td dataX – The Platform for Data-driven Business

Data-driven business is still a buzz word within the discussion of digital transformation that evokes a lot of diverse interpretations and theories. Everyone is trying to find the right formula to use data as a source of value and to support their decision-making process. Finding an answer to the future data challenge was the aim of our first dataX on October 17th, hosted at our long-term partner Telefónica at the Basecamp in Berlin.

We founded this interactive platform for our clients to discuss their best practices and learn from each other’s achievements. In a mixed round of familiar faces and newcomers, we laid the ground for the exchange of smart-data insights across clients and industries. Together we shared insights on big data strategies and smart data solutions for business intelligence, business models and (content) marketing. The program was a mix of keynotes from Telefónica and the Coca-Cola Company, roundtables with experts from the startup scene and interactive workshop sessions led by our td experts.


Data Projects are Change Projects

Telefónica shared their experiences of moving towards a data-driven company, using data as a source of value creation as well as educating everyone in the company to work with data and ground their decision making on actual data insights. Part of the presentation was our joint work on the marketing performance dashboard supporting marketing decision making.

Coca-Cola introduced the participants to their holistic approach of moving from treating marketing as a cost center to leveraging it as a profit center. The combination of technological infrastructure allowing access to real-time data insights with an extensive educational approach, organizational process and strategy is key to maximize the ROI of owned, earned, shared and paid media.

The Strategy of both companies is the combination of data science and technology with employee training programs, enabling staff members to work with the results for their individual business challenges. Therefore, it is not enough to implement technological infrastructure but to adapt organizational structures and processes accordingly to keep up with competition coming from the new economy.


Startups push the digital transformation

In collaboration with experts from the startup scene a lively discussion on the correlation of data and content took place. In the roundtable “no data no content” we were outlining the potential of behavioral data for precise customer group targeting and therefore the personalization of brand experience together with Freunde von Freunden, Mastercard, Ask Helmut and EyeEm.

Highlighting the potential of data in the digital acceleration and its shortcomings in Germany was dis-cussed in another roundtable with Thomas Andrae, Fintech player Cringle and mobility platform Car-Jump, outlining the cooperation potential between the established industries and players from the new economy to foster digital progress. Common ground was that such collaborations better succeed outside of the corporate mindset, with flexible structures and faster processes needed for radical innovations.


Data Science on the next level

Further, advanced data science topics were presented by our data experts through showcasing the joint work on sales prediction for Audi. Customer data such as search behavior, online discussion and website visits indicate interest and can be calculated via their correlation to sales numbers.
We also presented our Data Creativity Score that was elaborated by our data scientists, which translates the classical market research categories concerning creativity (concept, activation, impact) into the digital age and enabling a real-time analysis of creativity based on behavioral user data.

Lean working approaches to generate value out of data

In four different working groups, we got in touch with lean approaches to understand customer and market developments and work on new business models. In one workshop, we introduced Design Thinking principles to redesign the data experience by applying an information-driven methodology. In another session, we worked with the Data Canvas to understand at which service touchpoints data is typically generated and how this data can be used to optimize service and corporates’ core business. The Hackathon group directly worked hands-on with existing data sets, to create new data-based business models and revenue streams. Experiencing the difficulty in deciding on trend relevance and growth, the Sonar workshop challenged existing trend work and demonstrated the benefits of using new digital data to quantify, compare, and access trend developments in real time.

Summing up we can say that the event was not just instructive, but also interactive as participants were actively involved in the workshops, roundtables and Q&A sessions after the keynotes. We want to thank everyone who was part of our first dataX very much! Special thanks go to our client Telefónica, who opened their doors of the Basecamp and allowed us to spend the day in a familiar atmosphere. They also wrote a great article abaout dataX! And of course, thank you to all experts from the startup scene for your inspiring presentations and contributions to the discussion.


We would like to thank all participants of the dataX for the interesting questions and lively discussions.

  • Volkswagen
  • Coca-Cola
  • SAP
  • Nike
  • TEVA
  • here
  • Audi
  • Dr. Oetker
  • HGV
  • ProSiebenSat.1 TV
  • Telefónica
  • Medianet
  • Allianz
  • Carl Zeiss Meditec
  • Novartis Pharma
  • Postbank
  • advigo

During the next weeks, we will publish the detailed insights of all sessions of the day. And stay tuned – this was just the kick-off to keep the discussion about challenges and best cases of the holistic data transformation alive!

If you have feedback for the event or our data insights please let us know. Leave us a comment here or write to us at

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