DEFACTO X

CRM, Programmatic & Ad Blocking: Jan Möllendorf Interview

Jan Möllendorf, managing partner of defacto x GmbH, discusses CRM’s evolving role in Real-Time Advertising and how programmatic messaging can be integrated with CRM-driven campaigns. He notes the transformation is gradual, but decision-makers increasingly view programmatic as an enabler of automated CRM workflows and multi-channel communication. On ad blocking, he argues for trust-building with users through better relevance, storytelling, and disciplined formats, including strict frequency capping. The interview highlights defacto x’s Hamburg subsidiary d3media, which links Display Advertising and CRM to extend retargeting beyond website visitors. He emphasizes CRM-targeting to reach online or offline customers who no longer visit a site, enabling reactivation of inactive customers and targeted outreach to top customers. The piece appears as part of OnlineMarketing.de’s d3con 2016 coverage.

5 Targeting Levers You Haven't Used Yet

CRM targeting is presented as a data-driven approach to improve Display, Social, and Mobile advertising by leveraging customer data. The article outlines five strategies: (1) Stammkundenentwicklung to convert one-time buyers into repeat purchasers through CRM-targeted messaging beyond newsletters; (2) expanding High-CLV customers by targeting those with the highest lifetime value with precise offers; (3) fostering multi-channel loyalty by aligning online and offline experiences across Display, Mobile, and Social to boost engagement and CLV; (4) churn prevention using predictive analytics on transactional data to identify risk and act with strong offers; and (5) reactivation of inactive customers via CRM and shop data for proactive dialogue beyond email/retargeting. It also notes that rich customer data attributes (status, activity, revenue history, demographics, duration, geography, and value) underpin effective online marketing.

Publishers See Higher RTA Revenues

Jan Möllendorf, managing partner of defacto x GmbH and moderator of the CRM-focused panel at d3con, discusses the evolving role of Real-Time Advertising (RTA) in 2015. In a videointerview for OnlineMarketing.de, he explains how CRM can be integrated with RTA to boost campaign effectiveness and outlines the growing importance of real-time decisioning in display advertising. Möllendorf also shares his view on cross-market differences, predicting that RTA adoption will be stronger in the United States than in Germany. The conversation touches on ad blockers and panel discussions about how programmatic strategies intersect with privacy and publisher revenue. The interview highlights defacto x’s CRM and dialog marketing strengths and situates d3con’s global gathering of over 1,200 experts.