong><\/p>\n\n<p>(1) Internal data management creates insights.<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Insights:<\/strong> External solutions often meant that Schaeffler could only access data in the form of dashboards. In future, it will be possible to access all data and thus further process it internally according to specific requirements and use cases. <\/li>\n\n\n\n<li><strong>Cross-Channel.<\/strong>  The quality of the analyses increases significantly as data from different sources can be combined, making cross-channel and journey evaluation possible.<\/li>\n<\/ul>\n\n<p>(2) Data becomes future-proof for AI.<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>AI applications<\/strong>. Cleanly structured data tables are a prerequisite for evaluations using AI with LLMs. <\/li>\n\n\n\n<li><strong>Harmonization.<\/strong>  These data tables must be harmonized<\/li>\n\n\n\n<li><strong>Data access.<\/strong>  Internal AI applications need access to this data. This is only possible with internal data storage <\/li>\n<\/ul>\n\n<p>(3) Analytics becomes scalable.<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Flexibility.<\/strong>  A key aspect of data-driven marketing is scalability within the organization. Internal data management creates the prerequisite for being able to react flexibly and quickly to a wide range of questions and analysis requests. <\/li>\n\n\n\n<li><strong>Automation and costs.<\/strong>  With regard to AI, it can also be assumed that the effort and therefore the costs for analytics will decrease in the future. Automation can at least achieve significantly greater data penetration in the organization without increasing costs. <\/li>\n<\/ul>\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-width wp-block-button__width-100\"><a class=\"wp-block-button__link has-background wp-element-button\" href=\"https:\/\/agcommtech.de\/en\/engine-room\/\" style=\"border-radius:0px;background-color:#009535\"><strong>READ MORE ARTICLES<\/strong><\/a><\/div>\n<\/div>\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group has-background\" style=\"background-color:#274856\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-white-color has-text-color has-link-color wp-elements-59e64fb3368e46c645dd7cee06b5f532\"><strong>Become a member<\/strong><\/h4>\n\n\n\n<p class=\"has-text-align-center has-white-color has-text-color has-link-color wp-elements-978ca938771637e4d9b499f61c310baa\" style=\"font-size:15px\">Find out about the opportunities to become a member of the AG CommTech<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-width wp-block-button__width-50\"><a class=\"wp-block-button__link has-text-color has-background has-link-color has-text-align-center wp-element-button\" href=\"https:\/\/agcommtech.de\/en\/become-a-member-of-the-commtech-ag\/\" style=\"border-top-left-radius:32px;border-top-right-radius:32px;border-bottom-left-radius:32px;border-bottom-right-radius:32px;color:#4d4a4a;background-color:#dfdfdf\"><strong>Learn more now<\/strong><\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Schaeffler relies on internal data management in Microsoft Azure &#8211; for more data control, scalable analytics and AI applications in marketing.<\/p>\n","protected":false},"author":2,"featured_media":16509,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[151],"tags":[161],"ppma_author":[123],"class_list":["post-16404","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-machine-room","tag-data-insights-experts"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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