Konsolidace datových toků za účelem Next Best Action kampaně pro klienta KPMG

The diploma thesis deals with the consolidation of customer and digital data from the automotive environment of an XY client. The main goal is to combine data from multiple sources to create a comprehensive customer profile and thus launch 2 individualized campaigns, which should not only improve the customer experience but also increase profits. Since the thesis is part of a professional study program, it is as practical as possible. First, the automotive area is defined with the definition of business and technical requirements by the client XY. This is followed by the connection of data sources and the necessary attributes leading to the implementation of the segmentation module and the subsequent selection of the most suitable car equipment products. Furthermore, as part of the marketing campaign, an e-mail is sent to selected customers either offering relevant products or with the possibility of activating a connective service. After evaluating the campaign and validating the solution, the design of a new architecture with the aim of maximizing the entire solution is presented. Finally, the thesis outlines an impact analysis of the project’s automation and future development of the project. The output of the diploma thesis is a real solution, which was handed over to the client XY by a representative of the KPMG team.