By Thekla Bartels
The DMEXCO 2018 is history. We at Webtrekk are looking back on successful days in Cologne on 12th and 13th of September and we have even managed to recover from our hangovers...
The DMEXCO set itself high goals for this year. The leading Digital Marketing trade fair in Europe had the ambitious aim to reinvent itself under new Chief Advisor, Dominik Matyka. As a first step, a new website was launched in summer. This years’ slogan "Take C.A.R.E." (Curiosity-Action-Responsibility-Experience) refers to the responsibility that the digital marketing industry should note since the introduction of GDPR at the latest.
Overall, the new organization has passed the crucial test – DMEXCO received a revamp and became a little more transparent. The number of visitors increased slightly with 41,000 guests this year with around 1,100 exhibitors in Cologne to meet those visitors. Many exciting panels and discussions took place simultaneously.
We decided to present ourselves with the statement "Collect, Analyze, Activate" at the entrance of Hall 8. Our stand once again became a central meeting place for visitors and experts. With our 370 square meter booth we created a first-class networking platform. In addition to being a place for discussions and partner meetings, our stand became a landmark and meeting point for companies and experts.
First-Party Data and Data Ownership
At DMEXCO, we demonstrated how companies can optimally capture, analyze and use their own data. This is essential to successfully manage the customer journey and improve the customer experience! At our stand there was a lot of talk about first-party data and data ownership and the data that comes directly from a business’s website visitors. It helps them understand exactly how users interact with their website content and products.
By analyzing their own data, companies can become familiar with the behavior and interests of their website and app users in detail and completely unbiased. Only they themselves have this knowledge because data is not shared with third parties. In other words, companies that do not own their data quickly become pawns in the hands of powerful, big online platforms.
In the DMEXCO Worklab on September 12th, Markus Nagel, Head of Consulting at Webtrekk, impressively explained how the successful usage of First-Party data looks in reality. During the panel discussion titled, "Customer Centricity Everywhere - The Impact from First-Party Data on Advertising?" on September 13, Webtrekk founder Christian Sauer emphasized that successful marketing with owned data is much more successful.
Cross-Device Tracking for the most demanding audience
Cross-device tracking was another noted trend at DMEXCO and at our stand. Our Webtrekk Cross- Device Bridge enables cross-device tracking with no login required. It brings together website, app and marketing data to generate meaningful insights for targeted campaigns. The KPIs can be used across a variety of devices for data-driven marketing campaigns.
We have talked a lot about data, but not all of us are data experts. We have all experienced the lack of time and resources in our daily work to understand the data that is available to us. On this topic, our founder, Christian Sauer, emphasized the relevance of Artificial Intelligence in discussions at DMEXCO. In the future, automatic data advisory software will provide businesses with actionable recommendations based on learnings from raw data. In order to do this, it is important to collect all data in one central hub so as not to distort results. Webtrekk dashboards can help further with data interpretation. Webtrekk dashboards are easily configurable via drag-and-drop and deliver valuable and graphically processed information in real-time.
Our stand party was great fun, as it is every year. We enjoyed good drinks, great conversations and we felt like we were at a high school reunion but with industry experts instead.
With this post we would like to thank you all for the interest in Webtrekk at DMEXCO. Of course also a big thank you goes to to our partners Adference, Crossvertise, LEAP, m-pathy, trbo,OBI4Wan and CommandersAct, who complemented our stand.
Companies that are interested in partnering with us at events next year can contact us at firstname.lastname@example.org.
The personal exchange and valuable feedback from customers, prospects and other industry experts was important – and very enjoyable. Cologne was definitely worth the visit!