Success Story

Koelnmesse

Unified data view in SAP.

Reliable database.
360-degree-view.
Real time check & replay in SAP.
Data transparency.

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Story

Koelnmesse is the number one trade fair venue for numerous industries. Visitors and exhibitors from all over the world come to Cologne to present products and trends at one of the world's largest exhibition centers and to do business worldwide. Every year, Koelnmesse organizes and manages around 80 events with more than 50,000 exhibiting companies and around three million visitors.

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Solution

In order to make processes more efficient and use resources more optimally, the various data pools were to be consolidated into a single view in the sense of a golden network. Accordingly, a master data project was set up to merge and consolidate 1.5 million master data records stored in SAP C4C (SAP Sales Cloud) in the Customer Data Hub as a first step.

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Success

On this basis, sales potential can be better exploited and marketing campaigns can be carried out faster and more precisely. Manual workloads are also minimized through extensive automation. In the future, data will also be entered directly into SAP C4C (SAP Sales Cloud) using an app. Customer Service will benefit from an even higher level of service as well.

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#STORY

Consolidation of database.

Separate data containers were yesterday: Consolidated database as a valuable asset.

The secret of a trade fair's success is the efficient and qualified bringing together of markets and people. Regardless of whether a person is an exhibitor, visitor or organizer of their own trade fair or event. The focus is on genuine, personal and direct experience of the latest trends and developments worldwide. It is about valuable contacts between people to develop inspiration and enthusiasm. In this context, Koelnmesse organizes and supports around 80 trade fairs, exhibitions, guest events and special events every year in Cologne and in the most important markets worldwide. Around 3 million visitors from 221 countries and more than 53,500 exhibiting companies from 122 countries regularly take part in the events. This brings with it a volume of heterogeneous data in the millions. Based on the company's own expertise in data quality, the grown data pool was to be reorganized and consolidated, initially with a focus on sales and marketing. Until then, the work of the sales department had been characterized by a high proportion of manual and therefore time-consuming and cost-intensive activities that were also prone to errors.

The same applied to the marketing area: data for campaigns, for example, often had to be prepared manually. A uniform view of customers and prospects with their respective roles was correspondingly limited, especially since a person can be both an exhibitor and a visitor as well as an organizer. Likewise, a person can be a trade or private visitor. A clear classification according to 'person' or 'organization' was difficult. Consequently, those responsible at Koelnmesse decided to address not only the area of data quality but also holistic master data management, i.e. to expand the scope and make provisions for the future. In particular, this means a) creating a reliable database that meets a wide range of requirements and b) ensuring appropriate processes that create maximum data transparency and reliability. SAP C4C (SAP Sales Cloud) with SAP Hybris (SAP Marketing Cloud) is to be the leading system for customer data and thus the uniform 360-degree view.

Basis 1.5 million customer records,
Project duration < 3 months, result 360-degree customer view.

"In terms of customer data management, we decided on Uniserv because, on the one hand, the company can look back on decades of history and, on the other hand, it offers expertise, technology and services from a single source."

Achim Stolzki, Central Area Manager IT, Koelnmesse

Basis 1.5 million customer records,
Project duration < 3 months, result 360-degree customer view.

Achim Stolzki, Central Area Manager IT, Koelnmesse

Gaining knowledge from customer data.

Data reveals its knowledge.

With the unified database, it is now possible to work with the data in an even more structured and targeted manner. For example, the source, i.e. the origin of the data, can now be better tracked via the unified 360-degree view. The necessary legal information according to the new DSGVO can also be stored in an audit-proof and traceable manner. Relationships between data and thus between persons can also be displayed. Segments can be formed, i.e. groups that are characterized by certain features such as topics or industries. Rules can be developed and applied for these individual groups. The segments can be edited individually. This virtually extends into the area of personalization. These few aspects alone make it clear that data, as soon as it is available centrally in consolidated form, reveals the information which it contains. Knowledge can in turn be derived from it for future actions. In this context, consolidated means complete, up-to-date, correct, centralized and, above all, free of overlaps. This also applies to future new data.