New customers Cerascreen and FC Bayern München

We are very happy to announce the collaboration for our automated onsite marketing with our new clients Cerascreen and FC Bayern München, two well-known brands in the German market.

Cerascreen offers health-diagnostics, counseling and supply from one source.  With the help of an easy sample-return-test the lab from Cerascreen can determine an accurate result after gold standard. Everybody can do these tests comfortably from home without help! Akanoo will help bringing the right tests to the right visitors at the right time.

The soccer club FC Bayern München can proudly look back on a successful and long history since 1900. The Fan-Club has the most members in the world and deserves an equally up-to-date and well-sorted online shop, which we will assist to personalize even better to the fans’ needs.

We are looking forward to these collaborations and heartily welcome our new customers at Akanoo!

Meet our new Managing Director Benjamin

What did you do before you came to us?

I had been working for the second largest print and media group out Germany for almost nine years in various positions. The first four years I was part in the department “corporate development” and project lead for projects in the field of “Digital Transformation” as well as “Merger & Acquisitions” and acquired three companies. After four years I moved into one of our acquisitions, a software company which has been market leader for information supply chain production systems for retail and mail-order / eCommerce companies. In this company I started as a key account management and head of sales and had built up a sales operations – national as well as international. In 2012 I became Managing Director for Global Sales & Marketing and was also responsible for the international branches, like North and South America and France. After nine years I looked for a new challenge and wanted to find a new team / family to leverage business in a specific field. I am really happy being a part of Akanoo – thanks for the very warm welcome.

What are your responsibilities at Akanoo?

At Akanoo I am Managing Director overseeing the activities of the entire company. Next to the participants of the managing board I am focused on all sales and marketing, financial as well as cooperation activities.

What do you like most about your work?

Being part of an awesome team with passion and spirit. Moreover, I like to conquer the status quo. With our algorithm based on artificial intelligence we are helping companies onsite (website or eCommerce shop) to be one step ahead and convince customers on their journey – and we are talking about customer specific journeys because every individual has his own needs.

And what do you usually do after work?
Being together with my girlfriend and meeting with friends. Sometimes I have been trying to convince myself for a run around the Alster.

Which colleague would you take with you to a deserted island and why?
With Torge to learn more about our intelligence and our random forest model ;)

What attraction / part of Hamburg do you think you should visit and why?
Next good upcoming restaurant because I love to explore places to get awesome food for a good price.

What apps can you never do and why
WhatsApp // knowing whats going on

On the Internet you can find me here:
Xing

LinkedIn

Instagram: bf_hh

So wird der B2B Handel sozialer und kommunikativer

Nicht nur Privatpersonen, auch Unternehmen kaufen verstärkt über das Internet ein. Der B2B-Commerce birgt daher noch großes Wachstumspotenzial. Lag der Umsatz 2015 noch bei knapp 27 Milliarden Euro, soll er im Jahr 2019 laut Prognose des eco schon mehr als 46 Milliarden Euro betragen. Der B2B-Commerce ist damit das Wachstumsfeld der kommenden Jahre.

B2B-Kunden sind häufig auch B2C-Kunden. Folglich erwarten sie dieselbe User Experience, die sie von B2C-Webshops gewöhnt sind. Daher sind unpersönliche und statische Online-Shops ein No-Go und können sich negativ auf den Abverkauf auswirken. Händler sollten stattdessen auf ansprechende, interaktive und personalisierte Webshops setzen und langfristige Kundenbeziehungen aufbauen. Auch B2B-Online-Shops, die schon eine gute Conversion haben, können noch einiges optimieren und ihre Umsätze steigern. Ein Shop aus dem Bereich Bürobedarf mit 2.500 Besuchern im Monat, einer Conversion Rate von 3 Prozent und einem durchschnittlichen Warenkorb von 150 Euro, kann beispielsweise einen potenziellen Zusatzumsatz von bis zu 225.000 Euro erzielen.

B2B-Shops können sich vom B2C-Commerce einiges abschauen, was den direkten Dialog mit Kunden und Interaktivität angeht. Die nachfolgenden Beispiele aus B2C verdeutlichen, wie Händler ihre Kunden gezielt ansprechen und so sozial und kommunikativ agieren.

Den Kunden im richtigen Moment abholen

Der Spielzeug-Shop MyToys konnte mit Cross-Shopping-Kampagnen und Produktempfehlungen seinen Umsatz um 2,3 Prozent steigern. Die Kampagnen waren personalisiert, wurden zum richtigen Zeitpunkt ausgespielt und in einem responsivem Design gestaltet. Eine Analyse des Onsite-Verhaltens der Nutzer zeigte MyToys auf, welche Besucher wann eine Kampagne zu sehen bekamen. So wurden Fünf-Prozent-Gutscheine für potenzielle Nicht-Käufer ausgespielt und besondere Angebote beim Kauf in verschiedenen Shop-Kategorien angezeigt.

http://akanoo.com/de/casestudy-mytoys

Auch der Fashion-Shop Gaastra setzte auf Rabattgutscheine und kostenlose Beigaben und konnte so seine Besucher zum Kauf animieren. Kaufabbrüche wurden vermieden und die Warenkörbe waren größer. Das führte zu einer Umsatzsteigerung von 5,7 Prozent. Auch hier wurden die Kampagnen während des Besuchs anhand des analysierten Nutzungsverhaltens personalisiert ausgespielt.

http://akanoo.com/de/casestudy-gaastra

Aktiv auf Kaufinteressenten zu gehen

Daneben gibt es noch weitere Mechanismen, die häufig im B2C-Handel angewendet werden, und die auch im B2B-Handel die Conversion fördern können. Gerade komplexere Dienstleitungen und Produkte, wie sie häufig im B2B zu finden sind, bedürfen besonderer Erläuterungen. Es empfiehlt sich daher, die Kontaktdaten der Kaufinteressenten zu erfragen, um anschließend proaktiv auf diese zuzugehen. Das wird im B2B-Bereich allerdings noch wenig genutzt. Dabei kann sich der Seiten-Traffic als hochwertige Leadquelle erweisen.

Kontaktmöglichkeiten bieten

Bei bestimmten, vor allem hochpreisigen, Artikeln wie Reisen oder Autozubehör sind verschiedene Kontaktmöglichkeiten sinnvoll. Das kann neben einem E-Mail-Kontakt auch ein Chat sein. B2C-Händler haben damit schon gute Erfahrungen gemacht. Chat-Dialoge in den richtigen Momenten können Bedenken aus dem Weg räumen und die entscheidenden Impulse für den Kauf geben.

Preise anpassen

Neben Aktionsangeboten und Rabatten können auch dynamische Preise eine sinnvolle Maßnahme sein, um potenzielle Kunden zum Kauf zu bewegen. Im B2C-Handel werden sie schon häufig eingesetzt, denn nicht jeder Webshop-Besucher benötigt einen Rabatt. Dies trifft in der Regel nur auf preissensitive Besucher zu. Eine Onsite-Analyse des Nutzungsverhaltens kann die entscheidenden Hinweise liefern, welcher Kunden welche Preissenkung akzeptiert.

Fazit

Im B2B-Handel gelten im Prinzip dieselben Mechanismen, die auch B2C funktionieren. Denn für den User spielt es keine Rolle, ob er privat oder beruflich kauft. Aus diesem Grund kann sich der B2B-Handel einiges von B2C abschauen und lernen. Werden Kunden im richtigen Moment abgeholt, erhöht dies die Chance für eine Conversion und steigert damit den Umsatz. Gehen Händler aktiv auf ihre potentiellen Kunden zu und bieten ihnen Kontaktmöglichkeiten, gestalten sie ihren Shop kommunikativer und können sich so vom Wettbewerb abheben. Eine dynamische Preisanpassung geht zudem auf die Bedürfnisse des Besuchers ein.  


Über den Autor

Benjamin Ferreau ist seit November 2017 Geschäftsführer des Predictive Analytics Unternehmens Akanoo und ist unter anderem auch für alle marktbezogenen Weiterentwicklungen des Unternehmens, der Technologie und der Kooperationen verantwortlich. Zuvor war er neun Jahre in verschiedenen Positionen in einem der führenden Druck- und Medienunternehmens Europas tätig und verantwortete dort unter die Entwicklung der Digital-Strategien sowie der Merger & Acquisitions. Zuletzt war er zudem Geschäftsführer einer der Beteiligungsunternehmen, welche sich maßgeblich um die Digitalisierung von Handelsunternehmen beschäftigt. Herr Ferreau ist ausgewiesener Experte im Bereich Consumer goods and retail sowie dem Handel und eCommerce im Allgemeinen. Sein Positionspapier “Omnichannel Bedürfnispyramide” beschreibt die (Grund-) Bedürfnisse von Unternehmen in den Bereichen Omnichannel, Digitalisierung und Digitale Transformation.

 

Meet our new Pre-Sales Manager Hendrik

We are happy to welcome Hendrik as part of our Sales team as Pre Sales Manager. In his interview you can find out more about him and his motivation to join Akanoo.

What have you done before joining us?

I have worked in the travel industry.

What are your responsibilities at Akanoo?

My responsibility is to talk to customers and find out, if our service can help them to increase their revenue.

What do you enjoy most about your work?

Provide companies a solution for their problems.

And what do you usually do after work?

I like to go out with friends or make music.

Which colleague would you take with you to a lonely island and why?

I really can’t answer this question. Everyone has their own special skills.

Which attraction/part of Hamburg do you think you should definitely visit and why?

That’s a tough question, but I prefer the port in the evening.

Which apps could you neverdo without and why

Definetly WhatsApp, my friends are scattered around the world so we can stay in contact.

On the web you can find me here:  Xing

New customer for Akanoo: reichelt elektronik

We are happy to welcome reichelt elektronik as a new customer for Akanoo Onsite Marketing.

With 45 years’ business experience reichelt is offering low priced products in  superior  quality in  their innovative online store. They have become one of the largest electronic distributors in Europe with a standard product range containing over 85,000 products.

We are looking forward to helping reichelt elektronik generate more revenue with personalized onsite campaigns!

Statistical significance in online-marketing

Dr. Torge Schmidt has a PhD in Mathematics and works as a Data Scientist at Akanoo. He is responsible for the development of new prediction models and statistical analysis.
He loves talking about statistics and significance, so feel free to reach out to him, if you have questions or simply want to discuss: torge@akanoo.com

What is statistical significance and why do we need it ?

If you want to increase the performance of your website by introducing a new measure (like a discount campaign), you will want to confirm that this method is actually effective. The best way to do that is to split your traffic randomly into two parts A and B and compare the performance.

Let us assume that A stands for the old version and B stands for the version with the new measure enabled. After one day of analyzing the traffic we get the following data:

Version Number of Visitors Number of Conversions Conversion Rate (cr)
A 49 4 8.2%
B 51 5 9.8%

This data seems to indicate that the new version performs better than the old one, because crB– crA is greater than 0, i.e. crB> crA. But is this really enough to prove this thesis? Imagine that one more visitor arrives on version A and converts, then we get the following result:

Version Number of Visitors Number of Conversions Conversion Rate (cr)
A 50 5 10%
B 51 5 9.8%

Now version A seems to be better than version B. Therefore based on this data we can not reliably conclude that version A or B is better. Naturally we need more data to prove this! So let us assume we compare both versions for a longer time and get the following data:

Version Number of Visitors Number of Conversions Conversion Rate (cr)
A 5023 421 8.4%
B 5012 549 10.9%

Now we can say with high probability that version B is better than version A. But why is that? Could we not simply have had bad luck in our choice of who gets to see version A and version B? It is of course possible, but very unlikely. How unlikely it actually is, can be shown by applying a statistical significance test (hypothesis test).

There are two possible explanations for the observations in the table above:

  • Version B performs better than version A
  • Version B does not perform better than version A, we just had bad luck selecting the visitors

This leads to the question: How likely is it that the observations happened by chance?

Let us assume, for now, that the observations did in fact happen by chance and therefore both versions have the same conversion rate (8.4%), if we simply collect enough data.

We now repeat the experiment using 5000 visitors in every version, but instead of using real data, we just toss a coin to decide whether a visitor buys or not (well, not a 50/50 coin but a 91.6 / 8.4 coin). In the end we compute the conversion rate for both versions and take a look at the difference crB– crA.

We expect them to be 0, as both versions should perform the same (since they have the same conversion rates), but due to chance in the coin-tossing, we also get results that are bigger or lower than 0. If we repeat this multiple times and draw the results we arrive at the following chart, the distribution of crB– crA.

The X-Axis denotes the difference crB– crA.. The higher the curve, the more often crB– crA has the corresponding value. This chart is the basis for hypothesis testing.

We can see, based on this chart, how probable getting a certain value crB– crA is. The further we go away from the zero, the less likely it is to observe this result. If we go to the left, version A performs better, if we go to the right, version B performs better.
Now we know that values to the far right appear less often than in the middle, the probability of those appearing randomly is low. But when do we say that something is probable and something is improbable? There is no exact definition, so we have to create one ourselves. Let us say that we define the rightmost 5% of the graph as improbable, while the remaining 95% are probable:

At this point 95% of all cases lie on the left and 5% on the right.
This implies that 5 in 100 random experiments results in a difference value that lies in the green area.

The corresponding percentage, 5% (or 0.05), is called the significance value (often denoted as alpha) and it is normally set before starting an experiment. It defines how certain we want to be,  when we decide that version B performs better than version A.

Note: Obviously we could do the same on the left side but since the experiment indicated crB– crA>0 we do not test if the cr values are different, but instead if crB> crA or not.We now place our own value from our observation above in this chart (add 10.9%-8.4% = 2.5% or 0.025):

We see that our observation lies on the right side of our threshold,
therefore this result appears in less than 5% of all random experiments.

This means that it is very unlikely that our results above happened by chance.As a last example we present the same analysis using the first observation (i.e. only 50 visitors in each group and a smaller cr difference of 1.6%) using a significance value of 5%:

Note that our observation lies on the far left of our significance value and probably happened randomly.

Rule of thumb:

The smaller the significance value is, the harder it is to prove that two versions are different. This gets easier by either having more data or having a larger effect (i.e. difference in conversion rates).

 

Meet our intern Karsten

Karsten has joined our team in June as an intern for data science. We asked him a few questions that you can get a good impression of what he is doing here.

What have you done before joining us?

I am currently studying at the University of Hamburg for my master’s degree in business administration.

What are your responsibilities at Akanoo?

Everything data science and statistics related.

What do you enjoy most about your work?

I really like the variety of tasks and the steep learning curve in the data science field.

And what do you usually do after work?

Sports or recording music.

Which colleague would you take with you to a lonely island and why?

Bendix. I’m confident he would be able to start a farm and develop a watering system for all the plants.

Which attraction/part of Hamburg do you think you should definitely visit and why?

One of the lakes in and around Hamburg for a refreshing swim.

Which apps could you never do without and why

Google Maps and HVV to find the fastest way to my next destination and Audible and iTunes U to keep me entertained and learn something new while travelling.

On the web you can find me here:

Xing 

New customer uhrzeit.org

We are happy to welcome uhrzeit.org as our new customer for Akanoo onsite marketing.

Created as the result of a coincidence during a scavenger hunt, uhrzeit.org was the first German website showing the exact time in cooperation with the technical institute for physics in Braunschweig.
In 2003 the online shop was founded and since then the e-commerce company from Hamburg has become the most visited online shop for watches in Germany.

Akanoo’s real-time tracking & targeting with succesful campaigns at exactly the right time seem to be a perfect match and we are looking forward to creating many exciting campaigns together.

Meet our new Senior Sales Manager Sebastian

 
Sebastian has joined our team as a Senior Sales Manager in May. To give you a better impression of what he is doing here at Akanoo we asked him to answer a few questions.
What did you do before you came to us ?
I have worked for Groupon, Yelp and an Internet agency for Google AdWords.
What are your responsibilities at Akanoo?
I am employed as a Senior Sales Manager. My responsibilities are:
  • Cold call, direct Email and perform other lead generation activities
  • Develop and follow up on business leads
  • Pipeline management
  • Closing the deals
What do you like most about your work?
Speaking with my clients about their specific goals. I love the whole sales process.
And what do you usually do after work?
I like to walk around the Alster after work.
Which colleague would you take with you to a deserted island and why?
Just me, the girl of my dreams, with a yacht on the water and a knife in my pocket (to open a coconut in case ), suncream and a helicopter.
What attraction / part of Hamburg do you think you should visit and why?
Akanoo Mittelweg 121…and be my guest.
What apps can you never do without and why?
  • UFC
  • Netflix
  • Spotify
  • WhatsApp
On the Internet you can find me here:

New customers for Akanoo: Erwin Müller and Sport-Thieme


We are happy to announce our new collaborations for our onsite marketing with Erwin Müller and Sport-Thieme.

Founded in 1951 Erwin Müller is a specialist mail order supplier focusing on home textiles and decorations. Their offer includes unique customization service and is available to international clients as well. We are looking forward to support them with successful onsite campaigns.

Sport-Thieme is the number 1 for institutional sport with more than 65 years of offering quality sports goods for fair prices. You can find over 13.000 items and accessories for over 70 different sports in their online shop! We will be happy to increase the number of 250.000 happy clients so far.

We heartily welcome our new customers at Akanoo!