Marketing Data Science Company Drives Data Management for Customers

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Marketing Data Science Company Drives Data Management for Customers

Gerhard Kürner founded 506.ai, a first party-driven digital marketing and customer data company, which aims at improving customer journey through AI-supported data products and automated marketing solutions.. As a serial founder, who comes from an entrepreneurial family, Gerhard has been involved with digital processes since the 1980s. With his companies he works with international B2C and B2B brands as well as start-ups in the technology sector. The data-based marketing expert received numerous awards including the ‘Caesar’ advertising prize for the best campaign, the Digital Communication award etc. In an interview, he spoke on an array of topics. Excerpts:

Conception of 506

The reasons for the foundation of 506.ai can be traced back three years ago, says Gerhard. “It was a time when I realized that GDPR and the handling of anonymous and personal data will undergo a massive change. I also foresaw the big growth of technology platforms and vouched to secure their data treasure even without privacy pressure from the outside.” The development towards walled gardens was clearly predictable, notes this technology enthusiast. “To counter this dominance with something over which one has control, it was clear that these possibilities will only lie in first-party data.  As soon as companies have their own data under control, it is only possible to improve marketing, sales and service processes using artificial intelligence methods – whether it is customer acquisition, increasing customer lifetime value or increasing customer satisfaction,” adds Gerhard.

Noting that we are at the beginning of a completely new era, he adds that the Internet of Behaviors and the associated privacy issues are undergoing massive business processes. “This incredible amount of data cannot be managed with traditional methods, nor will it bring an improvement in the customer experience. AI will change marketing, sales and service very dramatically.”

Unique Methodology

506.ai focuses on two main areas: With its marketing data science services, it helps its customers exert control over their own data. “The focus here is mostly the website/online shop/app tracking. With this we can start to combine existing data – for example from CRM systems and build on it, then turn this anonymous and known data into data science projects like lead scoring or churn analysis.”

The second focus is on the development of the AI-powered analytics platform Saturn. This makes it possible to find special features in the behavior of the same user groups from the large amount of first party data. Saturn also offers the possibility to export these audiences via drag and drop into the respective activation channels.

AI-Based Products- Benefits

Analytics platform Saturn involves dealing with large amounts of data that are not handled on an aggregated level but on a user or session level. To segment these volumes of data and filter out new insights, Machine Learning or AI is the only way. “But we also take up another field, especially with Saturn, because we also need to describe the automatic description of the audiences Saturn finds. We are also working intensively with NLP (Natural Language Processing). The topic we are also working on in a research project is the measures for a trustworthy and ethically correct Artificial Intelligence.”

Leadership Traits

As the CEO of a company, it is important to develop a clear vision for the company and build a strong management team, opines Gerhard. “Together with the management team, you should set the measures that are important for the vision and develop the whole organization to act independently.” 506 also recommends that the employees use 20% of their work time for Learning and Development. As an internal rule, it also has a ‘clarity for harmony’ rule in place which ensures that no problem or concern of an employee is left unaddressed.

A Word of Advice

Reminiscing his time when he started his own company, Gerhard notes that it was a time when internet did not even exist, and computers were rather slow, complicated, and expensive devices that we used mainly for games. “Even though there are many more ways to build a business today, there are a few points that are still valid from my point of view.” The entrepreneur states that one of the best advices still is to start together, find partners, co-founders, or key employees you trust and strike together. Secondly, it is important to remain focus. Thirdly, selling is extremely important. “Often a lot is put into business plans and even more into product development in the hope that it will then go viral or magically be bought by many. Selling begins with your own pitch in front of investors or employees and continues with friendly users through to the scalable sales process.”

“Treat everyone the way you want to be treated, always be clear about what you want and what your goals are, never give up (never) and be happy with what you have achieved.”

Company: 506.ai

Website: www.506.ai

Management:  Gerhard Kürner, CEO & Founder

Founded Year: 2020

Headquarters: Linz, Oberösterreich

Description: 506 is an AI based European marketing data science company.

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