GOAL

Siemens wanted to develop a vision of the future of the mining industry, derived from relevant trends and their future impacts on strategic business roadmaps for 2030.

CHALLENGE

Siemens uses Pictures of the Future (PoF) projects on a regular basis as the key methodology to inform roadmap planning. But from an organizational perspective, the key challenge for the Corporate Technology department was to ensure that the results would be valued and integrated into business and technology roadmaps by internal customers – the business groups.

On an operational level, recurring challenges throughout Pictures of the Future (PoF) projects include alignment, timely input gathering, and the synthesis of results and opinions across multiple stakeholders on the client side.

SOLUTION

Creating Pictures of the Future for the Mining Industry in 2030. It highlights future business impacts and informs business and technology roadmaps by combining proven traditional methods with new state-of-the art digital research approaches.

• Trend analysis: In-depth, structured market and trend analysis combining TD Reply’s data-driven trend research solution SONAR and expert interviews to identify and quantify key trends
• Hypotheses development: Extrapolation of trend developments, including time horizon and regional aspects, based on expert hypotheses
• Business impacts: Derivation and evaluation of future impacts for the mining industry and for Siemens
• Scenario development: Description and visualization of future scenarios as a basis for business and technology roadmaps

GOAL

• Create a holistic understanding of the German ICT market as basis for strategic planning & operational decision-making at Deutsche Telekom.
• Leverage data and insights to differentiate Deutsche Telekom in a more and more fragmented market through consumer-centred product development and marketing.

CHALLENGE

• Collecting valuable insights within complex customers’ lifestyles and fast changing ICT markets, products & services.
• Combining traditional, representative but rather slow and static consumer surveys with new methodologies of gathering more granular, dynamic and timely insights through digital data.
• Transferring study outcomes to relevant internal stakeholders and trigger decision making as well as the development of new Ideas and concepts.

SOLUTION

TD Reply has been successful in supporting Deutsche Telekom’s changing data needs by continuously adapting one of the key innovation tracking studies for more than 10 years.

This continuous evolution involved on the one side the adaption of the study design, which required a smart balance between maintaining key tracking topics and the steady integration of new trends & ICT topics.

Additionally, TD Reply managed the methodological transition of the BENEFIT studies from a classic face to face survey to an online survey with more than 3,000 respondents aged 14 + in Germany and the integration of google search data to gather more granular, dynamic and timely insights.

The granularity of the data allows us to prepare specific insights by linking various perspectives facing different stakeholder requirements: segment analysis, provider view, ITC product forecast, innovator groups, brand image attributes, needs & attitudes and the analysis of strategic growth of innovation fields within ITC market.

TD Reply supports Deutsche Telekom in the implantation & communication process of the results in the various departments to ensure that they are optimally used for further product and process development.

GOAL

As input for the vertical technology planning, Huawei wanted to identify and evaluate technologies and important trends with a significant impact on the global transportation industry (air transport, railway, shipping, cars & truck, as well as last mile mobility) over the coming 5 years.

Based on an in-depth understanding of trend & technology impacts on the global transportation industry implications for the ICT business and business opportunities for Huawei have been defined.

CHALLENGE

• Identifying vertical technologies within transportation, an industry on the verge of disruption with many new players entering and changing ecosystems
• Identifying key verticals and anticipating relevant trends early
• Linking Huawei’s status quo and long-term goals in terms of R&D, market orientation, and technology investment with technology trends within transportation
• Finding a common ground across all important internal Huawei Research stakeholders

SOLUTION

Trend Discovery & Analysis: Using TD Reply’s proprietary data-driven trend research solution SONAR (www.trend-sonar.com) for trend discovery and analysis, TD Reply identified a list of 70 transportation-related trends. The SONAR platform enabled TD Reply to map all trends according to their maturity level (niche vs. established trend) which helped validating and prioritizing trends. This led to a zooming in on 50 trends. Within those 50 trends, 6 trend clusters with a high future impact on the transportation industry where identified.

Trend Prioritization: To select the priority trends for a further deep dive analysis, a workshop was held together with Huawei stakeholders, re-evaluating the list of 50 trends according to trend impact and certainty of trend. At the end, 9 final trends were prioritized for a further deep dive analysis.

Deep Dive Analysis: For the deep dive part, a mix of quantitative (using SONAR) and qualitative analysis was used to further analysis all 9 trends in terms of trend dynamics, historic developments, market overview and outlook, ecosystem and player analysis. An additional analysis of European research institutions related to the identified and analyzed trends was conducted, to better inform further Huawei R&D invests and potential partnerships.

Implications & Business Opportunities: The deep dives were presented and discussed at a one-day workshop with top Huawei technology planning researchers and executives. Based on the final research results, implications and business opportunities for Huawei have been refined, enhanced and prioritized and innovation projects were defined.

GOAL

• Measuring marketing effectiveness
• Data transparency and data democracy
• Build up data-driven competencies in the field of advanced data modeling

CHALLENGE

• Providing accurate measurements of media performance where the data available are incomplete.
• Identifying the most important levers for direct control of O2’s new customer business by analyzing 4,000 variables and 23 data sources.
• Achieving automated prediction modeling to quantify and measure media performance.

SOLUTION

A combination of the right data foundation and extensive modeling techniques allowed accurate measuring of O2’s media performance for both online and offline touchpoints. Nearly 9,000 employees have access to the Marketing Performance Management (MPM) dashboard, which acts as the single “source of truth” for all data relating to acquisition marketing. It quickly became a frequently used tool that marketing managers and other team members can use to quickly analyze campaign performance and media performance.

While most other dashboards are only of a descriptive nature, the MPM integrates smart data intelligence and gives predictions for all main KPIs. Moreover, Telefonica’s media management team was equipped with a new tool that fundamentally changed the way they work. There was a paradigm shift from gut-feeling to data-driven media investment decisions. The new budget planner allows users to select an optimal channel mix by integrating media-mix modeling results with an accuracy of 95 percent.