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Aktion Mension - Marketing Data Platform - Coggle Diagram
Aktion Mension - Marketing Data Platform
Background
Aktion Mensch is the largest private funding organization in the social sector in Germany.
Founded in 1964, it has donated over five billion euros to social projects.
Its mission is to improve living conditions for people with disabilities, children, and youth.
Promotes inclusive coexistence in society.
Funds up to 1,000 social projects monthly through proceeds from its lottery.
Supported by around four million lottery participants.
Member organizations include:
ZDF
Arbeiterwohlfahrt
Caritas
Deutsches Rotes Kreuz
Diakonie
Paritätischer Gesamtverband
Zentralwohlfahrtsstelle der Juden in Deutschland
Rudi Cerne has served as an honorary ambassador since 2014.
Marketing data platform(MDP) Goals
Growth – Drive profitable sales through targeted, personalized marketing.
Loyalty – Enhance customer retention with individualized communication and offers.
Insight – Gain a deeper understanding of customers with a 360° view.
Alignment – Improve internal coordination using a standardized data environment.
Efficiency – Boost accuracy and productivity through automation and better data.
MDP Phases
Phase1 (Complete) - Requirements Analysis – Gather platform needs from marketing, analytics, data, and tech teams (March 2025).
Phase2 (Complete) - Concept Design – Finalize requirements and design system/data architecture (May 2025).
Phase3 (Complete) - Tool Selection – Choose data platform, CDP tool, and other relevant tools (June 2025).
Phase4 (Complete) - Proof of Concept – Run POCs on data and marketing platforms (July 2025).
Phase5 - Platform Setup – Install data and marketing platforms without live connections (Aug–Sep 2025).
Phase6 - Initial Launch – Connect platform to live data and launch first 2 use cases with dashboards (Sep 2025).
Phase7 - Use Case Expansion – Roll out 5+ additional use cases across platforms (Oct–Dec 2025).
Current Status
Marketing @ Aktion Mensch
BO = General Customers
Paid Social
Paid Search
Programmatic Display
Challenges
Channels are not networked with each other
not further subdivided according to target groups
BK = Existing Customers
Campaigns
emails
dialog print
push messages from Aktion Mensch App
Challenges
Channels are not networked with each other
Activities within the channels are implemented & controlled manually
SQL selections are made at individual campaign Level in dwh
Customer Data & events
Lottery Customers
MoSAM
Lottery customers Approx 17 million
28.5 million entries
Buyer links - 9 million
beneficiary links - 15 million
participation table - 1.5 billion entries
payment table - 400 million entries
WebDB
3.5 million customers
LGs and personalized tickets - 16.6 million
PK - 5.1 million
LISA
Ticket data - 14.7 million
Oracle dwh - 63 million (< 1 TB)
Stew DWH
No of emails
Approx 50 million contacts per year
Newletters
approx 75 million contacts per year
