Success story:
How CENIT introduced data-driven digital marketing

The challenges and desires

Aligning digital marketing, the corporate website, and social media channels as customer-centric as possible with the needs of the target groups - that's the goal behind CENIT's data-driven approach to digital marketing.

For this purpose, CENIT developed personas in-house and in cooperation with an agency, which were based on surveys of the specialist departments and empirical values. The result: a common picture of the target groups - but one that was not 100% data-based.

The solution: Verification, falsification and enrichment of the experience-based personas with scientific data from the Persona Institute.

Thanks to structured interviews of 1.5 million people per quarter, Persona Institute has found the statistical twins to the personas created: based on the core data of existing, experience-based personas, such as job title and career level.

The Persona Institute compared this data with the existing, experience-based personas and corrected, supplemented or confirmed them.

The result: data-based buyer personas as a realistic reflection of target group needs as the basis for data-driven marketing.

Lisa Klenz, Teamlead Digital Marketing: "As part of the further development of data-based and data-driven digital marketing, the Persona Institute has supported CENIT in the best possible way. We are taking away valuable impulses from the project. Under the leadership of Stefan Rippler, the company combines very good consulting expertise with an extremely efficient approach. The excellent pool of structured market data provided by Persona Institute deserves special mention. Thanks to these excellent resources, we were able to develop insightful and comprehensible, data-driven personas which are now ready for use - and with which many employees are now working."

CENIT - The Company

CENIT shapes sustainable digitalization. With CENIT at their side, customers have far-reaching opportunities to optimize their horizontal and vertical business processes. Innovative technologies from the areas of Product Lifecycle Management, Digital Factory and Enterprise Information Management create the basis for this. The competence of CENIT consultants results from the combination of interdisciplinary process understanding and deep technical expertise. The end-to-end consulting approach gives CENIT customers the certainty that their solutions are created with an understanding of their entire value chain.

As a holistically positioned partner of its customers, CENIT assumes responsibility for everything from consulting to the introduction of innovative IT solutions to economic operation. The CENIT team adapts to the specific situation of the company and thus ensures the practical relevance that makes measurable operational optimizations possible in the first place. For more than 30 years, CENIT has thus been realizing competitive advantages for renowned customers in key industries of the economy.

CENIT employs around 900 people who serve customers worldwide in the automotive, aerospace, mechanical engineering, tool and die, financial services, retail and consumer goods industries.