Digitizing Sample to Insight: No action is no option
Hilden, 9 March 2017
Sample to Insight
Leadership in Sample to Insight Solutions
500,000
customers worldwide
SAMPLE TO INSIGHT SOLUTIONS
Sample Technologies
BIOLOGICAL
SAMPLE
Bioinformatics
Assay Technologies
Automation
VALUABLE
MOLECULAR
INSIGHTS
Sample to Insight
2
5 key learnings to successfully start your digital transformation
No action is no option
Start from the customer
Analytics is key
Build your own agile IT
Digital goes far beyond eCommerce
Sample to Insight
5 key learnings to successfully start your digital transformation
No action is no option
Start from the customer
Analytics is key
Build your own agile IT
Digital goes far beyond eCommerce
Sample to Insight
Was passiert im Internet in
60 SEKUNDEN?
Sample to Insight
1,600+
1
A
B
NEW
13,000+ hours
reads on
streaming on
PANDORA
is added on
craigslist
NEW
D
98,000+
TWEETS
CALLS ON
320+
The
LARGEST
social
reading
publishing
company
C
posts on
370,000+ minutes
ADS
MUSIC NEW
VOICE
POSTED ON
definition
20,000+
12,000+
NEW
accounts
100+
NEW
E
accounts
F
13,000+
iPhone
applications
downloaded
NEW
LARGEST
article is
community
created content!
published
?
40+
6,600+
answers
NEW
QUESTIONS 100+
asked on the answers.com
internet …
pictures are
uploaded on
50+
WORDPRESS
600+
695,000+
NEW
VIDEOS
TOTAL
NEW
70+
DOMAINS
duration
.gov
1,500+
.co.uk
updates
168 million
BLOGS EMAILS
registered
BLOG
POSTS
downloads
facebook
STATUS
60+
25+ hours
Sample to Insight
The
world's
1
1,700+
are sent 694,445+
SEARCH Firefox
QUERIES DOWNLOADS
125+
79,364
WALL
POSTS
510,040
COMMENTS
PLUGIN
downloads
The competitive landscape is changing
New competitors arising …
Traditional players
high
Life science
capabilities
New VC-funded players
Tech players
low
low
Source: DS2I project team
Sample to Insight
Digital capabilities
high
How do technological trends impact QIAGEN?
Explosion of digital technologies has big impact on existing business
Already big
The next frontiers
5+ years
Connected
neocortex
Robotics
Autonomous
vehicles & drones
IoT/smart devices
Augmented &
virtual reality
Big data
Smart implants
AI/Machine
learning
Cloud computing
3D Printing
Ubiquitous
connectivity
 Data available on anything for
everyone
 Infinite storage and analytical
capacity at very low cost
 Rise of analytics
 Social, local, mobile - sharing
economy and mobile commerce
 Social media dominance
 ...
Sample to Insight
 Tailor-made products in mass
 Logistics on demand
 Mixed reality marketing, products
and services
 Experience anything wherever you
are
 ...
 Singularity – machines will be
smarter than human
 Life expectation will significantly
increase
 Augmented humans will be
significantly more productive
 Automation of white labor
 New products, mediations and
diagnosis for an even more aging
population
No action is no option: clear business case for digital
12%pts avg. revenue growth spread between digital industry leaders and laggards –
expected spread increase
Revenue
Digital opportunity
12%
Digital threat
Baseline
Today
Source: DS2I project team
Sample to Insight
5 key learnings to successfully start your digital transformation
No action is no option
Start from the customer
Analytics is key
Build your own agile IT
Digital goes far beyond eCommerce
Sample to Insight
Digital is leading to changing customer behavior
Awareness
Approach
Sales
Engagement
Retention
Offline Marketing & Sales
Traditional customer
Exhibitions
Print media
Sales reps
Tech service
Sales reps
Online conferences
Online search
Web shop
Social media
Email
Hybrid customer
Digital customer
Online Marketing & Sales
QIAGEN needs to simultaneously serve three types of customers
Sample to Insight
Change in customer behavior addressed through eCom
Next digitization steps
Old webshop
Workflow concepts
Sales cockpit
Webshop relaunch
Customer engagement portal
Product recommendations
Analytics dashboard
Social media activity
2014
Sample to Insight
2015
2016
Successful rollout of the new WebShop in 20 countries
Nordics
UK
Canada
Ireland
Germany
BeNeLux
France
Austria
Switzerland
USA
Spain
Japan
(sitecore)
China
Italy
Hongkong
Mexico
Taiwan
Singapore
South East
Asia
Brazil
Australia
New Zealand
Mexico and Italy launched in 2016, Brazil and China in preparation
Sample to Insight
WebShop in progress
WebShop available
Cyber Monday campaign using gamification and social media…
Regions
Europe, North America
Channels
B2B, B2C
Touchpoints
Offer
E-Mailer External banners X Flyer X LP X MCF
X Retargeting X Shop entry page X SoMe X Shop game
X
30% off sample prep and assay products
Sample to Insight
14
…generated $1.1M webshop sales in one day
Conversion Funnel
Breakdown
Webshop Visits
25,353
1.94%
Conversion Rate
$2,175
Average Basket Size
Visits
Orders
493
Revenue
$1,072,000
Sample to Insight
Title, Location, Date
15
Gamification successfully used in other multichannel campaigns
The Euros Trophy
QIAlympics
Sample to Insight
Title, Location, Date
16
“George the QIAcube” campaign with one sale traceable to FB
Approach:
15 targeted sponsored tweets
Channels:
Timeframe:
2 weeks (May / June 2016)
Costs spent:  Media budget: 450 US$
Results:
 +40k targeted impressions
 350 web site-clicks
 7 leads generated, 1 converted
With limited media budget we generated high quality traffic to our website
Sample to Insight
17
Organizational set up within eCom with discrete functional teams
CFO
eCom
Digital strategy
Digital Sales
 Performance
marketing
 Conversion
optimization
 Webshop and
mobile shop
optimization
Sample to Insight
Business
Solutions
 EDI and Punchout solutions
optimization
Digital Services
 Online service
strategy
 Onboarding new
B2B customers
 Online service
experience
optimization
 Increase of
utilization
 Development of
IoT prototypes
Content
Management
Analytics
 Online specific
marketing &
product content
 KPI tracking
and ad-hoc
analyses
 Search engine
optimization
 Analytics for
campaign
optimization
 Ensure aligned
content creation
by product
managers
 Customer
behavior tests
IT
 Web shop
development
 Punch-out
development
 Technology
maintenance
5 key learnings to successfully start your digital transformation
No action is no option
Start from the customer
Analytics is key
Build your own agile IT
Digital goes far beyond eCommerce
Sample to Insight
Product recommendation feature on all product pages
•
eCom introduced Amazon-like feature in webshop showing recommended products based
on purchase history
Sample to Insight
20
Feature increased webshop sales by +5%
•
Adobe Test & Target tool measures uplift of 5% on the conversion rate (statistically
significant)
Product recommendations
•
Control group (yellow) = No product recommendations
•
Test group (blue) = New product recommendation feature
Sample to Insight
21
5 key learnings to successfully start your digital transformation
No action is no option
Start from the customer
Analytics is key
Build your own agile IT
Digital goes far beyon eCommerce
Sample to Insight
Implementing DevOps in eCom IT until end of 2017
Sample to Insight
Title, Location, Date
23
5 key learnings to successfully start your digital transformation
No action is no option
Start from the customer
Analytics is key
Build your own agile IT
Digital goes far beyond eCommerce
Sample to Insight
Why Digital?
Digital goes far beyond eCommerce
It is changing the way how people live …
Instant news access
Unlimited media content
Global and free communication
Product offering transparency
Apps for daily tasks
Source: Project team
Sample to Insight
… and the way companies work
Real-time process transparency
Analytics based-decisions
Process automation
Detailed market intelligence
Globally connected team
Digital Accelerator will drive digital transformation and sales
Operating model
CFO
Head of Digital Accelerator
Digital strategy
Creation Lab
 Prepare digital
strategy
 Scout for new
business ideas
and
technologies
 Track digital
projects
Digital IT
 Develop IT
architecture
 Establish 'data
lake', digital
platforms and
ecosystems
Advanced
analytics
 Provide data
science
capabilities
 Provide
technical
expertise
Web shop
Mgmt.
Content
solutions
 Manage web
shop
 Search-friendly
strategies
 Expand eCom
sales
 Content
concepts
 Omni-channel
product
enrichment
 Process
digitization
Source: DS2I project team
Sample to Insight
More than 100 digital ideas were considered for QIAGEN
Selected interviews
Long list
Pre-selection
>100
digital ideas
Sample to Insight
High priority initiatives
2
Roadmap –
The full journey
20 initiatives
clustered by
implementation
potential
>40
digital concepts
Pre-selection of digital
ideas clustered by value
chain according to relevance
1 (e.g. financial impact,
feasibility)
Digital ideas
Evaluation &
Detailing
Short list
Evaluation and detailing of
pre-selected digital ideas
along defined dimensions in
interviews and creation of
digital Roadmap – The full
journey incl. underlying
business case
Medium priority initiatives
Low priority initiatives
Deep dive: IoT-enabled vendor managed inventory
Pilot 1: QIAstock
CEP user interface
1
Customer can update inventory
status in web interface
2
Pilot 2: Mobile app
for barcode scanning
Sales rep scans
incoming product
Customer orders &
checks-out product
3
Pilot 3: Connected and
RFID-enabled fridges
Inventory check every time
fridge is opened & closed
RFID tagged
consumables
Built in RFID
antenna
Manual
Digital inventory management
interface linked to QIAGEN
Semi-manual
Inventory tracking via mobilephone-enabled barcode
scanning
Automated
Fridge recognizes removed
consumables and autoreplenishes stock
Maturity level
Low
Sample to Insight
High
Deep dive: E-enabled sales force cockpit with great results
Sales cockpit equips sales reps with powerful intelligence ...
 Sales performance
 Product suggestions
 New contacts
 Cross-selling opportunities
 Customer funding
...driving significant impact
Impact
 2% sales
uplift
 25% broader
product
portfolio sold
 30% more
customer
contacts of
sales reps
Shows instrument sales opportunities
based on consumables consumption
Sample to Insight
Our 2020 goal is an industry leading digital ecosystem
Digital replenishment
Internet of
Things
Workflow utilization
optimization
Point of need access
$
Inside the lab
availability
24/7 mobile connectivity
Sample to Insight
30
5 key learnings to successfully start your digital transformation
No action is no option
Start from the customer
Analytics is key
Build your own agile IT
Digital goes far beyond eCommerce
Sample to Insight