Our customer, SBB, is the No. 1 mobility company in Switzerland. The digital world is subject to constant change, and as a leading company, SBB is committed to keeping track of the latest developments, especially in data and analytics. Technical innovations are being developed at a rapid pace and new best practices and industry benchmarks are emerging. At the same time, new data protection regulations such as GDPR, revDSG and other requirements must be recognized and followed.
With the TrendRadar, we have created a format that makes it easy for our customers to keep an eye on the relevant topics and to make decisions or launch initiatives accordingly.
Well aligned is half refined – perfectly curating topics together
As part of the SBB analytics project back in 2020, we developed the idea of the so-called TrendRadar. Our aim was to show the customer in a routine format what will be relevant in terms of analytics, data strategy, activation, tools and data protection in the medium and long term.
To define the topics for our next TrendRadar, we hold a coordination meeting called "KickOff" around 6-8 weeks before the actual TrendRadar. At this meeting, our contact partners in SBB’s analytics department share ideas and questions they are curious about while we proactively introduce topics that may be of interest to them. We then create an agenda tailored to the customer's needs and prepare either in-depth presentations or more interactive sessions.
The actual TrendRadar event then typically lasts between 1.5 and 4 hours, and takes place quarterly or semi-annually. Sometimes team members from other departments, such as Marketing or Data Protection, join as well if the topics are relevant beyond the SBB analytics team. This helps to break down silos and fosters synergies. The number of participants in the TrendRadar events is flexible and is determined by SBB.
In the past, we have addressed a wide range of topics like client-side vs. server-side tracking, tool comparisons (e.g., Adobe Analytics vs Google Analytics), data privacy and data protection topics, AI x Analytics and many more. Our TrendRadar continues to be very popular because it is always tailored to the specific needs of our customer, delivering precisely what they require.
Not just state-of-the-art but one-step-ahead!
With TrendRadars, SBB is always up to date on new technologies and developments and thus one step ahead of their competitors. They stay informed about the latest developments and can use the TrendRadars to determine whether a deeper exploration of specific topics or tools would be beneficial for them.
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