Carsten Thierbach, Managing Partner of the Marketing Tech Lab and jury chairman of the Marketing Tech Award
Traditionally, the Marketing Tech Award is presented at the Marketing Tech Summit. According to the jury and audience, one company was particularly impressive this year.
BSH Hausgeräte knows its way around technology. No product from Europe’s market leader in household appliances can do without it. Technology can be found in stoves, cordless vacuum cleaners, washing machines, refrigerators and freezers and in coffee machines – to name a few examples. This will become even more so in the future. BSH wants to use even more AI in its products, as company boss Mattias Metz told the Handelsblatt a little over a month ago.
But technology has long also played a role in marketing for the company. The company received the Marketing Tech Award in Berlin this week for its marketing technology stack. In the final live pitch to the participants of the Marketing Tech Summit, the Bosch subsidiary prevailed in the final against Breuninger and Sartorius.
They were in the finals of the Marketing Tech Award: Lars Hanf (Sartorius), Liza Man (Breuninger) and Rainer Jersch (BSH) (from left)
BSH’s architecture impressively shows how marketing technology can be used to enable effective and personalized customer contact, according to the jury’s statement. The jury was particularly impressed by the connection between the product (e.g. intelligent washing machine) and marketing, the OneConsumer approach across different brands and the logical structure of the composable MarTech stack based on business requirements.
Marketing Tech Award
The Marketing Tech Award is being presented for the fourth time this year. Companies from the DACH region were able to apply and show how effectively they use technology to optimize their marketing. A jury consisting of 17 experts from marketing and technology examined the received stacks based on various criteria and selected three finalists. Among other things, the points of personalization and segmentation, future topics, level of integration at data level, level of automation at process level and completeness of the stack image were crucial here. The finalists BSH, Breuninger and Sartorius presented their marketing technology stacks to the 400 participants of the Marketing Tech Summit 2024 as part of the live pitch on October 7th.
