Case Study · B2B & Data
Schober puts its data expertise to work on its own business
Schober Information Group, now Capaneo, lives on address data, audience analysis and data intelligence. For its clients, it turns data into decisions. Together with the team, we pointed that very strength at its own business.
I'll show you where your shop loses buyers.
A data company looks at itself
Companies that sell data know exactly what data can do. Their full attention usually goes to clients, and client work comes first. Their own topics then get whatever time is left. That holds great potential, because the know-how for their own sales is already in-house.
Schober has plenty of material to hand, data and topics from different areas. Every topic has good reasons behind it. The skill lies in the order. So our first step is sorting: which questions can the existing data answer, and which need a better foundation first?
Sort first, then prioritise
It starts with a joint review of the existing data and topics with the team. What is there, and who in the company works with it? In a data company there is a lot of material, and every question needs the right data. This review is the foundation for everything that follows. For a team that works with data for others every day, the approach is familiar, just turned inwards this time.
Building on that, we worked out principles with the team for assessing topics. The central question every time is whether the data gives a solid answer. Topics with good data move up. For the others, we first clarify what data is needed and how to close the gap. Prioritisation follows from this sorting. The team now has an order it can justify itself, and a framework for every new topic.
The data decides the order
Many companies start with a list of measures and then look for data to confirm them. We think the reverse is more reliable. If you first clarify which questions your own data can answer, you focus your energy on topics you can actually decide. That applies to data companies just as much as to any shop with analytics and a CRM. The other topics stay on the list and move up as soon as the data is ready for them.
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.